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Struggling to reach consumers through previously successful methods, beauty brands are turning to entertainment to increase sales and connect with new audiences.

WGSN’s Head of Beauty Sienna Piccioni shares the key fragrance innovations providing new product opportunities for brands

As the world enters the third year of Covid-19, consumers are now attuned to fast, low-maintenance looks and techniques adopted during the pandemic. 

Ramdane Touhami is a creative visionary and serial entrepreneur. He’s the man behind global beauty brand Buly 1803, which he co-founded in 2014 with his wife and business partner Victoire de Taillac, and sold to LVMH in October 2021.

New routines are emerging to suit consumer attitudes, behaviours and habits that have shifted during the pandemic. In beauty, this means prizing certain ingredients that soothe and benefit skin and hair as well as turning to waterless formats in all kinds of products. 

As we all become more climate aware, we realised that the planet’s resources are finite. The world's supply of fresh water is running out, with the UN predicting that by 2025, two-thirds of the planet's population will be living in water-stressed conditions.

What the next-generation consumer wants from your brand and your products.