Hyper-imperfect imagery indulges in the challenging, irreverent side of beauty
Trend - Progressive creative pursuits that present a more complex, “imperfect” view to the worlds of fashion and beauty are delighting consumers desiring a certain rawness that explores subversive truths about concepts of beauty and "ugliness.”
Insight - For all the modified and edited imagery Gen Z and Millennial consumers are accustomed to seeing in the media, social media has never been an exception. However, the peer-to-peer functions of most social media platforms, coupled with a greater focus on authenticity by younger generations, has made it so that unedited imagery is just as relevant—but also works to boost self-esteem and trust. This transition has resulted in a growing demand for this same authenticity outside of just peers on social media, and into all forms of media.
Insight - For all the modified and edited imagery Gen Z and Millennial consumers are accustomed to seeing in the media, social media has never been an exception. However, the peer-to-peer functions of most social media platforms, coupled with a greater focus on authenticity by younger generations, has made it so that unedited imagery is just as relevant—but also works to boost self-esteem and trust. This transition has resulted in a growing demand for this same authenticity outside of just peers on social media, and into all forms of media.
Workshop Question - How can your brand convey more authentic images of consumer life in a way that avoids tokenism and revels in a rawness that redefines authenticity?
Trend Themes
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Embracing Imperfect Beauty — Authenticity plays a significant role in offering a more complex and “imperfect” view with beauty and fashion that is relevant to Gen Z and Millennial generations.
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Conceptual and Whimsical Makeup — The beauty industry is pushing the boundaries with expressive and creative makeup looks that are resurging due to artists like Kiki Nafig and Terry Barber.
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Unretouched Beauty Imagery — There is a growing demand for unedited imagery that offers a more authentic and raw view, boosted by younger generations across all forms of media.
Industry Implications
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Beauty and Cosmetics Industry — The beauty industry is embracing new ideas with the reinvention of beauty standards in conceptual makeup and unretouched beauty imagery.
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Fashion Industry — The fashion industry is also embracing the authenticity era with a rejection of staged imagery and superficial themes and moving towards a rawer, more candid look.
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Social Media Industry — Social media brands, in particular, have an opportunity to embrace authenticity with a focus on unedited imagery and offering more positive and empowering experiences for users.
