What if cosmetics went beyond its role and became a true ally of well-being? That’s the idea of Beautystreams, a forward-looking agency. According to the agency, beauty brands will increasingly conquer new territories in order to join the “Psycare” trend. At a symposium held in Paris on January 31, 2023, the firm unveiled the founding principles of this trend. Michael Nolte, Creative Director for Beautystream, was in charge of the presentation.
Psycare takes beauty out of its field. Skincare professionals are interested in mental wellness, science, technology and the home.
According to Beautystreams, this will be a major trend in the years to come and the current crisis and tension will only reinforce it.
This movement is relevant for the cosmetics industry, as it will allow brands to offer products capable of providing moments of escape, increasing self-esteem and converging towards fitness.
To better illustrate this trend, Michael Nolte presented three trends that have their roots in the Psycare macro-movement.
Private Haven
“Personal wellness is becoming increasingly important,” he said. “The home is a social place and consumers are looking to create a bubble for themselves.” And to make the home a haven, they’ll be looking at home fragrances, connected beauty devices to have a professional experience at home and concepts that can increase sexual fulfillment.
On a more unusual note, Michael Nolte says there will be a greater demand for sustainable, skin-friendly household products. “After all, we are in contact with these substances.”
Cognitive wellness
It’s time for mental wellness. And to help combat the gloom, why not rely on colors? Chromotherapy has proven effects on morale. Brands can apply …
