The Trends That Beauty PR Companies Have Seen Dominate 2020 So Far
The beauty industry is often a fickle one. Like fashion it is made up of transient, ephemeral trends that come and go quicker than cheap foundation. That being said; it’s hard not to get drawn into the hot takes on what is here to stay, and what’s simply a flash in the pan – we’re all suckers for it! If we’re honest, we love it. If you’re looking to break into the beauty industry, keeping on top of these trends is helpful to know how and where to position your own brand. That’s why the team here at VerriBerri, one of the leading beauty PR companies in Essex, wanted to look in more detail at some of the most interesting and noteworthy trends that can be seen right now.
Lip Stains
Bold lip colours may make an impact, but there’s no reason why softer tones shouldn’t leave people impressed either. Lip stains, apart from offering a subtle and elegant look, are also great in practical terms. They have an extremely long wear-time and don’t smudge or smear. Also, because you don’t need to reapply lip stain as you would with lipstick; you’ll end up saving money over time because you won’t need as much of the stuff! Beauty PR companies have seen an increasing number of lip stain brands coming through their doors (metaphorically or otherwise.) The thinking is that it must be because of their practical appeal. Are we living in an age where practicality once again means as much as aesthetics? We could well be.
Slow Beauty
From a product to an ideal, from little to large. We’re all aware of the need for societal-scale change when it comes to how we treat the environment. The urgency of the situation has become increasingly apparent recently. Whilst the beauty industry has been as guilty as any in previous times, environmentally speaking, it is making steps to a more sustainable future.
Even if not from a place of altruism, it makes good business sense for these bigger beauty brands to go greener because it’s most certainly what consumers are looking for in the shops today. In practical terms; brands are looking to reduce the amount of water, both used in their products, and used in their production. Further to this, reductions in the number of animal products used as well as drives to further reduce animal testing and cruelty (something which has long since been championed by brands like Lush) are all becoming more commonplace.
What a lot of beauty PR companies are doing now, in fact, is seeking out the environmental angles with the brands they represent because it’s what the journalists want to see. The appetite is clearly there, and appetite usually represents an underlying ‘mood’ of a population. What’s clear is that the trend towards sustainability is here to stay, and that can only be a good thing.
More Minimalist Skincare Routines
In recent months, many people have been looking to reduce the number of steps and products they use as part of their daily skincare routine. The reasons for this are two-fold: firstly, it’s just much easier and saves time (and feeds into that sustainable slow beauty approach), and secondly, people are getting to thinking that using fewer products may actually have a detoxing effect on their skin. This is a bit ironic when you come to think of it, people’s skin getting better as a result of them using fewer of the products which purport to help their skin get better!
Whatever the reasoning, this trend chimes in with a more holistic, society-level shift towards minimalism, as a whole. People are looking to steer away from excessive, conspicuous consumption habits, stripping things back to adhere to a more mindful and aware state of living. Beauty brands are keeping on top of this trend, and fewer products doesn’t by any means have to mean poor–quality products. Brands such as Five Dot Botanics and Aime offering up ranges with only a handful of products, but all of which have garnered rave reviews; their simplicity hasn’t equalled a trade-off in results, it seems.
Men’s Beauty And Grooming Continues To Grow
The concept of the metrosexual has been around for years now, and it’s continuing to see increased growth thanks to movements that run parallel to it when it comes to male grooming, like the hipster movement, for example. Organic, hearty, traditionally ‘manly’ products such as beard oils and grooming kits are still doing very well. On the other end of the spectrum, however, male beauty products challenging the notion of traditional masculinity are also thriving. Men’s make-up, for example, being one such product. Makeup, traditionally, has been one of the most gendered products available to consumers. In years gone by, makeup was seen as for women and there was no room for leeway within that. Thankfully, this is beginning to change, and this is in no small part down to the increasing deconstruction of ‘traditional’ ideas surrounding gender that we’ve seen over the past few years. Long may it continue!
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Trends in beauty may come and go – though hopefully at least two of the more idealistic ones we’ve listed above will be here to stay. Ultimately, there’s not a lot you can do to tackle that. Trends, after all, will always be temporary, that’s the very definition of a trend! Simply knowing that the beauty industry is a dynamic one is half the battle in terms of surviving within it. If you know how to adapt and how to be flexible, then you give yourself a fighting chance. So, if you’d like to find out more about the services offered by beauty PR companies such as ours, then get in touch! Contact VerriBerri today on 01376 386 850. We’d be fascinated to hear more about your beauty brand and the direction in which you want to take it!
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