Blurring cosmetics look to take filters off of the Internet and into reality
Trend - Consumers are seeking ways to close the gap between how they look online and how they look in real life. Cosmetics products specifically targeted toward "blurring" features or "soft focus" abilities are on the rise as a result.
Insight - Filter-adjacent makeup is just one example of how social media's obsession with authenticity has created a meta-authenticity. Instead of showing accurate depictions of their real lives online, consumers are posting images more in line with their aspirational selves, and then working to make that projected lifestyle a reality. This is especially popular among the younger Millennial set, whose early use of social media has created a culture of comparison wherein their own personal growth is measured against that of others, as well as that of their social media-curated artifice.
Insight - Filter-adjacent makeup is just one example of how social media's obsession with authenticity has created a meta-authenticity. Instead of showing accurate depictions of their real lives online, consumers are posting images more in line with their aspirational selves, and then working to make that projected lifestyle a reality. This is especially popular among the younger Millennial set, whose early use of social media has created a culture of comparison wherein their own personal growth is measured against that of others, as well as that of their social media-curated artifice.
Workshop Question - How could your product or service grant consumers more control over their behaviours and self-image?
Trend Themes
1. Blurring Cosmetics - The rise of cosmetics products specifically targeted toward 'blurring' features is on the rise as consumers seek ways to close the gap between how they look online and how they look in real life.
2. Soft Focus Filters - The increasing popularity of soft blur filters available on social media is the inspiration behind the creation of beauty products that deliver a softening effect.
3. Cbd-infused Beauty - The anti-inflammatory qualities of CBD have made it a popular beauty ingredient, with companies like Kush Queen introducing CBD makeup brands like KINGDM.
Industry Implications
1. Beauty - The beauty industry is incorporating soft-focus trends and blurring cosmetics into its products to meet consumer demand for authenticity and aspirational beauty standards.
2. Skincare - Skincare companies like Tula and Tatcha are introducing blurring primers and creams that provide value-added features and skincare-like benefits.
3. Social Media - The rise of soft-focus trends and blurring cosmetics is a response to social media's obsession with authenticity, creating a meta-authenticity where consumers seek to make their projected lifestyle a reality.
