Page 136 - EM - Export Magazine Perfumery Edition

BEAUTY’S NEW AGE:
THREE MOVEMENTS SET
TO DEFINE WHAT IT MEANS
TO BE WELL AND FEEL GOOD
In recent years, the definition of beauty
has evolved from a notion of aesthetic
pleasantness to a broader consideration
of inner balance and psychological
well-being. Amid challenging climates
rooted in political tension, recession and
environmental crises, pathologies linked
to stress have recently soared.
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In search for reassurance, consumers are three key movements set to define the
turning to beauty to help them heighten future of holistic beauty within the next
their sense of self-awareness and craft three years, how this translates on the
their own well-being, and a newfound beauty market today and what this may
awareness of psychological and entail for its future.
emotional states is becoming ever-more
woven into the beauty category. Indeed, COGNiTiVe weLLNess:
with life today having been described as LeVeRAGiNG MeNTAL
a state of “perma- crisis,” it’s no surprise weLL-BeiNG
that consumers are feeling burnt out. With the perma-crisis in mind, we
can expect consumers to increasingly
As one response, consumers are seeking look for ways to lift their mood and
out beauty and personal care that offers manage their emotions. Stimulation
more profound experiences and that via color, texture, fragrance, and
goes beyond the aesthetic, amplifying safe, mood-altering ingredients can
the effects of the time that they spend offer consumers moments of healthy
on themselves. They are avidly turning relaxation, engagement, or escape.
to beauty products and routines that can There will likely be opportunities for
enhance their well-being, improve their brands to expand their cosmetic product
psychological health, address stress, offer toward a broader definition of
and quiet a racing mind. In Nielsen IQ’s beauty that addresses brain health and
report “The 2022 State of Consumers” well-being. From a brand and product
released in January, surveys found that development point of view, as beauty is
over half of respondents consider mental a highly emotional territory, being able
health and stress management to be top to measure the tangible benefits of color,
priority, with 65% responding that mental texture, and fragrance on the brain could
wellness was “one of the areas that will represent a tremendous competitive
be most important to (them) in the next advantage for brands. Colors, shapes,
12 months,” while stress management, textures, and even fragrances have been
relaxation, and sleep ranked as the fourth proven to affect one’s mood and play
most-popular response, chosen by 59% an important part in a brand’s overall
of those surveyed. This prioritizing of desirability. While external stimuli
mental health is translating into a holistic remains key in evaluating a product or
approach to beauty, as brands actively brand, experts are also exploring the rise
seek to lift consumers’ mood and spirit. of microdosing and its role in the beauty
At BEAUTYSTREAMS, we have identified industry. Andrew Hessel, Co-Founder