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Consumer trends in beauty 2018 : Canvas8

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The key consumer trends and insights influencing the Beauty sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

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Consumer trends in beauty 2018 : Canvas8

  1. 1. Behaviours impacting BEAUTY
  2. 2. A highlight of key insights and innovations impacting the way we keep ourselves looking good.
  3. 3. MY WAY 3BLENDING GENDERS 2SERIOUS FACE 1 FOREVER YOUNG 4
  4. 4. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean1 SERIOUS FACE People are seeing beauty as more than vanity With the intricate work of make-up artists gaining thousands of Instagram followers and new brands seemingly popping up every day to cater to niche tastes, people are recognising the artistry that goes into beauty, seeking out inspiration as they experiment with their appearances. Beauty Behaviour
  5. 5. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean1 Beauty insider community The average American woman spends $300,000 on face products over her lifetime, and in the search for the ideal foundation or eyeliner, many will seek advice online. Sephora’s Beauty Insider Community is an interactive online platform that’s positioning itself as a go-to source for this info. In practiceBeauty
  6. 6. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean2 BLENDING GENDERS People re putting their best face on, regardless of gender Over three-quarters of Britons believe that traditional gender roles are irrelevant, so the idea that make-up is a women-only game has become outdated. As more men express an interest in painting their faces, brands are opening up to a much wider pool of potential beauty addicts. BehaviourBeauty
  7. 7. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean2 Jeffree Star Cosmetics Boasting millions of followers and a cosmetics line that frequently sells out within minutes of a restock, Jeffree Star is one of the make-up mavens transforming the beauty industry by diminishing the dominance of global brands and encouraging men to try on a little lipstick. In practiceBeauty
  8. 8. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean3 MY WAY People are using make-up to express their identity When it comes to self-love, the beauty industry is often blamed for preying on people’s insecurities – and even creating them. Given that just 59% of American women are comfortable with their own appearance, brands are campaigning to turn self-doubt into self-worth. BehaviourBeauty
  9. 9. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean3 Milk In a rush? No make-up brush? No worries. Milk understands the way young women think about and use beauty products. Sold as ‘high concept, low maintenance’, it’s inspired by and designed for creative, cool girls – providing mascara that’ll stay on all weekend and lipstick that’s actually kiss- proof. In practiceBeauty
  10. 10. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean4 FOREVER YOUNG People are seeking ways to ease the pressure of ageing While ageing is inevitable, the pressure to stop the visual signs in their tracks has people spending significant sums on cosmetic treatments and surgeries. But not everyone wants to try dermaplaning or get injected with Botox, with many instead seeking to grow old more naturally. Beauty Behaviour
  11. 11. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean4 The ageing battle For many women, wrinkles and grey hair are seen as things that must be fixed to maintain a sense of self. Abigail T. Brooks, author of The Ways Women Age, explains why women feel pressure to stop time in its tracks, and how easy access to Botox is impacting perceptions of ageing. In practiceBeauty
  12. 12. Want more? YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE Get in touch to discover more about behavioural insights www.canvas8.com

The key consumer trends and insights influencing the Beauty sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

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