To meet the needs of increasingly demanding consumers, the cosmetics industry is rethinking its codes and exploring hitherto uncharted territory. To explain this new paradigm taking hold in the beauty industry, CosmeticOBS spoke to Audrey Laurent, Research Manager at Dynvibe (an agency specializing in social intelligence).
According to the expert, the “blurring” of the cosmetics industry’s boundaries manifests itself in four different ways. “Little by little, the industry is drawing inspiration from other sectors to redefine its codes.”
Focus on prevention
For many years, the products marketed were designed to correct a problem. Today, consumers want to go one step further, and are looking for ranges that can prevent these manifestations. “They are aware of the importance of good skin health. That’s why they’re turning to preventive skin care. We can see that some members of the general public are increasingly interested in dermo-cosmetics, which benefit from their proximity to the world of health, and which are a guarantee of expertise.”
The quest for performance
The era of in&out cosmetics has begun. The general public is interested in the microbiome and its impact on skin health. That’s why so many brands are launching into nutricosmetics. The aim is to offer complete oral and topical routines.
The importance of mental well-being
Tired of their stressful daily lives, consumers are becoming increasingly aware of the impact of the psyche on their bodies (skin, hair, etc.). “In 2020, we carried out a study on American Gen Z and discovered …
