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The evolving future of Skincare has become a mirror for the societal norms of the millennial-and-beyond generations. With authenticity and transparency - the rallying cry of these generations - the visual expression of one’s skin, face, hair is dictated by the same aspirations. This expectation extends to the individuals and companies behind Skincare brands; demanding honesty and sincerity beyond what has ever been before.
This has given way to shifts across the Skincare business landscape, marketers are being forced to achieve a deeper understanding of their more diverse audience, to better connect to this powerful demographic that demands authenticity and lack of pretence in every aspect of their lives.