Selfies, tattoos, ornamental makeup, the expansion of makeup techniques to hair, the boom of colour… Staging oneself has invaded all spheres of life, from the street to social networks. Rémy Oughdiri, from Ipsos, And Leila Rochet-Podvin, from Cosmetics Inspiration & Creation, identified five contemporary ways to express oneself, and presented them at a conference of the Beyond Beauty show. Here are the resulting implications for cosmetics brands.
Rémy Oughdiri is the Director of the Trends & Insights Department at Ipsos Public Affairs. He supervises numerous prospective studies in the form of observatories for monitoring lifestyles and consumption on very diverse subjects: new technologies, Generation Y, evolution in mobility, sustainable development, the role of beauty in society, people’s relationship to aging…
Leila Rochet-Podvin, the former International Marketing Director and Subsidiary Manager at Procter & Gamble and LVMH, created Cosmetics Inspiration & Creation in 2007 as an agency specialized in consulting and trends in beauty innovation to support international brands through the process of creating innovations.
1 – Body tattoos
The phenomenon of democratization of tattoos is recent. This technique consisting in creating drawings on the skin with indelible ink injected under the epidermis used to be confined to a marginal world. It is now ordinary and widely accepted, and more in line with today’s young people’s aspirations than piercings: they try to express part of their personality and consider it aesthetically beautiful.
In our era of fleeting trends, where quick and instantaneous tweets prevail amongst the younger ones (especially women), tattoos appear as a way to mark one’s body in the long-term (with words, dates, or sentences), and …
