Future Beauty Standards: The Call for Marketing Reinvention
This article is part of the Future of Appearance, a collection of articles that investigates what we will look like in 20 years.
As we gaze into the crystal ball of beauty standards, the future appears both thrilling and daunting. With the advent of cutting-edge technologies like artificial intelligence-driven skincare, bioprinted skin, and genetic-based aesthetic treatments, it’s clear that consumers are prepared to go to extraordinary lengths to achieve their ideal look. However, these advancements come with a hefty caveat—a risk of reinforcing outdated beauty norms or creating even more extreme standards.
Contemplating the future of beauty invites us to ask an indispensable question: How should marketing respond?
Torn Between Innovation and Reality
Experts warn that while some consumers are eager to embrace groundbreaking treatments for an enhanced appearance, there’s a growing demographic feeling overwhelmed by rising beauty pressures—some are even experiencing beauty burnout. In a recent survey, Vogue Business interviewed over 600 individuals, revealing a striking divide: while many yearn for authentic representation and natural beauty, others rosy-eyedly anticipate advancements to perfect their looks. Yet, a sobering concern lingers—will future generations be crushed under the weight of increasingly extreme beauty standards?
The Challenge of Changing Narratives
This stark polarization presents a monumental challenge for beauty marketers. Their mandate is twofold: to promote products that enhance our appearance while simultaneously empowering individuals. Historically, marketing strategies have been drenched in aspirational narratives, relying on idealistic portrayals of beauty. This formula leads consumers to associate beauty with purchasing power—but it painfully misses the mark by showcasing a limited spectrum of beauty.
The 2010s ushered in calls for inclusivity, urging brands to spotlight diversity across body size, skin tone, and authentic skin realities, including fine lines and blemishes. While many brands initially embraced this shift, some efforts felt superficial, leading to a backlash against representation and a retreat from progress.
Navigating the New Landscape of Beauty Marketing
As the norms of beauty evolve—often driven by new cosmetic procedures and weight-loss solutions—the quest to deliver an effective marketing message becomes ever more intricate. The challenge isn’t merely about aesthetics; it’s about aligning brand ethos with consumer values.
Cherry Collins, global strategy partner at Havas Media’s luxury division, suggests an innovative blend of marketing techniques. Combining aspirational campaigns with influencer marketing, user-generated content, and authentic reviews can help brands strike a harmonious balance. “This approach builds credibility, trust, and engagement,” Collins notes.
Aspirational vs. Relatable: Finding the Sweet Spot
Consumer psychologists emphasize a revealing truth: there’s frequently a significant gap between what we say we believe and how we behave. This means we might still gravitate towards conventional ideals, even while advocating for inclusivity. Research, including studies from Young-Jin Hur at the London College of Fashion, shows that overly perfect faces can have a counterproductive effect on perceptions—a startling realization for beauty marketers.
Adapting to a Dynamic Beauty Landscape
With beauty standards poised for an extreme evolution, the responsibilities of marketing take on new urgency. Navigating this landscape requires sensitivity and creativity, enabling brands to resonate with a consumer base grappling with shifting ideals.
- Embrace Diversity: Brands must commit to authentic representation that reflects a variety of beauty forms.
- Foster Connection: Craft narratives that spark meaningful conversations between brands and consumers about self-image and beauty.
- Mix and Match Strategies: Use a seamless blend of aspirational imagery and real-life success stories to capture the multifaceted beauty experience.
Conclusion: A Future Full of Possibilities
As we stand at the intersection of innovation and authenticity in beauty marketing, the future may be uncertain—but it’s undoubtedly dynamic. With advancements that challenge entrenched ideals, brands have the opportunity to redefine beauty in ways that celebrate individuality and authenticity. The marketing world must adapt, becoming not just a mirror of societal norms but a canvas for a more inclusive and empowering vision of beauty.
Get ready, beauty brands—it’s time to rewrite the playbook for how we perceive and market beauty in the years to come. The future is bright, and it requires your creativity, courage, and commitment to ensure that beauty remains not just skin deep but celebrated in all its forms.
Explore more about the future of beauty standards at Vogue Business.
