The impact of technology and new uses on the future of beauty

Beauty and the sharing of common values ​​- transparency, ecological commitment, naturalness

The need to connect brands and consumers through more responsible living is growing, according to Mintel’s 2022 report which highlights the need for brands to have ethical progress reports. The projects in web3 are often organized around ecological commitments, such as the project Guerlain, When Material Becomes Art which mixes futuristic, ecological and artistic approaches, through 4 digital works. The project The Reaverse extends the brand’s ecological values ​​– digital comes to the rescue of the real world, with a collection of 1828 cryptobees which are sold to preserve real bees and finance the development of a nature reserve. These initiatives are particularly appreciated by consumers and widely relayed on social networks.

We also note an interest in green make-up or in naturalness, as expressed by beauty trends on social networks, with the concepts of “No make-up look” (a natural make-up), the “Dewy look” (a rosy and luminous complexion) or the “Glow up” (nude make-up with luminous touches – the title is not not to mention the Netflix show that celebrates diversity through makeup). It is no longer rare to see beauty associated with other areas, such as spirituality and well-being: recently Kate Moss launched her beauty and well-being brand, highlighting both a healthy lifestyle, aesthetic products and others to take care of care, such as tea, to accompany a daily ritual.

Authenticity and creativity through the prism of digital

More than ever, the union between the real and the digital allows consumers to express themselves in a plural way. Beyond the filters that reveal a cyborg face, with smooth skin, high cheekbones, doe eyes and XXL lashes, an aspect nicknamed the “Instagram Face”, digital offers the possibility of expressing oneself differently and freely. Not only does digitization facilitate purchasing, through the use of virtual try-onwidely developed in the aesthetic universe, which makes it possible to visualize a product on oneself, but this enriches customer experience, personalization and engagement with the brand. A study indicates that 92% of Gen Z are interested in augmented reality during a shopping experience. Thereby, Yves Saint Laurent offers three tools to try out augmented reality from the comfort of your home – Dress your lips, Master your gaze, Face your style.

It is now common for brands of multiply points of contactduring a product launch, with virtual pops, immersive screens, augmented reality filters… The brand universe develops and a link is created with the consumer. The last example of Prada Paradox which asks its subscribers if a fragrance can exist in a digital space, testifies to this openness, to the erasing of borders, while users are invited to a multi-dimensional self-exploration and a constantly evolving self-expression.

Redefining beauty and erasing barriers

What is beauty? On social networks, the concept is now more and more inclusive and universal, advocating “happy beauty”. The launch of the brand’s very first NFT Clinical, named Metaoptimist, is part of this positivism approach. Another campaign aims to include more diversity in the metaverse, with NFPs (non-fungible people), looks for people of multiple skin colors, face shapes, hairstyles and makeup. A report from TikTok highlights the rise of beauty videos globally on the platform and content that celebrates both beauty and flaws, inclusiveness and difference. Online communities are redefining what beauty is and their expectations.

Some brands are also inspired by the virtual for the creation of products, offering a new space to consumers, similar to the world of gaming. MAC Cosmetics created 12 makeups within The Sims 4 game, and developed another collection inspired by the game Honor of Kings. Gaming paves the way for freedom in the aesthetic medium, allowing users to express themselves in new ways through their personalized avatars. Bridges, experiences and emotions are created between the two worlds.

In this moving world, the parallels between the digital and the real, between a form of eccentricity and naturalness, between the self and the others, are innumerable. The future of beauty is being shaped by consumers themselves and by the rise of digital experiences that are more authentic and focused on communities. In this context, the customer experience must be rethought in order to generate commitment and unite audiences around shared values. These developments leave room for creative possibilities for brands and consumers.

WANDS, a global communication agency, tells stories and highlights in a strategic and innovative way brands sensitive to excellence, luxury and premium. At the service of emotion, WANDS are impactful and engaging ideas, exceptional tailor-made.

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