The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMar 2017
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Concern with aesthetics is nothing new, but the fixation with self-image has reached unprecedented levels, thanks to the global rise of the “selfie culture” and constant exposure to idealised (and often unrealistic) images of female beauty via the media. This can lead to issues of body confidence and low self-esteem in some women, on the positive side it is providing growth opportunities for marketers in areas ranging from beauty, health and fashion products to digital apps and slimming aids.
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Women and girls are increasingly pressured into looking perfect, as well as older or younger than their real years, due to clever marketing and media bombardment with images of flawless celebrities and models. Feelings of inadequacy and online body shaming are causing confidence issues in many young girls.
The meteoric rise of social media and dating apps has given rise to a “selfie culture” that is encouraging women and girls to be hypercritical of their looks, and is creating a need to be selfie-ready at all times.
With more women following careers, and female purchasing power at an all-time high, women are investing more in their self-image in terms of fashion, beauty products and cosmetic procedures, in order to feel more confident in themselves, or help further their careers.
Beauty and fashion vloggers and reality TV stars offering “authentic” tips and tutorials are attracting ever bigger social media followings and are exerting increasing influence over digital-savvy Millennials, thus changing the face of beauty advertising.
Via numerous social media campaigns, consumers and celebrities are challenging traditional beauty standards, and are pushing the media and companies to portray more women of diverse physical appearance, age, race, shape and size.
Increased interest in appearance is driving a range of market sectors, from fashion, make-up and skin and hair care products to cosmetic procedures, fitness products and weight management.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.