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Sectors worldwide will come and go, with companies building and rebuilding yearly, giving the world its regular dosage of the market ouroboros. Amidst all of the swing and success, one thing that persists is the vibrancy of wellness brands in the beauty care industry. Did you know that India’s beauty and personal care industry is worth $15 billion? Scintillating itself in every form and aura, there is no limit to its creativity, making beauty brands’ customers more loyal than ever.
The Pandemic left many sectors in utter shock and dilemma, shaking some to their core. The beauty industry was no stranger to this effect, but it grew out from the scourge in a thriving light. Even in the middle of the pandemic, there was no shortage of fashion trends circling our lives and making statements and signatures. The world noticed the return and adieu of many fashion sensations. While some comebacks made an excellent stay, others couldn’t remain in vogue for too long.
The online tutorials, DIY hits, e-shopping, the beauty care took quite a turn. With influencers reigning the social media trends and eliciting beauty and makeup demands, companies’ marketing strategy has also witnessed significant changes.
The future of the beauty care industry has somewhat differentiated priorities suitable for the present needs. Companies that catch up to these trends are the ones that will make a magnified name for themselves in the millennial and Gen Z market.
The new age of consumers is keen on knowing every tiny detail of the products that they are consuming. Reading the labels, ingredients involved, and place of origin is essential for them to bring it down to a science. Gone are the days when customers would eat up and plaster their pallor with whatever chemicals presented to them. With a particular interest and knack for healthy skin, people are willing to shift more towards organic and natural products. The brands that are wise to switch to a vegan and organic products are more likely to make a success.
The long span of Covid presented people with the taste of digital assistance. Although the world has come to an offline end, people have still not satiated with it anymore and crave the brush of digital means. Booking appointments, online consultations, video tutorials, DIY techniques, and applications that give a more pronounced virtual experience are all here to stay and very much in vogue in the present market. Digital mode provides an easy and more efficient service, free of long-standing fuss and hassle.
“No-makeup” makeup wasn’t an online gimmick of a day and was assumed to be dead after that. People are tilting more towards “less” beauty care routine that is less time-consuming and soberer. Most consumers don’t use more than five or three products daily to accessorise their look. Low maintenance is the new avant-garde of the crowd. This trend is born out of people’s inclination towards acceptance. The idea of accepting our flaws, being confident in our skin despite its shortcomings and defying to stand up to the conventional notion of beauty. Herbal cosmetics and products rich in nutrients and vitamins that inflate skin quality rather than just decorating are in growing demand.
Consumers of the present era vehemently disregard the mainstream industry’s practice of idealising euro-centric, white, cishet features into the epitome of beauty. The growing demand for authentic makeup that allows people to embrace their true selves without accessorising them with features alien to their skin is pushing brands to pan out their products differently. Many beauty lines have launched as many as 50 shades of foundations inspired by the idea. Inclusivity isn’t a trick of loading profits and luring customers but a need of the hour. Promoting inclusivity and embracing diversity would attract customers and retain the existing ones, glorifying the brand’s name in a warmer and more respectful sense.
For decades beauty care industry has only centred on the needs of females and promoted fully female-centric products. This left the other half of the population with no choice but to use the products already in the market. But female products are designed by keeping in mind female needs and features. Thus, they are unsuitable for male skin. The rising desire for male products and the increase in male customers have moved brands to launch products specifically designed for men.
The demand for customised products is on rising sensation. Products that aren’t generalised for the masses but are specifically designed to cater to the requirements of our very own skin. People now prefer personalised products over more common ones. The new generation is indeed very picky about their taste, but the good thing is they are also aware of what they want. This makes it easier for the brand to structure its manufacture and launch precisely as the public wants.