Free The Birds

When we talk about the future of an industry, it is the forward-thinking early adopters who give us a peek at some of the most progressive and exciting advancements ahead. The Tech Voyager is the consumer attitude who craves high-performance, highly-personalised solutions powered by the latest technology, and they're redefining the way we approach hair wellness. It is these consumers who were the first to embrace AI and the levelling up of hair tools which finally tackle heat damage on our hair. Imagine a world where your hairdryer syncs with your smartphone or a smart mirror gives real-time feedback on hair health. This isn’t the future—it’s now. The salon-worthy, at-home styling tools of ghd and Dyson - as well as the first-of-its-kind tool from Noma Sana Labs, designed exclusively for afro, coiled, kinky and textured hair types - promise zero heat damage. The LED devices dominating skincare have been translated to the scalp thanks to leading brands such as FOREO and CurrentBody. And the possibilities of AI are being harnessed by breakthrough brands such as MYAVANA Hair AI - the first AI system to recognise textured, multicultural hair - helping us to understand how to support the specific needs of our hair. These early adopters are more than willing to invest in innovation, but what drives their spending decisions? How do emerging technologies like AI shape their expectations for brands? With the market projected to grow from $11.5B in 2024 to $14.3B by 2029, and AI beauty tech set to reach $8.1B by 2028, the Tech Voyager could be key to staying ahead. Want to dive deeper into this consumer mindset and discover the trends reshaping haircare? Download our latest trend horizons report - Crowsnest - for exclusive insights into what motivates these tech-first consumers and how brands can capitalise on this evolving landscape: https://lnkd.in/e5q8uS4N #ConsumerInsights #FutureOfHaircare #TrendForecasting

In just over a week’s time, I will be taking to the INNOCOS stage in Singapore with a group of very talented individuals, to discuss the ways in which Asian consumers’ cultural values and modern preferences are shaping their purchasing decisions. As part of this leading summit and it’s focus on the dynamic Asian market, Florasis’ GABBY YJ C., Shiseido’s Carol Zhou, and Anel Puzic of FOREO will be joining me to discuss how key factors including ageing populations, wellness trends, and technological advancements are shaping the beauty, wellness, and health landscape. This year’s event will explore this diverse, rich topic through the specific lens of longevity, and the consumer demand for this dominating trend that supports healthier, longer lives. I look forward to helping attendees gain insights into Asian consumer trends, exploring preferences and motivations across the continent and beyond, as well as cutting-edge e-commerce strategies that harness digital innovations to captivate today’s beauty and wellness audience. The work of INNOCOS, and the brilliant Iryna Kremin 🇺🇦 and her team, helps guests to gain critical knowledge of the forces driving consumer behaviour and market expansion, supplying actionable strategies and practical tools that can be immediately applied to brands and businesses, helping them to thrive in this competitive environment. Will you be joining us? Find all the details you’ll need here: https://lnkd.in/eTCBVBcW I’m looking forward to meeting with friends and colleagues during the event, if you’d like to connect please don’t hesitate to drop me a message! #AsianConsumers #ConsumerInsights #BrandStrategy #DigitalMarketing #CulturalMarketing

