ANALYSIS 37
portrayed by artists such as Lucian Freud, Francis Bacon or Frank Auerbach. ‘Heartmonic’ is an interactive performance that explores emotion as a universal language. The participants’ heart beats are recorded and translated into sounds thereby “composing” a symphony based on the emotional interactions they experience.
Finding out a common and unstereotyped semantic to express care and wellness Developing a new, universal lexicon merging the words associated with wellness with the vocabulary of beauty and excluding all terms denoting stereotypes. This is what neuroscientist, Anjan Chatterjee, proposes in his research report Beauty2Wellness to help the cosmetics industry address biases linking physical appearance with self-esteem. This initiative could change common thinking that too often takes the verbal description of an individual’s superficial qualities as an indication of their inner qualities.
The universal trend: business implications for the beauty industry Update marketing segmentation Rethink traditional marketing segmentation in retail spaces and communication: find new ways to present and promote products without referencing an age, sex, social or ethnic category. Invent new narrative
Continue to innovate in all-in-one solutions Elaborate non-segmenting packs (by gender or age); products and formats designed to address all types of needs (adults, children, seniors; expand make-up/beauty care duos (moisturizing foundations, nourishing mascaras, restorative lipsticks).
Capitalize on expertise Draw on expert opinions for products and communication designed to address physiological and physical needs that concern everyone. Use scientific or clinical expertise to deliver a universal benefit.
formats and marketing messages that focus on a lifestyle, a common need, and with an authentic tone of voice. Combat the stereotypical effects of beauty semantics.
Clean & basic
Capitalize on “clean beauty” with low impact and universal galenic formulas and formats that emphasize a product or ritual’s transparency; propose simple, all-around protocols: 360° solutions that encompass aesthetics, beauty care and lifestyle routines. Develop products that address a universal function (cleansing), to which an additional property is associated.
For fragrances Promote synthetic molecules as possible universal olfactory directions: sensorial experiences that touch everyone and transcend traditional cultural dividing lines. Develop the notion of a universal fragrance based on new research into universal ingredients that have strong olfactory connotations across different cultures (cocoa, coffee, honey, milk, rice, spices, wood). For more information like this you can access Peclers exclusive insights and forecasting guidance through target trend books or customized consulting to help you envision your brand singularities in the world ahead.
PC
May 2019
PERSONAL CARE NORTH AMERICA
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