As a health and beauty business, are you prepared to support your innovation claims with rigour, scientific integrity and proof points? Do you have the tools and communication channels in place to break down barriers with consumers and unpack concepts and expertise?
Forget binary definitions
Future beauty consumers will no longer recognise binary debates about nature versus science, or organic versus synthetic, instead viewing them as a wider spectrum of beauty and wellness solutions. How might you integrate these ‘opposites’ into a marketing philosophy that is inclusive and non-judgemental?
Take inspiration from innovators such as IRÄYE, whose science-backed synthetic skincare also has additional natural health benefits by activating the lymphatic system to help clear dead skin cells, boost circulation and reduce inflammation.
It’s time to move beyond beauty influencers and celebrity ambassadors who lack technical or scientific credibility. Instead, consider how you might use your in-house experts to promote your prowess and unpack the proof points behind your products.
Look to brands like Beauty Pie, which has recently appointed a dermatologist-in-residence, Dr Andrew Markey, who features across its content and unpacks the science behind new product launches in a way that is relatable and accessible.
Shed light on the lab
In future, radical transparency and collaboration will underpin solutions-first brands. How might you use communications channels to tease out new product developments or lab-based innovation?
One Skin is a key example of a brand that is unafraid to amplify the science and data behind its products – clinical studies, statistical findings and insights are all shared on its homepage. ‘We want to promote a culture of scientific integrity and transparency, so consumers look to all brands to uphold this standard,’ notes Carolina Reis Oliveira, co-founder and CEO.
Our team of strategists have developed a wide-ranging set of strategic decision-making tools to help provide future-first solutions for our clients. If you would like to discuss how our Redemptive Diets macrotrend could support future planning for your brand, or if you have any questions about embedding our macrotrends into your business, send us a message at firstname.lastname@example.org. We look forward to accelerating into the future with you.
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