• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Back in Business: In-Person in LA

    Shine of the Times

    Ramping Up the Sustainable Packaging Conversation

    Rethinking Makeup Brushes & Beauty Applicators

    Making the ‘Eco-Transition’
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry

    Shellworks Raises $6.2 Million in Seed Funding

    Ulta Beauty Reports Record First Quarter 2022 Results

    Carlyle To Acquire HCP Packaging

    Estée Lauder Companies Faces Class Action Lawsuit
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    La Roche-Posay Launches Matte Moisturizer for Oily Skin

    3D Neopac Upgrades On-Site Manufacturing Technology

    Method's New Packaging Celebrates National Parks

    Consumer Experience Drives Plastic Packaging Design

    Baralan Offers Sustainable Components in Escalating PCR Percentages
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Shellworks Raises $6.2 Million in Seed Funding

    Ulta Beauty Reports Record First Quarter 2022 Results

    Clean Over Green: U.S. Beauty and Grooming Trends

    La Roche-Posay Launches Matte Moisturizer for Oily Skin

    Glossier Announces New CEO
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Pennelli Faro Debuts Its New Mono-Material Brush at Cosmopack

    Baralan Is Committed to Quality, Service and Sustainability

    REN Clean Skincare Elevates Mask Range with Sustainable Packaging

    3D Neopac Upgrades On-Site Manufacturing Technology

    Method's New Packaging Celebrates National Parks
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry

    L’Oreal CEO Speaks About 'Responsible Consumption' at World Economic Forum

    Shiseido Launches Eco-Conscious Skincare Brand Ulé

    Pact Has Collected Over 20k Pounds of Hard-to-Recycle Beauty Packaging

    Kate McLeod's Waterless Solid Moisturizer Debuts at Sephora
    Top 20 Companies
    Amway

    Unilever

    Oriflame

    Estée Lauder

    L’Oréal
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    TAESUNG

    Yuan Harng Co. Ltd.

    APC Packaging

    Epopack Co. Ltd
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Cosmoprof North America 2022 Introduces New Show Format

    Cosmoprof Worldwide Bologna 2022 Aims to Relaunch the Cosmetics Industry

    Pharmintech 2022 Approaches

    MakeUp in Shanghai Announces New Dates

    TFWA Changes Format of Singapore Show
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Breaking News

    What to Know About the ‘New Beauty Consumer’

    Industry experts on AI trends, burgeoning men’s market, Indies and more

    What to Know About the ‘New Beauty Consumer’
    Related CONTENT
    • Trendspotting with Karen Young
    • Luxe Pack New York Moves to the Javits Center
    • The Rabbit Hole of Sustainable Packaging
    • CEW Presents Top Talent Awards
    • When Bad Product Packaging is Good Marketing
    05.20.19
    If there were any doubts about the value of analytics and marketing data in driving sales, the panelists at Fashion Group International’s (FGI) New Beauty Consumer Symposium laid them to rest. Today’s New Beauty Consumer, the focus of the Symposium held at New York’s Roosevelt Hotel on May 16, 2019, is transforming the business of beauty.
         Maryann Grisz, acting manager, FGI, took time to honor the late Margaret Hayes, president, FGI, remarking how she would be missed and how she loved this event. The New Beauty Consumer Symposium included presenter, Carly Cardellino, brand beauty director, Cosmopolitan Magazine, who provided an overview of the beauty industry today; and panelists, Rinat Aruh, co-founder, Aruliden, an agency that creates brands, products and experiences, from strategy to execution; Yarden Horwitz, co-founder, Spate, the Artificial Intelligence Trends Platform for Beauty and Food; Doug Jensen, vice president, Consumer Relationship Management (CRM) and Corporate Marketing Analytics, Estée Lauder Companies; and moderator, Lucie Greene, worldwide director of the Innovation Group at Wunderman Thompson.
         Co-Chair of the event, Karen Young said, “We’ve put together an eclectic panel that will inspire provocative thinking for you.” Cosmopolitan’s Cardellino, presented the trend overview, which was followed by a panel discussion; each illuminated the breadth of diversity, ingredient acumen, influencer power, and digital impact that are integral to today’s beauty landscape.
     
    Indie Beauty and Diverse Messaging
     
    Cardellino set her sights on the new consumer, saying, “We are referring to today’s new beauty consumer as Gen Now,” and noted that the beauty industry is changing at the speed of light. “There’s an Indie beauty boom going on right now, and while we all love legacy brands, Indie beauty marketers know how to speak the language of Millennials.”
         “Today’s new beauty consumer is discovering products differently, via Instagram, Snapchat, YouTube, print, and Cosmo digital, among others,” she said. “They are more efficient and savvier, and they want to learn about what will work.” Consumers today want to hear testimonials, watch YouTube—and want to be shocked. She advised brands to get on board with these approaches to marketing; and further emphasized the interest among Millennials in skincare and ingredients, as well as the importance of delivering the information they desire to a diverse audience, whether it’s information on hair relaxing, the latest natural styles, or a “life-changing lash lift.”
     
