Keeping Pace with The Changing Face of Health & Beauty

FROM FLAWS TO FAB: How your brand can ride the wave of realness

The health and beauty landscape is having a makeover, and it’s challenging traditional beauty ideals and redefining traditional beauty ideals and reshaping marketing strategies.

In the first of our deep-dive blog series into emerging health & beauty trends, we’ll explore how to fuse creativity with data-driven insights, crafting campaigns that genuinely resonate with today’s audience.

Ready to stay ahead of the curve? Think of this as a wellness check-up for your brand’s future.

HOT TOPIC: BEAUTY REDEFINED

The health & beauty industry is undergoing a significant shift. Consumers no longer want to chase the dream of attaining so-called perfection, instead they’re increasingly embracing inclusivity and individualisation.

Here’s how we see the future’s going to shape up (spoiler: these new attitudes are here to stay)…

• Over the next 1-3 years, consumer demands for diverse representation will drive innovation, with beauty seen more as a form of self-expression than merely a blind conformity to pre-set standards.

• In 3-5 years, brands will need to cater to a broader range of audiences by offering inclusive or niche products catered to increasing gender categories, sense of individuality and broader age groups.

• 5+ years, consumers will move away from traditional beauty norms and embrace a more expansive view of self-expression. The definition of beauty will become increasingly fluid, with a focus on personalised and even permanent enhancements. Tattooed eyebrows and lipsticks, anybody?

HOT TOPIC: UNAPOLOGETICALLY ME

With traditional beauty and style conventions being challenged by this desire for inclusivity and authenticity, many consumers are already rejecting the pressure to look ‘glamorous’. In fact, what were once perceived and marketed as flaws (think spots, wrinkles and freckles) are now being celebrated, and unapologetically so.

To resonate, the health & beauty sector is having to adapt, and fast.

TIKTOK KEEPS IT REAL

TikTok is a great example of this new self-confidence. Thousands of users are promoting their individuality and unashamed realness, embracing ‘bad taste’ and anti-minimalism. This trend particularly allows younger consumers to express their true selves, no matter how ‘offbeat’ they might appear.

OTHER TRENDS TO LOOK OUT FOR…

Gender Unbound: As traditional notions of gender and sex are upended, consumers are embracing the freedom to blur the lines when it comes to how they self-present. An example of this is the growth of makeup use among men.

Beyond Human: Our understanding of human potential is expanding, and biohacking is one way consumers are testing the limits of their bodies. (For those who don’t know, Biohacking refers to the practice of making small, science-backed changes to your lifestyle to improve your health, performance, and well-being.) This can be purely aesthetic for some consumers, but other augmentations are designed to stretch the very limits of what is considered under the ‘beauty’ banner. Think light therapy, blue light blocking and cryotherapy.

LET’S JOIN THINGS UP

So, how can you take all this insight and turn it into action?

HOW TO ACT

Embrace Body Positivity

Social media conversation also shows that consumers are keen to rewrite the beauty rules. The hashtag #bodypositivity has over 12 million on Instagram and an incredible 46 billion views on TikTok. Similarly, #skinpositivity has 282,000 uses on Instagram, and over 922 million views on TikTok.

Get Real

Minimalism is becoming less desirable, consumers now prefer raw, unfiltered content that reflects realness, even if it’s tacky or weird. Reevaluate your influencer partnerships – those with polished aesthetics may be losing appeal. Instead, focus on younger or less refined influencers whose authentic style resonates with today’s audience.

LOOKS AREN’T EVERYTHING – THE POWER OF SELF-EXPRESSION

Go-to-Market Product Messaging

Got a new product to launch? Instead of positioning it as a tool to achieve a certain look, think of it as a means for empowering self-expression.

People don’t identify with catwalk ‘beautiful people’, instead highlight versatility and inclusivity in your product messaging and show a diverse range of people in visual content.

A few more things to consider:

• How each product can be adapted to suit diverse needs and preferences
• Use language that celebrates “flaws” and promotes the idea that your beauty products are there to enhance rather than conceal individuality
• Highlight community stories to reinforce this ethos

Influencer Marketing

Collaborate with influencers who use beauty products as a form of self-expression, across gender spectrums and cultural backgrounds. You could also choose trendsetters who are vocal about embracing flaws and have a less polished aesthetic. Have them share personal stories about overcoming beauty standards, incorporating your brand’s products into their narrative to emphasise authenticity.

Getting Creative

Embrace Beauty in all forms

You don’t have a typical-looking customer anymore, try showcasing their diversity through photoshoots and videos that highlight their personal journeys. To really resonate, develop content that showcases how they use the brand’s products to highlight their individuality, emphasising inclusive and niche product ranges. You can dip into a wonderful mix of backgrounds, ages, body types, genders, and abilities to celebrate the rich tapestry of beauty that exists in the real world.

ACTIVATION IDEAS

Now that real beauty holds no bounds, here are a few ideas to kickstart your activation plans…

Beauty Redefined/TikTok Activation: Launch a TikTok challenge celebrating diverse beauty by encouraging users to share their unique beauty routines or unconventional looks, using a branded hashtag that promotes inclusivity. Partner with creators who embrace a broad spectrum of beauty to drive engagement.

No Filter. No Apologies: Highlight posts that celebrate imperfections, using influencers known for their authentic approach to beauty. Showcase consumers who defy conventional beauty norms, creating a visual narrative that empowers others to embrace their authentic selves.

Beauty in All Forms on Black Friday: Bridge the gap between mental health and wellness by using beauty as a tool for empowerment. Partner with charities to create uplifting campaigns that promote self-care and well-being, emphasising that beauty is not just about appearance but also about fostering inner confidence and positivity.

How about a Black Friday campaign that focuses on self-care and mental wellness through beauty? Offer exclusive discounts on products that promote relaxation and well-being, like skincare sets, aromatherapy kits, or beauty tools designed for at-home spa experiences. Include a charitable component, such as donating a portion of sales to mental health organisations, to encourage shoppers to give back while treating themselves or their loved ones.

GET INSPIRED

See how other brands are doing it…

Need our help?

We’re Ride Shotgun, experts in brand strategy, activation and creative content production. Purpose-built to match the pace of modern marketing, we have specialists at every step of your journey. Our joined-up approach means no opportunity is ever missed to do better, work smarter and achieve more for your brand than ever before. Right, let’s get your brand not only looking at its absolute best, but giving your core audience all the feels…

Here’s how we can partner with your brand:

• Creative Content
• Influencer Marketing
• Marketing Messaging/Brand Strategy
• Go to Market Product Fit
• Campaign Activation

And much more…