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Sustainability, technology and the culture of gender: the six new paradigms of the beauty industry


How the beauty industry changed (Shutterstock)

Fashion and the industry beauty it is changing. They left behind the canons of beauty that only allowed the traditional models to participate. they had the perfection to get on a catwalk or they had the exact measurements to star in a campaign. All that was in the past and today a new, more inclusive reality is being experienced in the sector.

Another Company, an independent regional communication agency, shared with Infobae, the six paradigms that have changed in the beauty industry in recent times.

To the extent that status quo is questioned, new progressive ideologies emerge that allow people show various behaviors of themselves, in where makeup and skin care have a central role.

Reconfigured feminism: More disruptive figures of women appear, struggling to promote a more real image of their gender to expand their possibilities, reject the expectations of perfection that were imposed on them and validate different behaviors within them.

They also take care of themselves.  They look for beauty treatments to look better (Shutterstock)
They also take care of themselves. They look for beauty treatments to look better (Shutterstock)

New masculinity: men strive for eradicate the codes of toxic masculinity, by expressing your inner strength and more sensitive side. New practices are validated and are more open to behaviors that historically had been exclusively associated with women. Despite this change that is being observed, 58% of men say they have felt pressure to follow conventional beauty standards.

Disruptive identities: People outside of conventional gender standards come out of the ghetto, show themselves boldly, and gain greater political, social and cultural strength. They use extravagance as a resource to get noticed and demand a more important place in society. Two subcultures stand out here: drag and gender fluid.

A drag queen parading in Taipei (Reuters)
A drag queen parading in Taipei (Reuters)

Drag culture: made up of men who they exaggerate the signifiers of the female gender for entertainment. Extravagance is pushed to the limit with elements like Eye-catching makeup, wigs and costumes.

Gender fluid: When talking about identity, the most progressive vision is that of fluid gender and its various expressions, the people identified in this group have transcended what it means to be him or her, and strive to live in total freedom and without labels.

More than ever, fed up with inequality has led societies around the world to mobilize to demand sociocultural and political restructuring true, as a way to progress collectively and, the beauty industry is not far behind. This is obliged to rethink and expand the exclusive ideals that historically promoted to respect and recognize the unique beauty of each human being.

Jari Jones is an activist and pro-body positive.  She was called up for the Calvin Klein campaign (Photo by Angela Weiss / AFP)
Jari Jones is an activist and pro-body positive. She was called up for the Calvin Klein campaign (Photo by Angela Weiss / AFP)

64% “totally agree” that diversity and inclusion are indispensable values ​​that the beauty industry must adopt. Movements like the “body positive” invite women to show their body as it is, without filters or retouching, to demystify the canons of beauty and show that blemishes are normal and should be celebrated. Many influencers and brands, through their campaigns, joined this concept that is very well received by women.

Solid shampoo is a rage in natural and sustainable cosmetics (Shutterstock)
Solid shampoo is a rage in natural and sustainable cosmetics (Shutterstock)

In recent years, sustainability has become a mandatory variable in all sectors to ensure the conscious use of resources and curb damage to the environment. In the beauty industry, efforts to achieve this are scarce, however, innovation has focused on communication with “green suit”, leaving aside the formulas and ingredients, distribution systems, points of sale and product packaging, the main areas of opportunity in the sector today.

From artificial intelligence to augmented reality and DNA analysisAs the beauty industry is increasingly driven by technology, personalization is a crucial area of ​​development to tap into consumers’ desire for products that are tailored to their individual needs.

Virtual Beauty: fictional characters that were previously exclusive to the digital world, today coexist and blend in with the real world, inspiring the new aesthetics, more futuristic.

With the era of virtual shopping, virtual fitting rooms were created (Shutterstock)
With the era of virtual shopping, virtual fitting rooms were created (Shutterstock)

Digital retail: virtual reality and augmented reality add a rich layer of interaction to online and physical purchases.

Hyper customization: technological possibilities allow meet the individual needs of each user, anywhere you are.

Digital platforms are the preferred means of sharing and learning about products. 86% of the sample want buy beauty and personal care products using technology, and the interesting thing is that this need is shared by all generations.

The filters of the applications for the new generations are today the most used (Shutterstock)

The filters of the applications for the new generations are today the most used (Shutterstock)

A key aspect for brands to consider is that image digitization influences the real-world understanding of Gen Z. Generations past have let the industry and their mothers tell them how to look. For the new generations, the filters are what dictate it, so those who break with conventional molds and allow them to experiment and change their image are the ones that resonate the most in their world.. 65% of the total sample considers that the elements of the virtual world (filters, stickers) affect their way of seeing the real world, where 73% are centennials.

Another interesting fact to understand these young people is that they are influenced by Asian culture, which has become an aspirational symbol yearned for by them. 63% of Centennials surveyed find Asian aesthetics and Korean skincare products attractive.

To a large extent, the rapid transformation of the category is due to the constant emergence of new faces and voices. Here, the characters recognized for their expertise and talent are the most influential to set off a trend. In fact, 34% of those surveyed think that beauty and personal care influencers are relevant characters in their lives, especially for generations Z and X.

In skincare, expert figures are sought. Consumers are increasingly informed and They reject generic, unsupported content when it comes to caring for their skin to avoid exposure.

infobae-image

In makeup, fashionable characters are sought. The most up-to-date beauty bloggers on the latest makeup trends and products, as well as with engaging tutorials and reviews, they are the most interesting for the public in this category.

These findings seek to demonstrate that we are in a stage of change, where brands must leverage these trends to follow the needs of consumers. It is important that They are not taken as fads but as the new direction and the paradigm shift that the beauty industry is going through.

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