The perception of beauty, health and wellness have significantly changed since the COVID-19 pandemic. As a result, consumers are demanding more authenticity and transparency when buying beauty products.
Sustainability is a growing concern, following the rise in extreme climate events globally and focus on brand purpose after the Coronavirus (COVID-19) pandemic. Demand is shifting from natural and free-from properties towards cruelty-free, sustainable packaging and ingredients sourcing. Social purpose and concerns of "greenwashing" are now shaping the future of sustainable hair care.
Some aspects of beauty personalisation, such as in-store consultations, have suffered during the pandemic. In contrast, personalised beauty that can offer an at-home experience, while pairing solutions with virtual consultations with professionals, have thrived. The growing interest in beauty personalisation, supported by improvements in technology and data collection, has led to a plethora of new products and services, with a transformative impact on how brands operate, retain customers, and drive value.
As more European luxury brands tap South Korean celebrities as brand ambassadors, this podcast explores the growing influence of South Korean culture in fashion and beauty. The podcast also seeks to distinguish between what European and South Korean consumers look for in the luxury brands they choose and value.