The start of the year 2021 pretty much feels like season 2 of 2020. The psychological impact of the constraints caused by the pandemic is enormous.
In our industry, how we respond to the current crisis is translated into what we call trends. In fashion and beauty, those trends are visual mirrors of the collective moods of societies. Working from home has decreased the relevancy of fashion in our lives – to give you an example, Milan just reported a fatal drop in the usage of dry cleaning services in times when even the design loving Italians are spending their times at home in sweatpants. Studies report that the focus is on beauty, since we are mostly showing only our faces in video calls and Zoom meetings.
Trends have also shown a decline in the usage of face filters and layers of make-up (“contouring“). This is driven by our longing for authentic human interaction, which calls for showing our raw beauty in return. Now is the time to dedicate to extended self-care, with a classical approach using natural ingredients. We allow our skin to breathe.
After all, self-care is about self-love – and this is what we need in times of stress. To shine, a holistic approach to beauty is needed which also entails physical and mental balance, and the commitment to do our part of good in this world.
Ethical consumerism in beauty flourishes now – consumers are looking for cruelty-free, vegan products from sustainable brands. There is a need for a 360° approach to beauty, which means that it is also important to take into consideration giving back to society.
Now we have the time to wisely use our purchasing power by researching about the brands and products we are using. We must remember prestigious brands promising luxury does not necessarily translate to a holistic approach in beauty.
What is luxury in beauty today? It is artisanal products using natural ingredients in a time of mass production. And this raises the question: How would you exercise your purchasing power?
As it transpires, consumer demand is about so much more than vanity. We want ethical and fairly sourced products that do not only provide a great value to ourselves, but the environment and everyone involved in the production process and society as a whole. We are entering a beautiful time of conscious beauty.
Wish you all the best for 2021 you beautiful souls.