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Fashion Consumer Insights

Deodorant Stone
Brands are launching deodorants made from mineral crystals like potassium alum
Trend - Deodorant stones, crafted from natural mineral crystals like potassium alum, are marking a significant shift in personal care preferences towards natural and sustainable alternatives. These stones, praised for their absence of synthetic fragrances and aluminum, cater to a growing consumer base seeking transparency and minimalism in their hygiene products.

Insight - Driven by a heightened awareness of potential health and environmental concerns linked to traditional formulations, the shift towards aluminum-free, unscented personal care solutions is becoming more commonplace. This reflects a broader cultural shift – a yearning for simplicity, transparency, and sustainability. Consumers seek cleaner routines and prioritize natural ingredients for holistic well-being, shaping a future where personal care choices are guided by both health and the planet.
Workshop Question - How can your brand cater to the growing consumer demand for transparency and environmental responsibility?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Glycolic Acid Spray
Brands launch glycolic acid sprays as an underarm brightening treatement
Trend - Glycolic acid sprays, derived from natural sources like beets, sugarcane, and fruits, are carving out a niche in the skincare market. Focused on breaking down the bonds of dead skin cells, these sprays are emerging as innovative solutions for not just enhancing skin brightness but also for addressing concerns like underarm odor and discoloration.

Insight - Consumers are seeking natural, science-backed products that target niche concerns. These individuals are embracing potent yet noninvasive options. For consumers seeking products that are aligned with their personal skincare goals, transparency around ingredient benefits and origins becomes crucial. Brands that educate their audience on the efficacy and safety of their formulations will foster a more informed and health-conscious consumer base. In doing so, brands can navigate the fine line between efficacy and gentleness, catering to the evolving skincare savvy and health-conscious market.
Workshop Question - How can we use social media to simplify and share the science behind our skincare products, empowering consumers and strengthening their connection to our brand?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kojic Acid Skincare
Beauty products are leveraging kojic acid in their offerings
Trend - Kojic acid skincare is gaining momentum within the beauty industry as consumers search for natural solutions to skin concerns like hyperpigmentation and uneven skin tone. Derived from fungi, kojic acid's ability to inhibit melanin production makes it a potent ingredient for brightening the skin.

Insight - As consumers grow more discerning about skincare, the allure of products featuring natural ingredients with tangible benefits intensifies. As individuals become savvier about ingredients, there's a demand for transparent, science-backed solutions that align with their values and needs. This dynamic invites brands to consider how they communicate the benefits, origins, and safety of such ingredients in a way that resonates with and educates their audience.
Workshop Question - How can your brand effectively target the growing consumer demand for transparent, science-backed skincare solutions?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Enhancement
Cosmetic injections are repositioned for exclusivity-focused luxury shoppers
Trend - Following the popularization of injectable cosmetic treatments, brands are now introducing products marketed as elevated and exclusive versions of these procedures. These alternatives include topical serums, creams, or devices that target specific skincare concerns such as wrinkles and fine lines.

Insight - As cosmetic treatments become more accessible to the general public, wealthy consumers are seeking out products that are marketed as alternatives to injectables and commonly available treatments. These consumers seek differentiated, premium solutions that reflect their higher status and discerning taste when shopping. Businesses that cater to the demand for premium and exclusive beauty products can appeal to luxury consumers who prioritize investing in the unique and unattainable.


Workshop Question - How can your brand distinguish its premium offerings from its standard ones?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Skincare
Artificial Intelligence is being used to improve the efficiency of skincare treatments
Trend - Beauty brands are using artificial intelligence to create more effective skincare solutions. These solutions include apps and smart devices as well as serums and lotions. The use of AI enables the apps and devices to determine the optimal skincare regiment for each user.