    Delivering the Goods
     
    Panel moderator, Lucie Greene, began with a look at some of the ways in which brands are changing, with authenticity and honesty emerging as key points in the equation. Rinat Aruh, who along with Johan Liden, founded Aruliden, combined their expertise in product design and brand strategy, to pioneer a new approach they called “Producting.” They create experiences across all touch points, independent of the category, and have been retained by such clients as NARS, Google, GigiXHadid, Maybelline, and Bulgari.
         Aruh said it was important to really think about what you’re selling and deliver on it. “It’s an activist culture and people will call you out if you don’t deliver. Honesty is key,” she said. Doug Jensen, Estée Lauder Companies, spoke to the diversity of today’s audience, and the growth of the skincare segment. “Skincare is very exciting now and markets continue to grow. The market for skincare in China grew by 30%; and our skincare business in the U.S. has grown 22%,” he said.
         “In the U.S., the multi-ethnic consumer is where the growth is,” said Jensen, citing in particular, the Latina and African American skincare market. To reach the new consumer, he said, “Digital is key; and 70% of our current spend is in digital, which reflects a growing change.”
         Yarden Horwitz, of Spate, the Artificial Intelligence Trends Platform for Beauty and Food, said, “Today’s consumer is very well read in beauty; and since there is so much access to information, as well as misinformation, there is also a level of stress in finding the right beauty products.” Horwitz, who co-founded Trendspotting at Google, and launched such reports as The Google Fashion Trends Report and The Google Skin Care Trends Report, said that Spate has algorithms for machine learning to gather information about what consumers are looking for in their search for skincare products. “That’s why brands like Pureology are resonating with consumers today, as they are trying to simplify their regimens and product usage,” she said.
         Greene noted that anxiousness is driving parts of the market, resulting in an emphasis on stress relief and wellness; as well as a strong technology trend to diagnostic tools. Recognizing the growth of interest in diagnostic tools, Jensen cited the IMatch Perfect Shade Finder for Foundation, as well as the technology that Clinique uses to gather consumer information to provide the best foundation shades for consumers.
         “The most exciting thing our team is doing is using AI to figure out what our consumers love or hate about our products. Machine learning and insight gathering is the most important part of finding the key to consumer need,” said Jensen.
     
    The Engagement Perspective

     
    Consumer behavior is both challenging and exciting. “Throughout the entire consumer journey, we’re looking at how people will behave and experience products. From an engagement perspective, it’s something you’re ready to live and breathe,” said Aruh, who emphasized the importance of making sure that conversations continue to happen, both the positive and the negative. “You have to make sure that you get all the perspectives,” said Aruh.
          Jensen cited the impact of influencers. “We spend a lot of time looking at brands and watching the influencers. For example, Indie brands were stealing market share because of their influencer engagement. We found that this was an important strategy. In addition, we found authenticity was the most important, and being a consumer advocate is key, which is the strategy we used with La Mer,” he said. Aruh emphasized dialogue with consumers. “Start the dialogue from within, not just the effect of an influencer on Instagram,” she said.
         Greene queried how the beauty platform today is influenced, from a social analytic point of view. “Anyone from the Kardashians has an influence,” said Horwitz. “The consumer is very knowledgeable and wants to know what goes into her skin. She is seeking information,” she said. This may come from influencers and celebrities, and other sources. Horwitz cited Reddit as a hub for engagement.
         Jensen discussed the specificity of the Indie concept, saying, “I almost think Indie is a U.S. phenomenon. In Asia, there is a great deal of looking at legacy and classic brands. As a company, we invest in quality, which is also what the Asian consumer wants, i.e., authenticity and quality. Some Indie brands may not be sustainable without the quality,” said Jensen.
         Aruh observed activity surrounding CBD and its anti-inflammatory properties, saying “Performance is really key. Every other day, we’re seeing another CBD infused product.” Jensen added, “It’s not to say that you can’t have a cannonball ingredient, but it’s important to provide the ingredients that consumers want, and we’re creating a glossary of what ingredients consumers really want in their products.”
         “Not every CBD product will yield the result that the consumer is seeking, and ingredient trends evolve. In the past, turmeric was thought to cure everything, however, there are products that promise, but don’t deliver, and then there is backlash,” said Horwitz. She cited such current trends as the jade roller, and new products that are said to create a certain mood.
         When asked by Greene if the retail experience was turning into more of a play experience, with an experiential immersion in beauty, Jensen responded in terms of accessibility and reach. “We think about pop-ups when we’re launching something big, like Clinique ID, which we launched in a SoHo pop-up. We all know that the department store experience has changed, and beauty retail has gone to Sephora and Ulta, for example, where consumers have access and exposure to brands,” said Jensen.
    Aruh said it comes down to what will make a brand more exciting, adding, “It’s hard work.” Horwitz noted the proliferation of beauty on Amazon and the importance of convenience. “if a consumer wants a product they can just buy it online,” she said. In further discussion of trends in beauty retail, Greene highlighted the concept of “radical inclusivity,” which goes beyond the basics to include body shape, age, diversity, and cosmetics for every gender.
     
    Market Inclusivity and Sustainability
     
    Jensen highlighted the growth of the men’s market, noting, “The male grooming market is currently valued at $63.7 billion, but we believe it’s larger.” He elaborated, “There are brands like Fenty and Morphy that also cater to the Gen Z man,” he said, noting three contributing factors, i.e., the feminization of masculinity, for example, Fluide, non-gender specific fragrance; the Euro man trend; and the brands that are breaking taboos, for example, meeting hair loss needs.
         “Younger men already know how to take care of their skin, and among Gen Z men, they are more comfortable using makeup, as well,” said Jensen. “We are in the post-hipster stage now, where you aren’t clubbed over the head with masculine or feminine, but rather a more open perspective,” said Greene. “Consumers are really voting on their feet on everything from packaging to brand access, to sustainability,” she said.
         The mandate to achieve better plastics, utilize vendor sharing, and make smart materials choices, is becoming more prevalent, noted Aruh; and the consciousness continues to evolve. “We have cross-cultural teams to figure out which brands are doing good for the world, like the MAC AIDS Fund,” said Jensen. “By 2025, 75-100% of our packaging will be recyclable, refillable, reusable, recycled or recoverable, and we are serious about that commitment,” he said.
         “At the end of the day, sustainability is picking up, and certain products, like shampoo bars, that require no packaging, will become more popular. Consumers can see the impact a brand will have on the world, and it will drive consumer behavior,” said Horwitz. Aruh acknowledged the importance of talking about your products in a basic way, saying, “Using the right language is very important when you talk about your brand.”
         Using the correct framing will reach specific demographics. Regarding skincare, Jensen said, “Today we hypothesize that the formerly 18-23 year olds, are now moving into the next bracket and are looking into preventive benefit with skincare. Younger women don’t appreciate the framing of ‘anti-aging,’ which impacts older women differently. Younger women will find that language a turn-off and prefer the positioning of taking care of your skin.”
         Clearly, the future lies in the relationships consumers develop with brands, and according to Horwitz, the ongoing authentic conversations being conducted with consumers. While data reveals that consumers are driven to be more authentic, that engagement continues to be sought and measured digitally, to determine evolving changes in the market.

    —Written by Nancy Jeffries, Correspondent

    PHOTO: (L-R): Doug Jensen, VP, Consumer Relationship Management (CRM) & Corporate Marketing Analytics, Estée Lauder Companies; Yarden Horwitz, Co-Founder, Spate, Artificial Intelligence Trend Platforms for Beauty & Food; Lucie Greene, Moderator, Director of the Innovation Group at Wunderman Thompson; Carly Cardellino, Brand Beauty Director, Cosmopolitan Magazine; Maryann Grisz, Acting Manager, Fashion Group International (FGI); and Rinat Aruh, Founder of Aruliden, award winning agency creating brands, products and experiences from strategy to execution.
     
    Related Searches
    • makeup
    • nars
    • skin care
    • love
    Suggested For You
    Trendspotting with Karen Young Trendspotting with Karen Young
    Luxe Pack New York Moves to the Javits Center Luxe Pack New York Moves to the Javits Center
    The Rabbit Hole of Sustainable Packaging The Rabbit Hole of Sustainable Packaging
    CEW Presents Top Talent Awards CEW Presents Top Talent Awards
    When Bad Product Packaging is Good Marketing When Bad Product Packaging is Good Marketing
    Estée Lauder Companies Announces Packaging Goals Through 2025 Estée Lauder Companies Announces Packaging Goals Through 2025
    Developments in  3D and Digital Developments in 3D and Digital
    Estée Lauder Companies Tops Barron Estée Lauder Companies Tops Barron's Most Sustainable Companies List
    Fenty Beauty Sets Record High Fenty Beauty Sets Record High
    New Twists in Lip Color and Mascara New Twists in Lip Color and Mascara
    Rest in Peace, Brandon Truaxe Rest in Peace, Brandon Truaxe
    VIDEO Recap: NJPEC’s ‘Package of the Year’ Awards VIDEO Recap: NJPEC’s ‘Package of the Year’ Awards
    NJPEC: Students’ Choice Award Goes to HCT for Fenty Beauty NJPEC: Students’ Choice Award Goes to HCT for Fenty Beauty
    Google Reveals Top 10 Beauty Questions Google Reveals Top 10 Beauty Questions
    Coty Coty

    Related Content

    • Trendspotting with Karen Young

      Trendspotting with Karen Young

      What was once commodity is now extraordinary.

