Heavily edited skin is no longer acceptable in mainstream campaigns
Trend - Recent movements towards a more inclusive and body positive society have shown a marked shift in mainstream perceptions of "imperfect" skin. Beauty campaigns and photography that lets one's natural, unadulterated skin shine through signals a shift in attitude toward a more accepting view of self.
Insight - As Millennials and Gen Z consume the majority of their content online, they're more frequently seeing authentic self-expression from their peers. This shift has in turn leaked into the influencer and marketing industry, as these demographics are increasingly attracted to brands and individuals who offer content that they can relate to rather than aspire to.
Insight - As Millennials and Gen Z consume the majority of their content online, they're more frequently seeing authentic self-expression from their peers. This shift has in turn leaked into the influencer and marketing industry, as these demographics are increasingly attracted to brands and individuals who offer content that they can relate to rather than aspire to.
Workshop Question - How can your brand leverage social media trends in its favor?
Trend Themes
1. Inclusive Beauty - As society shifts towards a more inclusive and accepting view of self, beauty brands are embracing authenticity and banning retouching to target younger demographics who seek relatable content.
2. Acne-positive Campaigns - With acne no longer a taboo topic, skincare brands are normalizing conversations about blemishes and aiming to help people move past insecurities to showcase a variety of faces with varied texture so that all people see themselves portrayed.
3. Branded Skin Positivity Campaigns - With social media models, bloggers, and TikTok stars revolutionizing the beauty industry, it's become a trend for skincare brands to leverage their audiences to reach a younger demographic through campaigns with authentic influencers.
Industry Implications
1. Beauty Industry - Brands are embracing authenticity and banning retouching to target younger demographics who seek relatable content.
2. Skincare Industry - Skincare brands are normalizing conversations about blemishes and aiming to help people move past insecurities to showcase a variety of faces with varied texture so that all people see themselves portrayed.
3. Influencer Marketing Industry - With social media models, bloggers, and TikTok stars revolutionizing the beauty industry, it's become a trend for skincare brands to leverage their audiences to reach a younger demographic through campaigns with authentic influencers.
4 Featured, 35 Examples:
70,650 Total Clicks
Date Range:
Feb 18 — Jun 20
Trending:
Warm
Consumer Insight Topics:
