Future Cosmetic Trends
QVC's future study Living-2038 deals with the upcoming developments in the cosmetics market. According to the company, we will continue to pursue beauty over the next 20 years as a result of social media. Particularly individualised products and digital beauty tools will be in vogue.
The Focus is on Appearance
According to the results of the study, approximately every second person of Generation Z in Germany strives to adapt their appearance to a certain ideal. QVC says this is mainly due to the active use of social media such as TikTok, Instagram and Snapchat. Young people, in particular, are especially attracted to the look of these spaces and like to present themselves on their individual channels.
The Quest for Perfection
In the context of this "selfie culture", many users feel the need to look the same in reality as they do in the edited version of their photos or videos. Ageing, in particular, is negatively perceived and a constant quest for youthful beauty is created. The demand for professional beauty procedures is increasing accordingly.
Beauty-Tech for the Bathroom
According to QVC, in order to maintain comfort, many cosmetic enthusiasts would rather avoid having to leave the house for their treatments. As a result, technical aids that enable professional procedures from home are gaining popularity. One in two respondents to the study stated that they could imagine that high-tech cosmetics equipment will soon become part of our daily routine.
Smart Mirrors: The Beauty Consultants of the Future
QVC says that in the future we will no longer seek advice at the hairdresser's or perfumery, but instead place our beauty matters in the hands of smart mirrors. Coty, for example, presented a model that can simulate new hair colours. At the same time, the device maintains contact with a stylist via an app. One version of the Procter & Gamble brand Olay simulates the future of the user’s skin under various conditions.
Individualised Cosmetic Products
The study found that one in four German women longed for products that would enable them to design their appearance according to certain ideas. According to QVC, it is important for new products to be individually tailored so that they deliver optimum results. In the future, skin scans that supply tailor-made products will be part of everyday life.
Source, photo: QVC