Unlike the majority of forecasting firms, WGSN has decided not to publish its forecasts for 2023, but for 2024. The agency has just unveiled its first estimates for the cosmetics sector. Results ? A consumer who is always self-centered and determined to take care of himself.
WGSN has identified six movements that are likely to grow in 2024.
Care-taking
Consumers want to have a balanced work/private life rhythm. Well-being is crucial and brands must help their targets to achieve this balance (by offering products that act on stress, for example).
Fluid states
Gender codes are being shaken up in favor of a more fluid beauty that adapts to everyone. And digital spaces are perfect for everyone to express their identity. However, the question of the security of Internet users (of their data and their private life) will be central.
Provoking protopias
We can expect the general public to put more and more pressure on cosmetic brands in the context of the climate crisis.
People-power shifts
“A multitude of new voices will be heard in 2024 as people find unity in diversity,” says WGSN. Consumers will connect with brands in a more direct and authentic way.
Democra-sized
It’s time to forget about products that are supposed to fit everyone. The era of inclusivity has begun. Brands and consumers are rejecting pseudo “normalcy” to let all physiques shine in society.
Code-breaking
And what about the pleasure in all this? Today, buying a beauty product should be a real …
