The world moves, and so do trends. For the past 11 years, the VML forecasting agency has been publishing its projections in terms of trends at the beginning of the current year for all sectors of activity, including beauty. Here are the trends the agency has identified for the cosmetics industry.
“Realities collide in the quest for meaning. The 11th edition of ‘The Future 100’ ushers in a year of possibilities. New realities are being born, thanks to technology and our imagination,” says VML in its foreword.
Skintertainment
Beyond simply selling cosmetics, beauty players are now looking to entertain their customers with immersive experiences, engaging content, playful designs and unexpected collaborations.
Elf Cosmetics, for example, has entered this segment. “In October 2024, the manufacturer released Get Ready with Music, a 13-track album featuring international artists and celebrating self-expression by combining skincare and music,” explains VML. “By blending beauty and leisure, brands can strengthen the commitment of their targets, create memorable concepts that go beyond products, and set a new standard for interaction between consumer and company.”
Beauty hospitality
A new range of beauty services transforms a visit to the salon into more than just a functional experience.
Nail polish brand Kure Bazaar recently opened a new institute in the heart of Paris. A true “living space” where customers can enjoy a manicure/pedicure, but also contemplate works of art, dine or meditate.
According to VML, enriching beauty salons in this way enhances the consumer experience, and thus the loyalty process.
Suncare’s Skinification …
