Shared values ​​with the beauty industry – transparency, sustainability, naturalness

According to Mintel’s 2022 report, the need to connect brands and consumers through a more responsible lifestyle is becoming increasingly important. Emphasizes the need for brands to have ethical progress reports.many web3 project It has been thought about sustainable initiatives such as Guerlain, when material becomes art Blending futuristic, ecological and artistic approaches through four digital artworks.project reverse Perpetuate the sustainable values ​​of your brand. The digital world comes to save the real world through a collection of 1828 cryptobees sold to protect real bees and fund the development of nature reserves. These efforts have been well received by consumers and widely shared on social media.

Furthermore, it can be seen that interest in green makeup and natural makeup is increasing. beauty social media trends, with concepts such as the no-makeup look, the dewy look, and the glow-up (the expression reminds me of Netflix shows that celebrate diversity). The beauty field is often linked with other fields such as spirituality and wellbeing. Recently, Kate Moss launched a beauty and wellness brand that shines a light on wellbeing with healthy lifestyles, beauty products, teas and more. daily ritual.

Authenticity and creativity through the prism of the digital world

More than ever, the connection between the physical and digital universes allows consumers to express themselves in multiple ways.Besides cyborg style filter (pore-free skin, high cheekbones, cat eyes, large eyelashes – coined “Instagram face”), the digital world allows people to be different and free. Make shopping easier Virtual try-on, widely developed in the beauty sector to visualize products on your own.Abundant use of technology Customer Experience, Personalization, Brand EngagementA recent survey found that 92% of Gen Z consumers are interested in augmented reality during their shopping experience. Yves Saint Laurent offers his three tools for experimenting with augmented reality from the comfort of your own home. Dress up your lips for lipstick makeup, master your eye gaze, and face your style for your skin.

Today many brands increase touch points It’s a way to extend your brand’s visibility and reach the world and connect with consumers during product launches using virtual pop-ups, immersive screens, augmented reality filters and more.Latest example by Prada Paradox It shows how the barriers between the real and digital realms have been removed. The brand asked followers if fragrances could exist in the digital space, inviting them to explore their ever-evolving multidimensional selves and identities.

Redefining beauty and breaking down barriers

What is beauty? On social media, the concept is more inclusive and universal, advocating “happy beauty.”launch of CliniqueThe first NFT named Metaoptimist is imprinted with this positive attitude. Another campaign by the brand aims to use NFPs (Non-Fungible People) to include diversity in the metaverse, showing people with different skin tones, face shapes, hairstyles and makeup. looking for. TikTok reports that beauty videos are on the rise around the world, with content celebrating beauty and imperfections, inclusivity and difference. Only the community has contributed to redefining what beauty is and what their expectations are.

Some brands are inspired by virtual worlds in the creation of their products, offering consumers new spaces. game industry.mac cosmetics Thus, we created 12 makeup looks within the game The Sims 4 and started a collection inspired by the game Honor of Kings. Gaming markets pave the way for more freedom in the world of aesthetics, allowing users to express their identities through their avatars. Bridges, experiences and emotions are born.

In an ever-changing world, the links between the digital and real worlds, the quirky and the natural, the identity and the other are myriad. The future of beauty will be shaped by consumers themselves and an increasing number of digital experiences that are more authentic and community-focused. In this context, the customer experience needs to be reimagined to generate engagement and bring communities together around shared values. These evolutions leave room for creative evolution for both brands and consumers.

WANDS, a global communications agency, tells stories and reveals excellence, luxury and premium-conscious brands in strategic and innovative ways. Agencies adapt nimbly and source the best professionals/technologies. It’s all about impactful, engaging ideas, and bespoke services by serving emotions.


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