Category
Fashion
Scaled Restraint
Trend cluster
Category
Deprecating
Pretty
Makeup artists infuse content with humor to highlight self-awareness.
3.0
Trend score
Trend
What is the Deprecating Pretty trend?
Deprecating Pretty: The cosmetics industry has undergone a revolution thanks to vlogging, however, oversaturation with makeup artists posting aspirational looks has caused a backlash. This coincides with a shift from a predominantly Millennial audience to one filled with members of Gen Z who prefer realism. Humor satisfies both parties while maintaining an element of fun that is essential to this industry.
Trend themes
Themes within the Deprecating Pretty trend
Three behaviours holding the trend together01
Realism vs Aspirational
The preference for realism over aspirational content is becoming increasingly relevant in the cosmetic industry, providing an opportunity for humorous interpretations of everyday beauty practices.
02
Satire in the Beauty Industry
Satirical trends in the beauty industry have been sparked by a shift in audience preference, leading to comedic tutorials that tap into the millennial and Gen Z humor.
03
Online Celebrity Controversy
Celebrity feuds continue to influence and captivate online platforms. This creates an opportunity for online marketing campaigns that engage in and satirize those controversies.
Industry implications
What the Deprecating Pretty trend means for industry
Where the trend changes the playbookFor
Cosmetics Industry
Cosmetic marketers can tap into the potential shift towards humor and satire in beauty content, particularly for Gen Z audiences who prefer authentic and quirky expressions of beauty practices.
For
Online Entertainment Industry
Online entertainers from comedians to beauty bloggers can capitalize on the trend towards satirical content in the beauty industry and the interest in political satire to garner more views and followers.
For
Media and Advertising Industry
Agencies can create innovative and humorous marketing campaigns that tap into celebrity feuds and general interest in entertaining and controversial content.
Workshop question
How can your brand incorporate humour into your marketing plan to engage consumers?
Trend signals
Trend signals for Deprecating Pretty
Trend score 3.0 out of 10, from popularity 60%, activity 24%, freshness 8%.
Popularity60%
Activity24%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Deprecating Pretty trend
4 featured examples from Mar 8 to Jul 30, 2016CategoryPop Culture
Dramatic Weiner Makeup
Grace Helbig's National Hot Dog Day Look is Inspired by Drag Queen Makeup
Companies can develop bold and unique makeup products and tutorials based on the drag queen makeup trend, food-inspired makeup trend, and humorous makeup trend.
CategoryPop Culture
Extreme Makeup Tutorials
Jenna Marbles Experimented with the 100 Layers of Product Fad on YouTube
Extreme makeup challenges and humorous makeup videos create opportunities for makeup brands to showcase their products and engage with consumers on social media.
CategoryPop Culture
Presidential Makeup Tutorials
This Beauty Tutorial Shows Viewers How to Look Like Donald Trump
Creating makeup lines or products that are inspired by political figures or current events.
CategoryPop Culture
Celebrity Feud Face Makeup
Grace Helbig Demonstrates DIY Snake Makeup Inspired By Kim and Taylor
Possible disruptive innovation in social media platforms that capitalize on the popularity of online video.
