In an exclusive interview with Eleonora Mazzilli, Trend Localization & Business Development Director, North America at global beauty insights platform BEAUTYSTREAMS, we explore the latest insights from the Cosmotrends North America 2024 report. This year's report highlights five transformative trends shaping the future of the beauty industry: You Inclusively, Youth Vote, Private Matter, Life in Motion, and Sensescape, and our discussion offers a glimpse into the evolving beauty landscape and its response to shifting consumer demands.
You Inclusively
Mazzilli emphasized that You Inclusively is not just about expanding product lines to include a broader range of skin tones or gender identities; it’s about fundamentally rethinking how brands approach inclusivity. The trend is moving beyond mere representation to embrace personalization, allowing consumers to feel truly understood and catered to.
During our discussion, Mazzilli highlighted brands that are pioneering this approach by creating products that adapt to individual needs, offering a more tailored and inclusive beauty experience.
Youth Vote
The Youth Vote trend underscores the growing clout of Gen Z, a demographic that Mazzilli pointed out is redefining the industry’s approach to marketing and product development. In the interview, she noted that these young consumers are not just passive buyers but active participants in brand narratives.
They demand authenticity and are drawn to brands that are transparent about their values and practices. Mazzilli also mentioned the increasing importance of digital-native brands that seamlessly integrate social activism with their product offerings, resonating deeply with this socially conscious generation.
Private Matter
In discussing Private Matter, Mazzilli focused on the rise of intimate care products and how they reflect a broader cultural shift toward self-care and wellness. She noted that consumers are becoming more comfortable with discussing and investing in personal care routines that were once considered taboo.
This trend is opening up new opportunities for brands to innovate in the intimate care space, offering products that prioritize health, comfort, and discretion. Mazzilli highlighted that this growing category is reshaping consumer expectations, with a focus on natural, gentle ingredients and solutions designed for specific needs.
Life in Motion
Mazzilli’s insights into Life in Motion revealed how consumers' fast-paced lifestyles are driving the need for versatile beauty solutions. She pointed out that today’s beauty enthusiasts are looking for products that fit seamlessly into their busy routines, without sacrificing effectiveness.
In the interview, Mazzilli highlighted innovations in product design, such as on-the-go packaging and multifunctional formulations, that cater to this demand. She also discussed how brands are increasingly focusing on creating time-saving beauty rituals that still deliver luxurious, high-quality experiences.
Sensescape
Finally, Sensescape taps into the desire for products that engage multiple senses, offering more than just a superficial beauty routine. Mazzilli shared that consumers are seeking products that provide a holistic experience, combining visual appeal, texture, and scent to create an immersive journey.
This trend is encouraging brands to think beyond traditional beauty benefits and explore how they can evoke emotional responses through carefully crafted sensory experiences.
For a deeper dive into these trends and to hear more insights from Mazzilli herself, be sure to watch our full video interview.
