Beauty Reloaded: Top Cosmetic Trends Shaping the Digital Age and Beyond

Young Won Park () and Paul Hong ()
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Young Won Park: Saitama University
Paul Hong: The University of Toledo

Chapter Chapter 12 in Cosmetics Marketing Strategy in the Era of the Digital Ecosystem, 2024, pp 207-224 from Springer

Abstract: Abstract This chapter, “Beauty Reloaded: Top Cosmetic Trends Shaping the Digital Age and Beyond,” discusses the evolving landscape of the cosmetics industry in the digital era. It highlights the shift towards natural and organic cosmetics, driven by consumer demand for purity and sustainability. The clean beauty movement, which combines natural ingredients with safe chemicals, is gaining popularity globally, with major players like Shiseido acquiring clean beauty brands to adapt to this trend. The emergence of robust clean beauty certification systems, such as those established by Credo Beauty and adopted by Sephora, emphasizes transparency, safety, and eco-conscious practices. Additionally, the chapter explores the significant rise in male grooming, influenced by cultural phenomena like K-Pop, and the increasing acceptance of makeup as a form of self-expression beyond traditional gender norms. The industry is also moving away from promoting whitening cosmetics, aligning with a global shift towards inclusivity and diversity. This reflects a growing recognition of the multifaceted nature of beauty and the rejection of discriminatory beauty standards. The chapter also delves into the rise of femtech in cosmetics, focusing on women's health and wellness, and the growing trend of individual-created cosmetics brands by non-traditional experts, emphasizing authenticity and personal connection. The industry is adopting inclusive business models targeting lower-income groups, aligning with Sustainable Development Goals (SDGs) and promoting accessibility and affordability. Environmental sustainability and packaging innovations, such as the Loop system for reusable containers, are also examined as ways to reduce ecological impact. The chapter concludes by emphasizing the importance for cosmetics companies staying agile and adapting to these evolving trends and consumer values in the digital transformation era, ensuring continued success and relevance in the rapidly changing beauty landscape.

Date: 2024
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DOI: 10.1007/978-981-97-3674-4_12

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