2022 Three Trends to Stimulate Beauty Innovation

 1. Utilization of Metaverse

Cosmetology brands are vaguely emphasizing diversity in the virtual world in various ways. For example, cosmetics brand Unseen offers a new make-up, Spectra Eye Color, in shades of black or a faint silver-gray. In addition, when exposed to light, such as a camera flash, these shades turn into reflective silver, transforming without the use of augmented reality tools. In addition, MAC Cosmetics sold lipsticks with NFT (Non-Fungible Token) in April 2022. The Viva Glam x Keith Haring NFT collection offers three limited edition animations of lipstick based on the work of the late artist / activist Keith Haring.

2. Appeal to value

With rising living costs, brands are leveraging marketing to appeal to consumers about their value and transparency. Skin care brands such as Elf Cosmetics, Horace and Deciem have announced price increases through a transparent message on social media / websites. We clarified the reason behind the price increase, gained the understanding of consumers, and put it into practice so that it could be manufactured and sold. By maintaining transparency and candidness, it will be possible to maintain a sense of trust with consumers.

3. Providing escapism

Playful beauty innovation temporarily distracts consumers and provides comfort. Consumers who have endured lockdowns are eager to push their limits, explore, play and embrace novel experiences in both the virtual and real physical worlds. For example, Pat McGrath has released a limited edition cosmetics collection for the distribution of Netflix's Bridgerton Family II series. Elf Cosmetics has partnered with Dunkin Donuts to sell a make-up / skin care collection featuring donut and coffee-inspired shades, textures and scents.

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