Consumers will demand that their individual needs are answered with options or customisable beauty. Brands will embrace inclusivity and address individual beauty concerns which will result in more customisation and personalisation of products

Beauty looks like me

Because beauty customers often take their cues from those closest to them, it is no surprise that they are looking for beauty products and services that are appropriate to their age and ethnicity.

What’s more, they expect to see beauty in all its many shapes, sizes, and colours presented in positive and realistic ways.

Accurately and positively reflecting age is top on their list (54%), followed by images that show reality (i.e. cellulite, tooth gaps, scars, gray hair, wrinkles), not photo-shopped perfection (51%). Embracing the beauty in all body sizes (49%), facial features (47%), race/ethnicity (42%), skin color (40%) and genders (40%) are also important.*

The beauty consumer is changing in how they define beauty and demanding an inclusive and authentic image.

In the past, the idea was that if you told people they weren’t good enough, by creating this aspirational messaging, they would constantly be spending money buying your product to try and be good enough.

But the truth is, you don’t have to make people feel like crap to buy your service. If you celebrate people, they're going to want to buy into what you represent.

Consumers today are claiming their right to define beauty on their own terms. That is an insight that will guide the beauty industry to grow and prosper in the future. So when it comes to reaching out to customers in 2020, it’s worthwhile understanding what your customers want and reflecting that in your messaging through your brand if you want to stay relevant.

Getting up-close-and-personal is how to influence beauty customers

Another interesting trend is that, whom you market too plays a huge impact on how your messaging should be crafted.

The people we are closest to have a far greater impact on how we define beauty and guide us in our choices, more than paid influencers or brand-generated advertising and marketing. This has implications too for beauty retailers to make the most of their potential to develop close personal connection with customers.

While beauty influencers James Charles and Kylie Jenner have millions of global followers, mothers are the most influential in shaping people’s beauty routines around the world.

  • About half (49%) of global respondents called their mother influential to their personal beauty routine.

  • Friends and family rounded out the top three influences with 48% and 45%, respectively. They ranked well ahead of online videos (34%), magazines and print media (33%) and Instagram (31%).

Influencer marketing strategies may not be all that effective in the future. Of course, consumers are not always conscious of what and how their behaviours are influenced, but this shows where consumers lay their trust on.

Given the influence of mothers on younger women’s beauty routines, it points to the need for beauty brands to develop multi-generational strategies. It’s important that you know which generation your services are tailored towards. So if your market targets baby boomers, 70% of adults aged 50-64 used social networking sites, with the vast majority engaging with Facebook to revive “dormant” relationships. The Boomers are the most likely to misunderstand Facebook remarketing ads clogging up their Newsfeeds but still be receptive to direct marketing/sales tactics; they like to talk to real people so we usually recommend Chatbots here are fantastic for this approach. Boomers have the highest value as consumers in the market today and it benefits to learn the differences between each generation and craft your strategy to fit.


In closing, ultimately beauty is as beauty does and it is defined in this survey as confidence, kindness, and intelligence. Consumers today are claiming their right to define beauty on their own terms. That is an insight that will guide the beauty industry to grow and prosper in the future.

Business should be looking towards more personalisation in their offering, to allow consumers to express their unique character in an industry that frequently reduces them to a demographic group. On the theme of personalisation look at Mink resurfaced to make the world’s first 3D portable makeup printer available for pre-order earlier this year. OR, look into skin care DNA testing for inspiration. It’s amazing how far the beauty industry is going into determining the best treatment options for your skin through testing your genes.

Cheers to 2020! It's going to be an amazing year for the beauty industry.

* Data taken from Ipsos study report entitled “what the future: Beauty”

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