As contemporary society goes from crisis to crisis, consumers are feeling a form of weariness. And to fight against this, they decide to free themselves from codes and think of themselves. On the occasion of an event organized by the CEW France, Adélaïde Lohio (founder of the Observatoire Beauté, a newsletter that compiles news from the cosmetics industry) presented the new trends that are likely to influence the beauty industry in 2023.
After two years of living under the constraints of health restrictions, consumers are determined to take back the reins.
They say stop to stereotypes and clichés.
It’s time to think about (and for) oneself and that the cosmetic sector welcomes everyone.
Based on this observation, Adélaïde Lohio has identified four typical profiles of people.
The Resigned
These people assume their rejection of social norms. They claim their right to be lazy and do not necessarily want to be models. They are looking for convenience, instant pleasure, authenticity. They have a real need for practicality. Cosmetic brands can therefore offer them rituals reduced to a minimum, multi-purpose care products and tailor-made ranges.
These consumers will be sensitive to subscription delivery services and virtual consultations.
In short, the Resigned expect simple solutions that require the least amount of effort.
The No-Futures
Skeptical about the future, this group has a thirst for life. They too are looking for immediate pleasure. They want to express their individuality. They are creative, extravagant and spontaneous.
From a cosmetic point of view, they see beauty as entertainment. They like to push back the codes and appreciate products with unconventional galenics.
“Brands can surprise the No-Futures by proposing …