When it comes to haircare, the leaps forward which the industry has experienced have sparked not only a phenomenal number of micro-trends, but also fundamental shifts in the routines of women and men whose needs are complex and specific. The Routine Ritualist may be the consumer attitude from which it is most difficult to steal market share, but it is also the type of customer with whom you can build long term brand loyalty. This is achieved through incremental, progressive innovation and a demonstration of their nuanced needs being met. More than ever, brands are catering to haircare regimes which many have worked for years to perfect. And now, with these advancements being made, their strict regimes are being expedited through advanced formulations which are capable of supporting their specific needs, whether it is tackling dandruff, caring for curls from 3a to 4c, or mastering the art of maintenance based on year-round demands. Celebrated household-name brands from Procter & Gamble's Head & Shoulders and L'Oréal Elvive, to Unilever's Dove and TRESemmé, hold their industry-leading positions through new launches. Their status is also supported through their collaboration with influential figures such as Claudia Winkleman and Nadine Baggott. Charlotte Mensah, Tracie Ellis Ross’ PATTERN Beauty and an incredible, growing number of brands are catering to the specific needs of curly, coily and afro hair. Brands such as Underlining's Freewill are cornering the market on hair cycling - a trend which shows no sign of dying down. How do you avoid the pitfalls of focusing too strongly on passing micro-trends, ensuring that you are building a foundation of familiarity and trusted efficacy with a Routine Ritualist? Through the link below, you can explore the statistics defining them, the trends influencing them, and their relationship with other consumers whose routines may be more malleable — or even align closely with them through their commitment to technology or value. #haircaretrends #trendforecasting #innovation

The recent backlash against Dr. Louise Newson is a stark reminder of the ongoing issues women face in accessing proper menopause care. It's been reported that only 1 in 10 physicians (in the US) feel adequately trained to treat menopause. When we understand that over 80% of women experience debilitating symptoms during perimenopause and menopause, the ongoing lack of support is utterly unacceptable. And yet, instead of focusing on improving care and research, the spotlight has most recently been shone on discrediting a woman who has helped so many. As we mark #WorldMenopauseAwarenessDay, our own Lindsey Figarol has shared her thoughts on why recent reports of issues some women have faced during treatment at Newson Health, should not completely dismantle the work Dr Newson has undertaken. Work which has given countless women the confidence to discuss menopause openly, and access much-needed treatment. It's disheartening to see this progress undermined, especially when the real issue remains: why aren't we doing more to support women through this pivotal stage of life? Lindsey believes this should be a call to action—invest in better care and research, rather than prioritising a spotlight which feels like a step backward. Take a look at her thoughts here: https://lnkd.in/gAFarpA6 #MenopauseAwareness #WomensHealth #HealthcareInequality

Did you know that last year, ageing hair was named as the leading global hair concern, shared by 58% of people? This was followed by damaged hair at 54%, and scalp problems at 42%. Or that while 73% of men have suffered from hair thinning and/or loss, 75% of women have shared this same issue? A reported 95% of women “have tried to cure it or cover it up”. A Beauty Harmonist is the prime candidate for these prominent haircare issues, as the consumer attitude which prioritises beauty within and out overall. They seek the highest quality in their purchases - highly efficacious ingredients, housed within chic, elevated packaging. Fuelling trends surrounding hair loss, they are investing in advanced formulations from award winning brands including CosmeRNA_official and KORE from the highly innovative SHHH Group. They align themselves with our Tech Voyager attitude through investment in tools and complementary products that tackle hard water in the home - brands such as Act+Acre, Inc. and Hello Klean leading the charge. And with luxury packaging design a consistent priority for this consumer who takes pride in the presentation of every element of their home and routine, the sculptural packaging of Oribe Hair Care, CÉCRED, Kendo Brands, Inc.'s Fenty Hair, and #BlakeBrown are winning out. We dissect this powerful group - the trends impacting them, what they’re buying, and how to build long term relationships with them - in our latest trend horizons report, Crowsnest. We also break down their relationship and kindred (or clashing) behaviour with the other six consumer archetypes mapped in our report. Do you already appeal to a Beauty Harmonist via a focus on the Track & Trend archetype? Or are you damaging your connection with them through a concentrated focus on a Routine Ritualist? Explore this nuanced network via our report, linked in the comments below. #luxuryhaircare #trendforecasting #beautyharmonist

