Mastering beauty trends to power effective communication

Growing consumer interest in beauty and skincare & wellness saw a huge boom post COVID-19. McKinsey & Co. estimates that by 2027, the global beauty industry will record over $580 billion retail sales, growing at 6% per year. The Indian market mirrors these trends as well.

According to a recent market research, the beauty & personal care market in India is projected to reach USD 28.9 billion by 2026. It has already seen a slew of home-grown beauty brands and numerous International conglomerates creating and catering to the needs of the consumer.

Naturally, communication professionals play an integral role in navigating this environment strategically and innovatively.        

1. Beauty is diverse & inclusive: Beauty brands are no strangers to the concept of community advocacy to foster engagement. They encourage user-generated content and collaborate with influencers who align with their values to amplify a message of efficacy and function. However beauty is not just for the young beauty content creator and their followers or for those in the metros and capital cities, it is for a much wider and diverse consumer. As geographical boundaries blur and the consumer demographic widens and changes, being able to identify and nurture diverse co-horts across platforms makes for more meaningful engagement with consumers. MAC has made beauty accessible yet aspirational by adopting a diverse and inclusive approach. They partner with influencers from all cities, representing all genders and makeup enthusiasts. This strategy ensures that their content resonates widely, making MAC a beloved brand across different demographics. By emphasizing inclusivity and accessibility, MAC bridges the gap between luxury and everyday beauty, fostering a strong community of loyal consumers.
2. Beauty is for all ages: Beauty is not just for the Gen Z and millennials. Therefore it only makes sense that ‘influencing’ should not be limited to the 25-35-year-old content creator! Proving the saying that ‘age is just a number’ a new crop of Instagrammers and influencers from across the country are giving the youngsters a run for their money and its not limited to just products that support the pro-ageing movement. Savvy communication strategists have pivoted and how! When Zeenat Aman took social media by storm with her Instagram debut, her authentic storytelling had brands lining up to associate with her. Forest Essentials introduced its 2023 festive gifting collection with the star focusing on personal anecdotes from the star to appeal to the mature consumer. She also explored her glamourous side with a video campaign for Charlotte Tilbury’s new Hollywood Beauty Icon lipsticks.
3. Immersive brand experiences that ‘wow’! With an increasingly young population and easy access to Internet and smart phones, digital & social storytelling continues to engage Gen-Z and millennials alike. However, to truly immerse onself in the brand story, unique on-ground experiences are essential. Breathing life into brands, sensory events and pop-ups (albiet with a twist!) not only engage media & content creators but can also be used as an effective tool to introduce potential consumers to the brand. Mind you, these experiences are only getting more thrilling! From gamification, to personalisation, workshops with International makeup artists, sound healing, lab sneak peeks, DIY fragrances & more! The key is to create a powerful narrative that the guest will remember for months to come. Aveda’s India launch in 2018 set a benchmark for the Industry with its carefully curated experience in Chandigarh at The Oberoi Sukhvilas bringing to life the brand’s bent towards all things natural. Estee Lauder’s iconic & exclusive Re-Nutriv range was introduced recently at the opulent Suryagarh in Rajasthan through a memorable two-day event featuring luxury facials and captivating sensory experiences. Actor Deepika Padukone brought in the launch of a new product under her wellness and beauty brand 82E at the Meta office with a mindful sound healing session creating the perfect serene atmosphere for media & KOLs.

Communications professionals who seek success - keep a watchful eye on new & emerging developments. Agility and fresh ideas coupled with an understanding of consumer behavior will help you set benchmarking standards instead of just riding the trend wave in your goal to build brands!