With so many of us stuck at home right now, beauty influencers and make-up artists are finding there has been a huge increase in viewers watching and engaging with their content. “As consumers have more playtime with cosmetics, online make-up tutorials have gained traction,” says Livvy Houghton, a creative researcher at strategic foresight consultancy The Future Laboratory. “Skincare demonstrations and haircare tutorials have also seen a spike. Although there is a slight insignificance in the nature of beauty right now, most influencers are continuing to provide content as a source of comfort and normality.” Read the full article on Vogue here.
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Fuelled by the wellness industry’s tech boom, such as fitness trackers and AI-therapy bots, beauty is leaning further into digital first. Personalised beauty products used to be based on “relatively simplistic surveys, with no way to track whether any suggestions were working,” Victoria Buchanan, senior futures analyst at strategic foresight consultancy The Future Laboratory, tells Vogue. Now, though, big data means that technology can create “a personalised feedback loop between products and their effectiveness”. Read the full article on Vogue.
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‘Before lockdown, there was already a big focus on e-commerce supply chains, with companies everywhere looking at the most efficient ways to get products to consumers,’ says Victoria Buchanan, a senior analyst at the The Future Laboratory. ‘This has just accelerated the process, as people get used to doing even more shopping online.’
Ever since Amazon showed consumers that one-hour delivery times are possible, companies across sectors have been racing to get products closer to buyers, from Walmart’s mega-stores for online customers to Deliveroo ghost kitchens in inner-city car parks. Companies have sprung up to feed a growing obsession with hyper-localised supply chains: like San Francisco-based Darkstore and New York-based Ohi, whose business models are based on finding unused spaces in offices, malls and storage facilities, and turning them into data-driven delivery centres. Read the full article in the Courier Weekly newsletter.
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Out of this melting pot of flash fame, big data, freemarket capitalism, casual brutality and international espionage, privacy has emerged as one of the last true luxuries. Or, perhaps, the only true luxury of this digital age. As Victoria Buchanan, senior futures analyst at The Future Laboratory, explains: 'While material goods were once considered the ultimate status symbols, today we see something more abstract taking their place.' Experts once predicted a digital divide between those who could afford to access the internet and those who could not. 'However, the opposite is increasingly true,' Buchanan says. 'Status is now found in the power to slowdown and decelerate, and the wealthy are investing in privacy and the ability to disconnect from a constantly tethered lifestyle.' This article was originally published in Elle: How To Reclaim Your Life, in the June issue.
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At a time when uncertainty is clouding the beauty industry, what has become clear is that the impact of Covid-19 will give way to new trends as the world emerges from this crisis. The beauty and personal care landscape has already seen a first wave of responses from brands who have reacted to changes in consumers' circumstances and behaviour. "We have seen disruptor brands think creatively or respond to consumers suddenly being housebound," says Kathryn Bishop, Foresight Editor at foresight consultancy The Future Laboratory. "In many cases, people still want an experience from the brands and services they already use, eg. hair care, beauty treatments, but are looking for ways to access this from home." And in terms of consumer behaviour, she adds, brands have focused on aiming to "quell anxiety and promote self-care during isolation, with mindfulness, bathing and homemade skin care proliferating across social media and online articles." This article was originally published in Cosmetics Business’ trend report: the Beauty Start-ups issue on 11 May.
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According to a recent youth market research report published by the futures consultancy The Future Laboratory, JOMO or "joy of missing out" has never been more appealing to Gen Z. Owing to the rise of convenience culture via Netflix, food delivery, same-day shipping, and flexible office hours, they are "leading the homebody renaissance." For "Generation Homebody," bedrooms have become safe havens from the hustle of daily life with self-care and cosseting high on the priority list. Apparently, FOMO is becoming a thing of the millennial past.
"Fashion that was once pioneered by bedroom-bound Generation Z is filtering into mainstream society as an acceptable, and even desirable, aspect of our identity," predicts Holly Friend, the senior foresight writer at The Future Laboratory. Read the full article on Nylon.
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