Now it’s the turn of the VML agency (merger of Wunderman Thompson and VMLY&R) to unveil its forecasts for the coming year. In its latest “Future 100” report, the company dissects the trends that will revolutionize our society’s various industries, including beauty.
Ten of the 100 trends presented concern the cosmetics sector.
Gen Alpha skincare
Generation Alpha refers to individuals born between 2010 and 2024… and cosmetics brands are interested in them. Brought into the world by social networks, these young consumers already know what a skincare routine is, and want products designed with them in mind.
According to VML, their appetite for beauty is revealed much earlier than that of their elders.
Gothic grace
The year 2024 is all about gothic looks, smoky eyes and dark lipsticks. “The witch is synonymous with the affirmation of feminine power and the questioning of the prevailing system. An aesthetic that appeals to young Zs, over 51% of whom are interested in non-traditional spirituality.”
Slow beauty
A majority of brands adopt sustainable processes to formulate their products. “Slow beauty is a more thoughtful approach that emphasizes waste reduction, ingredient valorization and the predominance of quality over quantity,” comments VML. “Manufacturers are putting on the brakes and slowing down production in an attempt to change an industry focused on constant creation.”
Branded spa
To offer the best possible customer experience, why not open a dedicated spa? These highly luxurious spaces have the advantage of showing consumers …