Insight - Younger generations face increased pressure related to beauty standards in large part due to social media platforms. These consumers are more likely to try new viral and experimental products to achieve their beauty goals better. Brands in the beauty space are leveraging younger consumers' natural affinity for technology in their new products and services, leading to an increased investment in artificial intelligence-related solutions.
Workshop Question - How could your brand leverage artificial intelligence in its products or services to better address the needs of younger consumers?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Hair
Brands are pushing back against beauty standards with haircare campaigns
Trend - Beauty brands are encouraging self-expression through diverse hairstyles in new marketing campaigns. With a primary focus on textured hair, these campaigns challenge beauty standards and champion cultural roots and individuality. These campaigns leverage authenticity to capture new audiences.

Insight - Beauty brands often struggle with expansion beyond their established target audiences, with many only being popular among certain demographics or regions. However, despite offering products catering to diverse audiences, brand engagement does not always expand quickly, leading to these brands seeking partnerships with agencies or adjacent companies to launch campaigns. By targeting and authentically connecting with the target demographic, these brands can gain the trust of new consumers.
Workshop Question - How could your brand expand its market presence by fostering a positive connection with its audience through transparency?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Melanin Serum
Beauty brands are launching serums designed for melanin-rich skin types
Trend - Beauty brands are releasing skincare lineups specifically designed for melanin-rich skin. These collections include serums, moisturizers, and cleansers designed to reduce signs of aging and promote healthy skin in individuals with colored skin. These brands are backed or owned by people of color.

Insight - When shopping for cosmetics, people of color in North America find challenges in finding reliable brands designed around their skin tones. These consumers gravitate toward local BIPOC-owned retailers due to the reliability and assurance that the products offered there are designed for them. In response to these preferences, brands are launching new skincare collections marketed explicitly toward consumers with melanin-rich skin, which enables stronger brand loyalty within these communities.
Workshop Question - How could your brand reach new audiences through partnerships and curated product lines?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Traditional Oil
Traditional oils are crafted with a closer connection to their cultural origins
Trend - For centuries, oils have served diverse purposes in different cultures, from skincare and medicinal applications to culinary uses. In modern times, these oils have been refined to offer consumers nourishing, moisturizing, and healing benefits.

Insight - Mindful consumers often desire products with trusted and familiar ingredients that have been proven effective over time. These consumers are drawn to natural products for their benefits and connection to ancient traditions and holistic rituals, which often echo their eco-conscious values. Businesses that cater to the demand for culturally influenced beauty and skincare products can appeal to consumers seeking holistic, time-tested solutions.
Workshop Question - How can your brand tap into consumer demand for time-tested solutions?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Approachable Beauty
Complex beauty procedures are being made more affordable and accessible
Trend - Brands in the beauty industry are making less-traditional procedures more affordable and accessible. Through marketing and increased availability, these procedures are being destigmatized, and are in turn becoming more commonplace. These factors result in fewer barriers for interested consumers.

Insight - Millennials and previous generations grew up in a society that stigmatized purely cosmetic procedures, such as bodily injections or lifts. In part brought on by the shifting nature of the beauty industry and by North American society trending in a progressive direction, the stigmas around such practices are fading. As a result, brands are more openly advertising these services in order to appeal to consumers who may have previously considered or been on-the-fence about such beauty practices.
Workshop Question - How can your brand leverage changing societal attitudes towards previously stigmatized practices to improve its products or services?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Floral Extract
Cosmetics brands are using sea holly extract to repair and revitalize skin
Trend - An extract from the sea holly plant is being used in skincare products from serums to sun care to repair skin. These items are designed to integrate anti-aging benefits into traditional skincare products. Sea holly extract has been shown to reduce sun damage, signs of aging, and signs of stress.

Insight - The prevalence of social media has led to a strong interest in the beauty and self-care industries, with Millennials, Gen Z, and Gen Alpha consumers using more beauty products earlier on than previous generations. Social media trends have drawn attention to the effects of aging, and the importance of combating the effects of aging as early as possible through the use of preventative products such as sunscreens, leading to brands redesigning daily ritual products with anti-aging ingredients.
Workshop Question - How could your brand draw inspiration for its next youth-focused product or service from popular social media trends?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends