Trends and counter-trends

Social media provides a good opportunity to observe how trends and counter-trends coexist. The more powerful a trend is, the stronger the counter-movement tends to be. This also applies to the cosmetics industry. Here are a few examples:

• For several years now, skinfluencers have been recommending the daily use of high-factor sun protection and explaining in detail how and how much to use. The aim is to protect the skin and prevent premature ageing. The increased demand for sun protection is evident from the sun protection shelves in shops. However, there is also resistance to these recommendations, which has a significant reach on social media: the benefits of sun cream are questioned, and tanning the skin is considered desirable (“Tanmaxxing”).
• Another example is vegan cosmetics, which have moved from being a trend to becoming mainstream in recent years. And suddenly, tallow – that is, beef fat – has emerged and sparked a craze – not only online, but also in high-street shops.
• There is also a growing desire for ever better evidence of the effectiveness of skincare products and the active ingredients they contain. Customers are demanding scientific evidence of the effectiveness of cosmetics. At the same time, products that are more spiritual in nature – such as aura sprays or cosmetics containing gemstones – are experiencing a boom.
• These contradictory attitudes are also evident in the make-up sector, where the ‘Clean Girl’ and ‘Brat Girl’ or ‘Mob Wife’ aesthetics stand in contrast to one another.

These dynamics lead to polarisation between different consumer needs and shape future market developments. In most cases, a combination of a trend and a counter-trend prevails, giving rise to a new development.

We’d be happy to advise you on which active ingredients suit your brand or which beauty trends are currently in vogue. Just get in touch with us.