Wanderlust Beauty

category - tourism
type - trends
sector - beauty
sector - travel & hospitality
With consumers itching for escape, the sectors of beauty and travel are intersecting in new ways, tapping into our sunny holiday fantasies

Selling summer

In 2020, we identified the phenomenon of Imagination Travel, in which homebound consumers satiated their travel urge by recreating tourism experiences in their homes or even their minds. Now, as the Delta variant puts paid to another summer's beach plans, beauty brands are also getting involved in pseudo-travel.

Tanning brand St Tropez has already infused a bronzing water with vitamins D and C to mimic the positive effects of sunshine, and now TikTok is increasingly inundated with beauty hacks for self-tanning during a period in which consumers would normally be flocking to coastlines, from faux tan freckles and viral bronzers to the more dubious SPF contouring. According to NPD Group, UK bronzer sales increased by 173% in the first two weeks after retail and outdoor dining resumed, with a focus on sun-inspired ‘glowy’ bronzers as opposed to matte formulations.

New holiday-inspired brands are emerging that offer travel beauty for travel-free lifestyles. With nostalgia at its core, Poolsuite FM (formerly Poolside FM) is transporting consumers to eternal summer. Renowned for its Ibiza-style playlists, it's expanding its offering by launching a nostalgic suncream line, Vacation, which was developed with dermatologist Elizabeth Hale.

The suncream builds on the escapist pleasure that is core to its radio identity; much like Poolsuite FM, it features design cues led by vintage travel posters and carefree holidays. It's also launching the suncream as an ‘iconic’ fragrance that can be worn to reminisce about family holidays.

Published by:

25 August 2021

Author: Holly Friend and Livvy Houghton

Image: Alleyoop, US


Vacation by Poolsuite FM, US

Bounce-back brands

In the Inter-Covid landscape, in which recreational tourism remains uncertain, travel beauty brands are taking a fresh approach to marketing that taps into the new realities of travel.

With miniature-sized, multi-tasking products, brands that are compliant with TEC (technology-enabled care) Services Association (TSA) standards are transforming their brand messaging. Alleyoop and Masktini both moved to focus on at-home self-care during the pandemic, but are now adjusting their marketing to fit our next-gen travel landscape. With work travel in decline, Masktini will ‘probably start with leisure’, founder Olga Parno tells Glossy. ‘A lot of people are planning to actually go some place this summer and rest.’

To promote her biodegradable seaweed capsule brand Bolt Beauty, which was launched on the first day of the UK’s lockdown in March 2020, founder Lisa Sexton is emphasising our new era of travel: ‘Road trips, visiting friends and family, and exploring your local area… We would rather focus on these types of escapes, rather than risk focusing on travelling far away, which many still won’t be able to do.’

Those looking ahead, however, are prioritising the development of new beauty formulas that prepare for a return to nomadic mindsets. Germany-based Bynacht launched a Jet Lag Balm in April 2021 to cancel the effects of long flights. Meanwhile, the evocatively named Summer Fridays has relaunched its best-selling Jet Lag Mask, having already built up a long waiting list.

‘[During Covid] we realised that being lightweight is beneficial. So [we’re focusing] on the things that will work both at home and for your upcoming travels’
Leila Kashani Manshoory, founder, Alleyoop

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