    • Cosmetics | Fragrances | Skin Care/Sun Care
      Luxe Pack New York Moves to the Javits Center

      Luxe Pack New York Moves to the Javits Center

      The show will take place May 15th - 16th in its new location.
      Marie Redding, Senior Editor 04.30.19

    • Personal Care | Sustainable Pkg/Practices
      The Rabbit Hole of Sustainable Packaging

      The Rabbit Hole of Sustainable Packaging

      While there are no easy solutions, it must become a priority.
      Karen Young, CEO and founder of The Young Group 04.30.19


    • CEW Presents Top Talent Awards

      CEW Presents Top Talent Awards

      Honors women who are ‘making their mark’ on the Beauty Industry
      04.15.19

    • When Bad Product Packaging is Good Marketing

      When Bad Product Packaging is Good Marketing

      It’s not the story most brands want to tell—but it had a happy ending in this case.
      Willie Tsang, founder and CEO of Way of Will 04.11.19

      Trending
      • Ranking The Top 50 Cosmetic Companies | Beauty Packaging
      • Ranking The Top 50 Cosmetics Companies 2021 | Beauty Packaging
      • Estée Lauder Companies Faces Class Action Lawsuit | Beauty Packaging
      • L’Oreal CEO Speaks About 'Responsible Consumption' At World Economic Forum | Beauty Packaging
      • Glossier Announces New CEO | Beauty Packaging
      Breaking News
      • K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry
      • Shellworks Raises $6.2 Million in Seed Funding
      • Ulta Beauty Reports Record First Quarter 2022 Results
      • Carlyle To Acquire HCP Packaging
      • Estée Lauder Companies Faces Class Action Lawsuit
      View Breaking News >
      CURRENT ISSUE

      April/May 2022

      • Review: Luxe Pack Los Angeles & MakeUp in LosAngeles 2022
      • Metal & Metallic Packaging Looks Luxe & Can Also Be Sustainable
      • Beauty Industry Experts Discuss Sustainable Packaging
      • Makeup Brushes & Beauty Applicators Offer Better Functionality
      • What's New in Sustainable Cosmetic Packaging?

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports
      GC Rieber Foundations Expand Philanthropic Efforts
      Coatings World

      Latest Breaking News From Coatings World

      Nippon Paint Automotive Americas Appoints Robert Angart CEO and President
      Sustainability, Economy are Focus of BCF’s Annual Conference
      Demand for Rhino Shield Increases
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      New Breast Implant Surgery Guidelines to Enhance Patient Safety
      Rhythm Management Group Debuts RhythmSynergy Tech Platform
      FDA Approves Trial Completion for Virtual Incision's MIRA Platform
      Contract Pharma

      Latest Breaking News From Contract Pharma

      iECURE Enters Agreement with Center for Breakthrough Medicines
      CPDC Enters Clinical Manufacturing Deal with CellBion
      Olon to Build New R&D Center in Italy
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry
      Shellworks Raises $6.2 Million in Seed Funding
      Ulta Beauty Reports Record First Quarter 2022 Results
      Happi

      Latest Breaking News From Happi

      Honeywell Addresses Critical Issues Such as Sustainability, Workforce Training and Digitalization
      Monat Global Wins Four Stevie Awards in the 20th Annual American Business Awards
      Coty Expands Vegan Beauty Portfolio With New Rimmel Mascara
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: Flint Group, New Inks from Siegwerk and Zeller+Gmelin Lead This Week’s News
      Orion to Finish Gas Black Expansion in Germany by Early 2023
      Richard Childress Racing Shows Off New Wraps for 2022 NASCAR Season
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      UPM Raflatac accelerates label growth with acquisition
      Labelexpo Asia 2022 postponed
      Teklynx software helps Top Clean Injection validate labels
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Rael Raises $35M in Series B Funding
      Schobertechnologies Offers Rotary Web-fed Converting Solutions
      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Toetal Solutions Raises $1.02 Million in New Financing
      ManaMed's ManaSport Wearable Ultrasound Earns FDA Nod
      Ekso Bionics Names Jerome Wong as Interim CFO
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Weekly Recap: OPV’s Future, Graphene Flagship and Japan Display Top This Week’s Stories
      SEMI Foundation Receives $1.5 Million Grant to Bolster Michigan’s Semiconductor Talent Pipeline
      onsemi Recognized by Fortune 500 for Its Transformation Journey

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login