The world according to: dematerialization – global cosmetics news
The future of cosmetics and perfume companies is no longer determined by superficial trends and biannual fashion shows. Societal changes lead us into the future.
Developments do not come and go at random; The company is in a process of constant change from week to week. Societal changes lead us into the future, the corona pandemic and the Black Lives Matter movement have proven it. Your business is part of the story of the future to come.
We see many developments that affect the cosmetics and perfume industry within them. The activity is no longer guided by superficial trends and semi-annual parades. This means that we must constantly monitor the movements of the company, week after week, and most importantly: Respond accordingly. Implementing a strategy without having control over the future is impossible.
We have all started to understand that less consumption is the most effective solution to the pollution of our planet. This, along with the sharing economy, digitization and spirituality, is triggering our society into a mindset of dematerialization. We are moving away from our materialistic lifestyles, where our identity is primarily tied to the wealth and possessions we own.
Dematerialization looks like a complex issue for an industry that focuses on manufacturing products. How can this trend take place in our economy? With our minds in the old materialistic way of thinking, we often forget that a transaction can also be non-materialistic. Corona shows us that our intangible needs for a festival, concert or art exhibition have never been greater.
What can the cosmetics and perfume industry do?
The key question is: How do I connect my product to a non-materialistic market demand?
The perfume industry is better off than you might think. A perfume in itself is immaterial, it is invisible. A scent can control the senses and directly control how we feel. In a non-materialistic society, we can play on the effect of a perfume on our mood and our well-being.
The opportunities for cosmetic care are less obvious, but definitely available. Skincare cosmetics are not just about how we present ourselves to others, but primarily a component that we use to heal our body and soul. Think carefully about the heart of your product and the possibilities it presents. On a superficial level it may be about preventing wrinkles, but on a deeper level there are plenty of opportunities even in a non-materialistic society.
For color cosmetics, we have a wide field of multicultural inspiration. All of our roots and intercultural ties have been largely ignored by Western society for decades. A new social movement puts these cultures in the spotlight. They can be used to give a new starting point for color cosmetics.
For concepts focused on your core business and the future: Ask the Lady in Blu