Beauty brands look to familiar indulgent dishes for collection inspiration
Trend - Proving that nostalgic branding continues to drive innovation across consumer goods categories, cosmetics brands are creating playful new collections inspired by universal comfort foods and the collective experience of enjoying them with others.
Insight - Food references in adjacent categories are emblematic of broader shared cultural experiences. This presents an inherent sentimentality that speaks specifically to consumers seeking reprieve from their adult lives. However, this nostalgia needs to be executed authentically on part of brands, especially when it's meant to target the more naturally skeptical Millennial and Gen Z generations.
Insight - Food references in adjacent categories are emblematic of broader shared cultural experiences. This presents an inherent sentimentality that speaks specifically to consumers seeking reprieve from their adult lives. However, this nostalgia needs to be executed authentically on part of brands, especially when it's meant to target the more naturally skeptical Millennial and Gen Z generations.
Workshop Question - What cultural experience can you play up in order to satisfy the need for nostalgia-based consumer purchases?
Trend Themes
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Nostalgic Branding — Cosmetic brands are creating playful new collections inspired by universal comfort foods and the collective experience of enjoying them with others, using nostalgic branding.
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Food-themed Cosmetics — Cosmetics brands are taking inspiration from the food world to create makeup collections based around sweet and savory foods.
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Social Media Influencer Collaborations — Beauty brands are collaborating with social media influencers to create food-themed makeup collections that cater to Millennial and Gen Z generations.
Industry Implications
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Cosmetics Industry — The Cosmetics industry can tap into nostalgic branding to create playful new collections inspired by familiar indulgent dishes that drive innovation across consumer goods categories.
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Food & Beverage Industry — The Food and Beverage industry can benefit from the food references in adjacent categories that are emblematic of broader shared cultural experiences.
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Influencer Marketing Industry — The Influencer Marketing industry can benefit from collaborations with social media influencers to create food-themed cosmetic collections that resonate with the Millennial and Gen Z generations.
