The beauty industry has seen explosive growth thanks to social media and social influencers.

Where
there seemed to be a pattern found in which influencers and social media determine the success of a
beauty brand, a worldwide pandemic influenced this route to success. The crisis has had a huge
influence, changing people's habits, behaviors, and attitudes, as well as emphasizing the necessity of
long-term health: financial, physical, emotional and environmental. While consumers are looking for
brands that guarantee long term health in all these spectrums, the pandemic also resulted in social
distancing measures. These measures forced more people to shop, and communicate online. Digital
habits that are formed now will become the backbone of the future normal, increasing the demand
for products and services that let people unplug.

1. Science

The beauty industry is a science-driven, fast-paced consumer goods business. It therefore takes a lot
of research, and trial and error to make minor improvements to beauty products. For example, it
took 20 years of scientific progress to eliminate the ammonia smell from hair dye, and every new
lipstick requires at least 30 unique scientific procedures.

Science has not only been an important point when it comes to the production of the beauty
products, but science is also an influencing factor when it comes to trustworthiness of the products.
Simultaneously, the sanitary crisis has brought health and well-being to the forefront and given them
a new significance. Indeed, many people have declared mental health to be a new priority in this new
light on wellbeing. In the United States, for example, 59 percent (4) of women between the ages of
18 and 34 think that mental health has become a bigger concern since the COVID-19 pandemic. This
means that companies who can integrate consumers' demands for science-based claims with a clear
narrative about their health advantages, both mental and physical, will succeed in the beauty
market.

Also, science is aligned to sustainability in a way where consumers want the products to offer
effective solutions to their needs and be sustainable at the same time. This can be seen in a variety of
requests for beauty and personal care goods, such as the requirement for firms to be upfront about
their carbon footprint. Tracking a product's carbon footprint is a metric that will gain traction among
customers in the coming years since it objectively shows a product's influence on the environment as
a whole, from production to distribution and supply chain, including packaging. As a result of this
demand, some merchants are allowing customers to measure and compare their grocery store's
carbon impact via an app. Consumers who are becoming more environmentally sensitive are
rewarding this effort in transparency.

The future of beauty from a science point of view will change. There will be more advances in
software, hardware, apps, and augmented reality. Science will influence the way consumers choose
the products, but will also have an impact on how consumers interact with the products. The
‘sustainability’ trend will evolve into an understanding of biotechnology. Consumers' trust in
biotechnology is growing as more lab-grown products enter the market.
2. Clean beauty

Consumer demand for products devoid of hazardous substances sparked the clean beauty trend.
Manufacturers started cleaning up their goods by removing substances that were thought to be
toxic, such as parabens, sulfates, and phthalates.

True clean beauty products are ones that are free of parabens, sulfates, phthalates, artificial colors
and perfumes, as well as 600 other compounds, according to NielsenIQ. These really clean products
have surpassed $400 million in sales and are growing at a faster rate than the overall category (+8.1
percent vs. 2.0 percent).

Clean beauty also means transparancy. The role of the 'expert' is called into question as consumers
rely more on their intuition and knowledge. When it comes to the information that is shared and the
marketing strategies used by corporations, trust is being questioned. Clean beauty is evolving as
customers conduct more research than ever before before purchasing a product, and brand
openness is increasing throughout the product life cycle. The clean beauty industry will simply be the
beauty industry in 2030. Rather than fear marketing, the focus will be on openness and an eco-
ethical objective.

While "clean" beauty has been the focus, we are beginning to witness a movement toward a greater
consumer concern on sustainability. Environmentally friendly beauty and personal care products,
such as vegan, cruelty-free, reusable packaging, and plastic-free, are witnessing higher growth rates
than those with merely clean components.

Younger consumers, in particular, are more interested in environmentally friendly items, with Gen Z
consumers 1.3 times more likely to want to try them.

A sense of connection to nature is the future: customers are becoming increasingly interested in
feeling linked to the outside world. This has contributed to a renewed interest in natural and organic
components and goods.

The BPC market has observed how these two trends coalesce in the "clean beauty" movement, when
combined with the scientific and healthy tendency mentioned above. This notion is currently
expanding to incorporate not just hygiene and health claims, but also an environmentally friendly
and ethical viewpoint. Indeed, this shift toward "clean" beauty products has had an impact, with 83
percent (5) of Chinese consumers thinking that clean beauty products adhere to better research and
development standards.
3. from Anti-aging to Pre-aging

In the mid-2010s, we began to see a new movement based on a different approach

to ageing and a powerful consumer insight: “When women compete to stay young,
we are faced with our own lack of power.” as published by Vogue in an issue of
that time. Penelope Cruz once said: “my grandmothers had many wrinkles and each
one told a story”. We then began to see publications about how women no longer
wanted to erase the wrinkles from their faces, nor a smooth skin in which all their
experiences were blurred. In 2017 Allure magazine declared the end of the term
Anti-Ageing, which generated a wave of support in the industry and we saw how
new technologies and benefits were in favour of Pro-Ageing. Pro is a prefix that
means “in favour of” and being in favour of the passage of time implies making it
our ally.

The first person to coin the term Pro-Ageing was Aubrey de Gray, an English
biomedical gerontologist and author of well-known works such as The
Mitochondrial Free Radical Theory of Aging. Unlike Anti-Ageing, which generally
seeks to slow down ageing, the main objective of Pro-Ageing is related to “positive
ageing”, which focuses on accepting the reality about how chronological and
biological factors affect us and treat skin to feel good during all stages of life.
Therefore, we can say that Pro-Ageing is related to our being free and feeling good
about our skin, with its process and with our desire to take care of ourselves,
without the need to accept certain rules for having reached a certain age.

At the present moment, we have witnessed how the pandemic is generating new
trends in beauty and cosmetics. As consumers, we will never be the same again.
We want to improve the world for our own good and for humanity. Euromonitor
published the top 10 consumer trends this year and we see how consumption begins
to be more thoughtful while resilience and adaptability are its main driving forces.
The consumer is obsessed with the new reality, so priorities have shifted towards
safety, hygiene and prevention. When we talk about prevention, the new way we
live is influencing us to better understand the effects of hygiene and excessive
disinfection on the skin, overexposure to blue light, long periods of quarantine and
low social contact. The consumer is identifying the need to prevent these effects.
For these reasons, the pandemic is generating a new trend: Pre-Ageing.

The ’80s: Anti-Ageing    →    2017: Pro-Ageing    →    2021: Pre-Ageing

As consumers look to both nature and technology to ‘hack’ their biology in 2030, approaches to age
management will evolve. The ageing global population will create new standards of what it means to
age, and the conversation will shift from ageing to longevity, moving beyond outward appearance to
emotional and mental health. As life expectancy improves, growth in the beauty industry will be
accelerated and cosmetics will become an essential item for social survival.
4. Community management

On a physical and emotional level, social isolation, fear about health and security, and lockdown
tactics have taken their toll. As a result, consumers are seeking connection and belonging to a
community more than ever before, according to Mintel Trend Driver Identity. In reality, beauty and
personal care items have become an integral aspect of people's identities, allowing them to exert
control over how they present themselves to others. BPC goods can also facilitate the formation of
communities and a sense of belonging, as evidenced by the "clean beauty" movement.

Brands must be willing to provide unforgettable experiences that speak directly to their clients'
emotional needs in order to create this sense of community and belonging. The concept of
community has extended thanks to technology advancements, and it can now exist in the digital
world. In reality, the most successful brand initiatives during lockdown periods have entailed
corporations taking the lead in establishing communication opportunities. This is one of the reasons
why the ever-present live streaming events have been so successful: they encouraged contact not
just between consumers and brands (including influencers), but also between clients themselves,
through open conversations and comments.

However, communities may be established offline by taking all required steps in a secure atmosphere
and creating exclusive and memorable events that go above and beyond the client experience.
Finally, the opportunity of being amused together can define a community. In this setting, in the
coming years, the creation of dynamic, interactive online content will gain traction. Users can find
new beauty and personal care items by watching short films on platforms like Shoploop, which was
created by Google. They can then share, save, or buy the product immediately.

The world is becoming smaller thanks to 5G and mixed-reality technologies. Village commerce opens
up previously unreachable markets, and remote-control services provide access to the geographically
isolated. More people are'switching off' and looking for real-world connections.

Due to digital connections, consumers lose their ability to relate to one another on a personal level.
Access to a deluge of knowledge has negative consequences, casting doubt on the concept of
authenticity. Rather of blindly following the leader, consumers pick and select components of cult
cultures.

Identity traders:

Experiences: consumers are willing to place more value on experiences and new discoveries. In other
words, products must be designed to inspire consumers and generate full emotional experiences
beyond the physical items. 7. Identity: with a higher sensibility towards economic and social equality,
it’s become important for consumers to feel related to products by being able to generate their own
identity through them and build a sense of community surrounding them. These values can then be
observed in the following tangible consumer behaviors: 1. The relationship between brands and
consumers has switched: more control is given to consumers, mainly through digital tools, to let
brands know what they demand and prefer. In fact, it’s only through transparent and clear-cut
communication that brands are building trust these days. 2. Consumers react to personalized
solutions and experiences that amplify personal identity and values. In fact, certain demographics
such as Gen Z (born between 2000 and 2012) place great value in personal care and appearance:
74% (1) of Gen Z consumers in the UK believe the way they present themselves is fundamental to
who they are. At the same time, identity is deeply rooted in belonging to a community: 86% (2)
consumers in India agree that it is important for them to feel part of a community.

In order to provide value to consumers with these new sensibilities, brands must make an effort to
generate new narratives around identity that provide a sense of community. At the same time,
companies can use data gathered by technology as a powerful tool to cater to consumers’
individuality.

This translates into beauty products that can now be targeted to specific lifestyles and behaviors (for
instance, formulas that help prevent damage caused by pollution on hair or skin, targeted to urban
consumers).

Conclusion 300 woorden