The desire for green and sustainable products
A very recent industry movement is the desire for honest, sustainable and organic products. People are becoming more concerned with using artificial products on their skin. Organic products from natural ingredients are more expensive, yet people are happy to pay the premium to try and look after their bodies better. This has become a booming industry for the beauty brands willing to find natural alternatives to common artificial ingredients.
The “Anti-Ageing” movement
A beauty movement that was popular, but has more recently been criticised, is the anti-ageing movement. For decades “anti-ageing” was the term for trying to prevent the inevitable signs of older age, yet more recently the term has been described as being negative. Nowadays, people voice that brands shouldn’t be trying to prevent the effects of ageing, but to simply encourage the process of feeling happy in your own skin as you age. This movement gathered fierce momentum when Dame Helen Mirren spoke out that brands should encourage women to simply want to look and feel as great as you can, regardless of your age.
The no-makeup look
With the beauty industry booming, you may think there wasn’t room for a #NoMakeup movement, yet one has risen and is flourishing. Supported by “body positive” and “self-love” campaigns, women are going make-up free more often to give their skin a break. Women are being empowered to love themselves for who they are, and are being encouraged to stop defining themselves by how they look on the outside. Which is our core belief at Bharti Vyas
Similar to brands photoshopping the images in magazine covers and advertisements, airbrushing has been used to make skin look perfectly smooth. However, it seems some celebrities and public figures will no longer accept re-touched versions of themselves in photos. Powerful women want to set an example and show young women that you should feel proud of your body. It was never a secret that images would be edited to look ‘perfect’, but with these images everywhere and being seen constantly, it can be easily forgotten.
More than ever, global beauty brands are having to consider the customer perception of their company. Responsible manufacturing is a large topic, as in the past, global beauty brands have used several forms of animal testing to test out products. These practices were harsh to animals and also the environment, with the internet bringing a clear need for transparency. Some brands took the initiative and pledged to provide only cruelty-free and ethical beauty products, which has proved to be popular with customers. In March 2013, a new legislation was passed by the European Union that banned the sale of all animal-tested cosmetic products. This was a large step forward that made several companies re-think their practices.
Body positivity campaigns
Body positivity has come in all shapes and sizes. Body positivity, in essence, is the promotion and encouragement of self-confidence in how one looks. Megan Jayne Crabbe, the author of “Body Positive Power” describes how body positivity has created a widespread cultural awareness which not many people were talking about in the last decade. Social media and the internet, in particular, have allowed access to people from all over the world, creating a “diet culture” of high expectations for how people should look. As described by Sarah Sapora, a “self-love’ mentor, body positivity was devised to help people feel entitled to self-love, which was previously only reserved for those of a certain appearance.
Beauty has no colour
In the past, the beauty industry has had an absence of minority groups and darker skin tones in beauty adverts and campaigns. A movement of beauty having no colour developed to push brands to show a larger variety of real women to represent those who were buying the products. A ‘skin-colour bias’ in the beauty industry had a negative influence on how under-represented women felt about themselves, and about the perception of what beauty was seen to be. In the modern age, the consumer’s voice is as loud as ever, with brands needing to respond to consumer demand. Therefore, unconventional brands willing to meet the demand for beauty products for several skin tones are becoming increasingly popular.
L’Oréal… Because You’re Worth It
One of the most iconic phrases and still heard today in their adverts, L’Oréal were a key brand in a social revolution for supporting women’s voice. In 1973, Ilon Specht worked as a copywriter and wrote an advert for L’Oréal that was from a women’s point of view, that ended with the signature phrase “Because I’m Worth it”. This advert transpired thoughts of women’s self-confidence, their beliefs and their power. Today, L’Oréal is the largest cosmetics company in the world, which has been reported to sell over 50 products a second. L’Oréal’s slogan is recognised internationally today, celebrating self-esteem and confidence with a new opinion on beauty.
The Dove Campaign for “Real Beauty”
Arguably one of the most famous beauty industry movements is Dove’s campaign for “Real Beauty”. Dove welcomed the topic of addressing and redefining what “beauty” actually means. The fashion industry has been a culprit for idealising white, thin models as beautiful, with Photoshopped and airbrushing tools worsening this ideology. Dove’s PR agency Edelman conducted a study on more than 3000 women from 10 different countries, finding only 2% of the women considered themselves to be beautiful. Therefore, Dove, on a variety of campaigns, visualised women together with different skin tones and of different shapes and sizes to show how no matter how you look, you should be proud and feel happy. Nowadays, it is a common sight to see models in magazines and adverts representing different minority groups.
The male grooming trend
Gone are the days of only women showing publicly that they care how they look. Over the last decade, male grooming has grown significantly with the male grooming industry projected to reach approximately $26billion by 2020. Whether this is haircuts, beard products or skin-care, men want to feel and look good too and are offered a larger dynamic of choice in which to do so.
Bharti Vyas – Anti-Ageing Facial Treatments
We like to think our anti ageing facial treatments are pretty special, and although we’re not putting ourselves in the top ten, we would like to encourage you to come and find out just how special they are. For more information on our anti ageing treatments, you can visit our treatments page.