In North America, we're used to beauty competitions filled with floor-length prom-style dresses and loads of makeup. However, Miss Universe Japan is changing all those presumptions.
The latest Miss Universe competition featured the girls in more relaxed designs, natural makeup and, during the swimsuit competition, super-sweet 40s-inspired suits that vintage lovers would love to have.
Nice to see a little less hairspray and more natural beauty from these competitions!
Implications - In a world where the standard for beauty is both uniform and unattainable by the masses, pageants, magazines and other pop cultures mediums that celebrate this ideal are seeing decreased consumer interest. Outlets that approach these rituals in an unconventional, humorous way make a statement about this unachievable standard of beauty attracting consumers who are not interested in celebrating an outdated and irrational definition of beauty.
What's Driving This Trend
- Unconventional Beauty Standards
- Opportunities for outlets to challenge the traditional standard of beauty and attract consumers looking for alternative representations of beauty.
- Humorous Beauty Rituals
- Potential for outlets to approach beauty pageants and magazines in a humorous way, appealing to consumers who are not interested in the conventional definition of beauty.
- Natural Beauty Movement
- Rise in popularity of natural makeup and relaxed fashion designs, creating opportunities for brands to cater to consumers seeking a more authentic and effortless beauty aesthetic.
Who This Affects Most
- Beauty Pageants
- Beauty pageants can embrace unconventional beauty standards and approach competitions in a humorous way to attract a wider range of contestants and viewers.
- Fashion Magazines
- Fashion magazines can feature more natural beauty looks and showcase relaxed designs to cater to consumers seeking a more authentic and effortless style.
- Cosmetics Industry
- The cosmetics industry can capitalize on the natural beauty movement by creating and promoting products that enhance one's natural beauty and cater to consumers looking for a more effortless beauty routine.
