Photo: David Suarez via Unsplash
Driven by the idea of collective responsibility, consumers are redefining the concept of care, moving the emphasis away from the self and onto their community. Brands are being challenged to follow where sentiment is leading, and more than ever before, beauty in the US is being seen as a rallying voice for change.
In our latest report, Redefining Beauty: Makeup Inspiration from the US, we explore the trend for Societal Wellness, where values-driven consumers are challenging brands to take a stand on the big issues and address beauty’s developing role as a therapeutic medium.
As the US grapples with a mental health crisis (10.6% of young people in the US identify as having severe depression, with multiracial youth at the most risk) and growing division over reproduction rights, now is not the time for brands to stay silent. Brands that fail to stand up and be counted may lose the support of their core consumerbase - one in four Gen Z will not spend with a brand that does not take a stance on the big issues. Intrinsic values trump external validation for this powerful cohort.
Below is a taster from our latest report, Redefining Beauty: Makeup Inspiration from the US, where we explore the trend for Societal Wellness through three distinct pathways:
SOUL-CARE - BEYOND WELLNESS
In the grip of a mental health crisis, consumers are seeking solutions that lie outside of conventional thinking and practices. This creates an interesting opportunity for beauty brands, particularly as consumers become more open to alternative treatments that allow them to access deeper emotional healing. Brands are exploring the universes that exist around spiritual wellness, medicinal psychedelics and ritualistic healing in order to engage consumers with the pursuit of a deeper wellness that goes beyond the surface.
ACCESSIBILITY ENHANCED - BEAUTY FOR ALL
As consumers propel the momentum around social awareness, Pride celebrations and Black History Month are growing in significance as opportunities to bring attention to the contributions, and struggles, of marginalized people. In this context, consumers are challenging brands to deliver on their diversity best practices, and move forward with BIPOC and LGBTQIA+ talent at the fore. NPD reports that in the 12 months ending in February 2022, Black-founded beauty sales increased by 45%, while the rest of the market grew by 30%.
POLITIBEAUTY - BRANDS FOR CHANGE
As we live through a period marred by huge civil unrest and global crisis, brands are realizing that they need to be vocal in order to connect with today’s politicized consumers. In the wake of the Supreme Court’s decision to overturn Roe Vs Wade, many key beauty brands have taken a bold stance on abortion rights and issues around women’s equality. The pro-choice message chimes with the overwhelming backlash to the verdict amongst Gen Z . Since the decision was made, well over 100 beauty and wellness brands have joined the Don’t Ban Equality coalition to protect access to reproductive healthcare.
A full copy of the report, Redefining Beauty: Makeup Inspiration from the US, is available to purchase now. Drop us a line for more details, and discover an in-depth analysis of the US makeup sector through six emerging universes and 18 pathways to innovation.