Some trends are fading, while others are taking hold. For the coming year, the forecasting firm Kline believes that inclusive ranges, rechargeable offerings and the popularization of the Metaverse are trends that will endure.
Digital is growing at lightning speed and the Metaverse offers infinite possibilities (in terms of looks, hair, makeup) to users. “It’s a real opportunity for brands to get closer to consumers by giving them the ability to be who they want to be,” Kline says. ”Marketers must adapt quickly to stay relevant and engaged with their target audiences, who are increasingly taking part in this space.”*
Refill
This distribution system, once on the bangs, is becoming more popular and is even winning over the premium segments. This is the case with perfume, where refills are becoming a full-fledged customer experience.
“The concept is already well-established in the skin care category, but is now expanding to hair care, makeup and personal care products in a more significant way.”
Beauty for all
Inclusion encompasses representation of different ethnicities, sexual orientations, gender orientations and disabilities, among others.
“Manufacturers with more inclusive marketing strategies increase consumer purchase intent, reputation and brand loyalty. In addition, diversity, equity, and inclusion are gaining traction, especially with Generation Z ‘engaged activists’ who yearn for change and are more skeptical than millennials about corporate authenticity,” Kline analyzes.
