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  • Lauren Wood

Redefining Beauty


Society is changing due to what "beauty" really means, and as a result, the beauty industry is adapting its ways of advertising.

One of the most significant changes in the beauty industry is using natural ingredients from sustainable sources. Consumers want to buy products that are all-natural, environmentally friendly, and cruelty-free. People want to feel proud of the products they purchase and the brands they support.

Not only are people craving natural ingredients, but they also are more interested in natural beauty, including skincare, hair care, and makeup. The reason for this switch is due to communities of color who have paved the way for change in the beauty industry. They have created a demand for more inclusive products that fit their needs as well as others.

"Natural" isn't the only aspect people are craving. Brands are also appealing to modern consumers by creating more genderless beauty products like men's bronzer, concealer, and more.

Brands have become more inclusive with their advertising by adding people of color in their advertisements. They are also designing campaigns for the LGBTQ community and becoming more diverse in their ways.

The beauty industry is more complicated than ever, leading to a creative renaissance that has caused companies to find new ways to market to consumers.

Technology is also transforming the way people interact with beauty brands. For example, people can buy smart mirrors that give makeup and skincare tutorials based on their face. This innovation allows a more personalized experience, which enables brands to reach more diverse groups of consumers.


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SWOOP | Student-Managed Advertising and PR Agency

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