The influence of technology and new uses on the future of beauty – Premium beauty

The beauty industry and shared values — transparency, sustainability, naturality

The particular need to connect brands and consumers through a more responsible lifestyle is more plus more imperative, according in order to a 2022 report by Mintel highlighting the necessity for brands to have ethical progress reports. Many web3 projects have been thought around sustainable engagements, like the particular one simply by Guerlain, When Material Becomes Art that merges futuristic, ecological, and artistic approaches, through 4 digital artworks. The project The Reaverse perpetuates the brand’s sustainable values – the digital world comes to rescue the real world, through a collection of 1828 cryptobees sold in order to protect actual bees and to finance the development of a natural reserve. These endeavors are greatly appreciated by the customers and widely shared on social media.

Furthermore, the interest has shifted towards green makeup or a form of naturality, as we can see through beauty social media trends , with concepts like the No make-up Look, the particular Dewy Look or the Glow Up (the expression reminds us of the Netflix show which celebrates diversity). The wonder sector is often associated to others, like spirituality and well-being: lately Kate Moss offers launched her beauty plus wellness brand, bringing to light a healthy lifestyle, beauty products, and wellbeing ones, like tea, in order to be accompanied by a daily ritual.

Authenticity and creativity through the prism from the digital world

More than ever, the particular bond between reality and the digital universe allows consumers to express themselves in plural ways. Besides cyborg-like filters (poreless skin, high cheekbones, catlike eyes, big eyelashes – a look coined “ Instagram Face “), the electronic world allows people to be different plus free. Shopping is easier and encouraged by virtual try-on , widely developed in the elegance sector to visualize the product upon oneself. The use of technology also enriches customer experience, personalization, and brand name engagement . A recent study informs that 92% of Gen Z consumers are interested within augmented reality during a shopping experience. Yves Saint Laurent offers three tools in order to try augmented reality within the comfort associated with one’s home – Dress your lips for lipstick makeup, Master your gaze for the eye, and Face your style for the skin.

Today, many manufacturers multiply the particular touchpoints during product launches, with digital popups, immersive screens, increased reality filters… It is a way to expand the brand’s notoriety plus universe and to create a link with the consumers. The latest example by Prada Paradoxe shows how the barriers among reality as well as the digital field have erased – the brand asked its followers whether a fragrance could exist in a digital space, and they are invited to explore a multi-dimensional self plus identity evolving constantly.

Redefining beaty and breaking down barriers

What is attractiveness? On interpersonal media, the concept is more inclusive and universal, advocating “happy beauty”. The launch of Clinique ’s first NFT, named Metaoptimist, will be inscribed within this positive attitude. Another campaign by the particular brand aims at including more diversity in the metaverse, along with NFP (non-fungible people), plus looks for people with various skin colors, face shapes, hair styles and make-up. A TikTok report insists on the increase of beauty videos globally and of content that celebrates beauty and flaws, inclusivity and difference. Only communities contribute to redefining what is elegance and what are their expectations.

Some brands are usually inspired from the virtual globe in the particular creation associated with their items, offering a new space to consumers similar to the gaming business. MAC Cosmetics has thus created 12 makeup looks within the game The particular Sims four and has launched a collection inspired with the game Honor of Kings. The gaming market paves the particular way for more freedom within the aesthetic planet, allowing users to show their identity through their own personalized avatars. Bridges, experiences, and emotions are created.

In an ever-changing world, links between the digital plus real worlds, eccentricity and naturality, self-identity and others, are countless. The particular future associated with beauty is usually shaped simply by the customers themselves and by the boost of digital experiences that are more authentic and community focused. In this context, it is necessary to reconsider customer experience to produce engagement plus bring together areas around discussed values. These types of evolutions leave room with regard to creative evolutions for both brands and consumers.

WANDS , global communication agency, tells stories & brings to light in a strategic & innovative way brand names which are sensitive to excellence, luxury & premium. The agency adapts itself with agility & sources the particular best experts/technology. At the service of emotion, it is all about impactful & engaging ideas, a custom-made service.