Category
Fashion
Scaled Restraint
Trend cluster
Category
Nostalgia
Beauty
Hyper-playful packaging designs inject a sense of whimsy into beauty products.
4.3
Trend score
Trend
What is the Nostalgia Beauty trend?
Nostalgia Beauty: Speaking to the increased focus around experience when it comes to beauty products, cosmetic goods are getting a toy-like update, mostly by way of packaging. Primarily targeting adult consumers, this child-like approach to packaging beauty products helps consumers tap into a simpler time and adds an appealing element of personality to products in a highly competitive market space.
Trend themes
Themes within the Nostalgia Beauty trend
Three behaviours holding the trend together01
Nostalgia Beauty
Adult consumers are attracted to playful, toy-like packaging designs for beauty products, generating a sense of nostalgia.
02
DIY Beauty
Consumers are drawn to self-mixing, at-home skincare products that encourage autonomy and personalization.
03
Customized Fragrances
Brands are prioritizing customization, offering opportunities to personalize engravings and add playful accessories to perfume bottles.
Industry implications
What the Nostalgia Beauty trend means for industry
Where the trend changes the playbookFor
Beauty Industry
Nostalgic and playful packaging designs can create brand differentiation and generate customer loyalty.
For
Skincare Industry
Self-mixing, at-home skincare products encourage autonomy and personalization, meeting the demands of a highly engaged customer base.
For
Fragrance Industry
Customization opportunities for perfume bottles highlight and cater to the highly personal nature of scent experiences.
Workshop question
What would a hyper-playful iteration of your offering look like?
Trend signals
Trend signals for Nostalgia Beauty
Trend score 4.3 out of 10, from popularity 62%, activity 60%, freshness 8%.
Popularity62%
Activity60%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Nostalgia Beauty trend
5 featured examples from Dec 21, 2017 to Sep 10, 2018CategoryFashion
Playful Self-Mixing Face Masks
Users Must Mix Dr. Jart's Shake & Shot Collection Themselves
The beauty industry can incorporate self-mixing beauty products as part of their portfolio for at-home self-care.
CategoryFashion
Prismatic Rainbow Highlighters
Too Faced's Rainbow Strobe Highlighter Offers a Multicolored Finish
Beauty companies can explore the development of rainbow highlighters and other multicolored makeup products for the experiential makeup lover.
CategoryArt & Design
Fashionably Customized Fragrances
Viktor & Rolf's 'Dress Up Your Bottle' Offers Personalization
The fragrance industry can leverage the trend of customized fragrances to create unique product offerings that cater to consumers' desire for personalized scents.
CategoryFashion
Mexican Juice-Themed Lip Balms
Lip Smacker's Aguas Frescas Lip Balms Have Sweet Flavors & Packages
Disruptive innovation opportunity for lip balm brands to introduce new and exciting flavors inspired by various fruits.
CategoryFashion
Panda-Like Eye Patches
Tonymoly's Brightening Eye Patch is Made with Bamboo Shoot Extract
Opportunity for beauty brands to expand their skincare lines with innovative eye patch products.
