Brands offer makeup and hair care collections themed around cities
Implications - Brands in the cosmetic and care industries are putting out items that are inspired by various geographic locations around the world — namely large cities. These collections give consumers incentive to purchase them as a whole rather than purchase only some of the individual products they’re comprised of, and connects to consumers’ sense of aspiration.
Workshop Question - How could your brand offer aspirational products to its consumer?
Trend Themes
1. Geographic-themed Beauty Collections - Geographic themes such as cities are inspiring cosmetic and hair care brands to create collections that give consumers an incentive to purchase them as a whole, offering new and lucrative opportunities for retail.
2. Celebrity-inspired Beauty Collections - Celebrities are collaborating with cosmetic brands to create inspired collections based on their personal experiences, lives or aesthetics, giving them great marketability due to the fandom.
3. Localized Haircare & Skincare Products - Haircare and skincare products are being localized to specific regions or lifestyles, providing targeted solutions and differentiated positioning, creating new market segments and customer loyalty.
Industry Implications
1. Beauty & Cosmetics - As consumers increasingly place importance on self-care and self-expression, the beauty and cosmetics industry is presented with new opportunities to differentiate their brands and products, and to reach out to new customers.
2. Retail - With the introduction of geographic-, celebrity-, and lifestyle-themed collections, retailers can create unique, aspirational and cohesive shopping experiences, increasing brand loyalties and differentiating from their peers.
3. Entertainment - Cosmetic collections inspired by celebrities and their lifestyles build an ardent fan base while strengthening brand recognition. Thus, the entertainment industry can leverage these collections for brand promotions and endearing audience loyalty by creating exceptional consumer experiences.