With our sights set firmly on 2025, here at FTB we continue on our mission to provide a unique point of view on major sectors in our trend horizons series, Crowsnest. This time, it’s all about haircare. It’s a sector that in recent months, has become more democratised and more nuanced than ever before, as brands recognise the potential which key segments such as curl maintenance and scalp care boast for their businesses. It’s little wonder that the global haircare market is expected to reach a staggering $213 billion by 2032. We take a look at where this major progress is expected to occur, from innovation in product formulation, to application of breakthrough technology and packaging potential. We also dissect the ways in which brands are tripping themselves up (and may continue to). We do all of this through a unique set of lenses - or more accurately, attitudes. Our agency motto, ‘attitude, not age’, pushes us to look beyond the generational segmentation we see so often today. Instead, we believe the seven powerful archetypes we identify and explore can help brands to understand the role and influence of each of them, what drives their spending habits, and how they behave with one another. We’re going to be diving into each of these attitudes in the coming fortnight. But if you’re impatient, why not take a look (and see which attitude you identify yourself, or indeed your customers as) via the link in the comments below. #trendhorizons #trendforecasting #haircare

As an agency built upon the idea of Beautiful Thinking, World Mental Health Day means a great deal. Amidst our team’s dedication to creativity on a daily basis, we often muse upon how we are nurturing an environment that fosters this creativity - a peaceful mind and a beautiful thought. For our Creative Strategy Director and Partner, Paul Domenet, this means stepping away from his laptop, his desk, the office. "The simple act of putting one foot in front of the other seems to put one new thought in front of another." Check out his take on why the simple act of taking a walk is the key to clearing fog, and sparking creativity. #worldmentalhealthday #beautifulthinking

🆕 🚀 We’re excited to announce the next in our series of unique trend reports – Crowsnest – this time with a focus on the thriving, shifting and highly innovative haircare industry. Advancements in technology, formulations and bioengineering are supporting significant growth potential. Long-awaited diversification in textured hair and curl types is finally hitting shelves as standard. Hosts of new brands and products are regularly launching to market for discerning, educated and passionate consumers. But with such strong innovation taking place – and with it the ability to cater to customers more individually - do you recognise where your power lies, and the consumers you can (and should) be targeting? Our next generation trend horizons report aims to provide brands and businesses with a transformative birds eye view of this powerful sector, educating on how to identify, inspire and communicate with your consumers. Unlike other reports, Crowsnest is designed to shine a spotlight on the growing lack of recognition amongst brands in addressing needs which transcend generations. It recognises and categorises consumers into powerful groups, which help brands to understand the role and influence of each of these archetypes, and what drives their spending habits. Want to be one of the first to receive this new report? 👀 Sign up via the link in the comments below!

Honouring, or appropriating? It is the question we have been asking ourselves since news emerged of the launch of a "new" collection from LUSH, taking some of The Body Shop’s most iconic products, and calling it “a fresh take" on their "greatest hits.” “Dusting off” these items to “give [Anita Roddick's] legacy a home.” The launch was announced just a few days before the celebratory news over the weekend of The Body Shop's rescue. However the fact remains that prior to the news of the brand formally moving out of administration, it was by no means gone. Our Co-founder & Managing Partner, Nick Vaus, delved into this topic further for BeautyMatter, exploring this questionable choice of a brand built on innovation and ethics, appropriating products from a business whose pioneering approach to beauty paved the way for companies like Lush. Take a look at Nick's piece via the link in the comments below.

See how we celebrate brands and business owners who don’t diminish a woman’s right to own and celebrate her body? Very mindful. With a demure fall ahead, we’re championing the forward thinkers in women’s health who carry forward the hero aesthetic that has been brat summer - unashamed, free-thinking, unapologetic brands whose “group chat” approach to customer relationships is fuelling the destigmatisation of the significant women’s health industry, reported to be capable of boosting the global economy by $1 trillion by 2040. One such hero in this space is the woman behind breakthrough brand The Honey Pot Company, Beatrice Dixon. We take a look at how her brand has set an exemplary standard for building open, authentic relationships with her consumers - dive in with us via the link in our comments below. #womenshealth #brandempowerment #beautifulthinking