Hey Marketing Enthusiasts!
In my first blog post this year, I wanted to look forward into the trends that 2024 will bring... Starting with Beauty Retailers as I am currently working with global players in the industry and have spent a little time researching what’s predicted to be Hot or Not this coming year!
Ready for a sneak peek into the glamourous crystal ball of beauty trends for 2024? Buckle up because TikTok, influencers, and a dash of practicality are steering the ship this year. Here's the lowdown on what’s predicted to make waves in the beauty universe. Note: those are global trend predictions and not specific to the Australian market.
1. TikTok's Beauty Power Play:
Thanks to TikTok, "French pharmacy" lines and cosmeceutical brands, like La Roche-Posay (L'Oreal Group), are on fire and currently seeing tremendeous growth.
Insider Tip: Keep an eye on skincare lines seamlessly blending a strong scientific brackground with cool marketing.
2. Dermatology Takes the Crown:
Chemist brands (Avene, CeraVe, Paula's Choice) flexing their dermatological muscles are the new cool kids. La Roche-Posay's Cicaplast Baume B5, went viral in 2023 with 1.1 billion views on TikTok and the line was the “number one growth contributor” to the 28.7% quarterly sales growth in the L'Oreal’s dermatological beauty division last September.
Brands like La Roche-Posay outranking premium labels like Drunk Elephant in consumer trend analysis is signaling a shift toward accessible and clinically-backed products.
Beauty Pro Insight: Get ready for a year of "value-hacking" as consumers seek quality without breaking the bank.
3. Hair Care’s Multifaceted Revolution:
Hair care isn't just about shampoo and conditioner anymore; treatments, serums, and oils are the new heroes. Scalp serums annual web search grew 15.7% last year
Word on the Street: Emerging startups that focus on innovative hair treatments rathen than competing with established shampoo experts, will attract an increasingly discerning audience, conscious about hair wellness.
4. Body Love:
Traditionally facial focused skincare brands are venturing south with body care products in recent years, and consumers are loving it.
The "body skincare routine" is the new buzz, giving us all the feels for a head-to-toe glow. According to Pinterest Predicts trend report 2023, the term grew 1,025%, and “body care” grew 845 %.
Hot Tip: Keep an eye out for the next big thing in firming subsegments...
As Sol de Janeiro’s cult Brazilian Bum Bum Cream continues it's fulgurent ascention with it's 189 % sales growth in the first half of 2024 fiscal year.
5. The Body Sprays's Back Alright! :
Body sprays are makeing a strategic comeback, and they’re not just for nostalgic Millennials, as they are particularly resonating with Gen-Z and Gen Alpha.
Sol de Janeiro's Brazilian Crush Cheirosa Hair & Body Fragrance Mist is the TikTok viral standout of the moment... So more brands like Rare Beauty have plans to follow suite.
Gen-Z Trend Alert: Affordable body sprays are stealing the fragrance spotlight, making a trend statement without breaking the bank.
6. Blush, Top of the Makeup Trend:
Blush is having a moment, thanks to celebrities and influencers embracing the "clean-girl" look in 2023... And is here to stay with the early 2024 transition into the "Mob wife" aestetic.
Pro Beauty Forecast: Blush sticks, liquid blushes, and all things rosy are on the rise. Get ready to blush your way to beauty stardom!
7. Anticipated Launches in 2024:
With "Value Hacking" pushing brands to stay more competitive and relevant than ever, there is a strong expectations for more beauty product launches in 2024, with a focus on complexion and color complexion categories.
Forecasts suggest continued growth in face bronzer sticks, blush sticks, skin tints, and setting powders, again with a focus on complexion diversity.
BONUS Insight: Gen-Z and Gen Alpha's Beauty Influence:
As Gen-Z and Gen Alpha mature, they diverge from traditional generational molds, revealing a nuanced approach to beauty similar and aligned to the diverse preferences of Millennials and Gen-Xers.
Recent trending content shed light on Gen-Z’s evolving perspective on ageing, and their proactive approach involving serums, fillers, and Botox. This isn't specific to Gen-Z's of course, but the key distinction is in the wealth of information easily accessible to them and where they get their skincare education from... Hint... It's rarely from the brands.
New Gens Beauty Takeaway: Unlike a decade ago, Z's & Alphas leverage platforms like TikTok to explore, share, and understand beauty ideals, launching a tech-driven era of beauty exploration... The narrative extends beyond the curated trends of IG to encapsulate the unique essence of each individual.
There you have it, a nuanced exploration of the beauty panorama in 2024. Remember, it's not just about trends; it's about finding your beauty vibe. Stay fabulous!
Sources:
BOF Beauty forecast 2024
Spate’s consumer trend analysis annual ranking Dec. 2023
Pinterest’s 2023 Pinterest Predicts trend report
Various TikTok creators
And my personal takes on it all.
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