美妆市场新的推动力-推动美妆市场的文化力量品牌需要了解的内容英文版

The cultural forces driving beauty&whatbrandsneedtoknow. BEAUTYHASALWAYSBEENANEXPRESSIONOFCULTURALSHE R29 has boen at the forefront of this change, pushing the category #METOO MOVEMENTGOES GLOBAL TIKTOK GAINSPOPULARITYWORLDWIDE PANDEMIC,POLITICALLSHAKETHE wWorren'sriseinpowerdvesbold beauty ooks: gitter,galden gicw and skinhighights, bold brows, ete. Irfluencers guin mermontumin ceiving macro beautytrends:contouring, wingoceyeshadow, ne mokeupsyoo dnaspou Lockdovr distbecuty routineBoutwj/esstripped back Nanrothves around skin andtcdy'positivity take conterstage TikTok takes Cbecuty rnicro TS conversationforward. FALSERE-EMERGENCEINTRODUCTION OFCOVID-19VACCINESPUTSPOTLIGHT ON HEALTH&SCIENCE CLIMATE CHANGE&THERE-EMERGENCE, INFLATION,METAVERSE BIRTHNEWSOCIALAND ECONOMICPRESSURES SOCIAL&NRESTSLOBE nandlests (haircore,casmarics Prioritizction of mantal haclthand se-care drive mcresimple, naturul becutymovements e.g. ratural hir,microsccpe on ingradicnts,etc.) Rncctian of norms leodscho'ce, inspirotion,gxorasslons ot osouty fin fuelingrerids Desire for RL bequty espeffences(salons,etc) sutges OURINDUSTRY-DEFININGBEAUTYPOVSETSUSAPARTASAUNIQUE&TRUSTEDCATEGORYAUTHORITY ALETTERFROMOUR EDITOR: Becluty ot Refinery29 is cill cbout challenging traditional notionsof beauty, and celebrating individuality ond self-expression From skincare tips to burgconing hair and makeup trends, weoim to deliver honest, trustworthy, lnnovatlve and serviceablebeauty content. We alwcrys strivo tormake ouroudiencefeelcomfortalole in their owm skin. Coing forword, we aim to explore all mcinner of thought provokingtopics (such as beauty and sociol medio, beauty nnd identity)oncl ensure that the section ls alwarys soclally consclous. IACQUEINE KILIKITAR29 uK deputy becauty director ASOURCEOFINSPIRATION&GUIDANCEFORBEAUTYFANS beauty related contentBycometoR29foroun CREDIBLE VOICEHELPING THEMDISCOVERNEWPRODUCTS&TRENDS of R29usors suy0mokes them trustthereviewfrom R29beauty brand morecredentialsofa ENGAGING&HIGHPERFORMINGONSITEBEAUTYCONTENT Beauty Is our highestnsite traffic, with uk15ixthe site Civeroge ON CREATINGALEGACYBUILTANINCLUSIVESPACEFORALLBEAUTYFANS of Retinery29 users fesbeduty content OURCOMMUNITYISFILLED WYOUNGBEAUTYLOVERSTURNTOR29FORSHOPPINGINSPIR 97% ofouraudiencesaythatR29shapping contentkeepsthemuotodoteontrends ofouraudiencesoythat R29 helps themfind things"that are very me' ITHINGATION %L6 ofouraudionce saythat R29 helps themfind things they want of our audicnco saythot R28 puts new &cool procucts on their THEREHASBEENIMMENSE CULTURALCHANGEOVERTHEPASTTWOYEARS YOUNGPEOPLE SEE THEWORLD THROUGHANEWLENS Thepandemicchangedmy perspective on what'simportant to me in life YOUNGPEOPLEAREADAPTNSOCIALANDECONOMICSTRA CLIMATECHANG L1,2222 GTONEWINS RE-EMERGENCE EVERYPURCHASECHOICE THEYMAKEISDELIBERATE of young people are asking themselves.doireally need this?before making a purchase of their purchase decisions are made with aconscious considerationofthepeople,environment,andanimalsa product/brand impacts, often with dtradooff for higherprice. BRANDSMUSTKEEPAPULSEONWHAT'SDRIVINGTHEMIN ORDERTOMAINTAINRELEVANCE Iusedto purchase itemswithsomethought andusuallybasedonimpulse.These days, I do a lotmore researchandiintentionallytrytofindcompanies whose valuesalign with my own. MILLENNIALWOMAN,USA OBJECTIVE TOUNDERSTANDHOWSHIFTSTAREDRIVINGTRENDSINBEAUTY METHODOLOGY We interviewod experts across the VICE Media Group network, inclucand talent casters, analyzed data collected from consumer surveysmonitored top performing beauty content across VicE Media Group COMMUNITY Higpsttrctric-cirivingcontenHighestafiliots salesdriving featureeConwersotion analysis fcomments andengagernent VICEMBClaGrcvoAucienceCensus,Glebal.2022 + VIeE Meclig Groua, Check-ins atChetkout,Global2022VicF Media Group YouthinPcndamicSnrins,Glabal,2020-21 ICULTURE ling beauty editors, creatives,over the past 2+ years, andsites and social chonnels. CULTURE &FoundsrofGoodCamet + Culture Directon VATWELSenicr Ditector, R29 Fditorial SARA1ANhcst of Gloss Angeles NATASHA VAQUER+influencer StrategySvP,Talent Partne JACQUFUNE KIHKITAnder of Benuty in a Tik EMILY MANNISPertnershipe + Cerstingrector,Toler LOREAL RLACKETTR29 unbothered Fditor SONARMEALNG KEY SHIFTSIN CULTURE: 01CREATIVITY 02INFLUENCE 03HERITAGE 04WELLBEING YOUNGPEOPLEHAVEBEENEXPANDNGTHESPECTRUNOFSELFFORVEARS Q:Regardlessofgender,howdoyou dofineyourselfonthefollowing scale? 1ln 10 of those who identify .>:52 THEY CREATE. VS.CATEGORTHEIRIDENTITY Q: what do you use to express your identity? Myappearancee.g. beauty,grooming, clothes Mypersonal labels-e.g.female,queer,multiracial CREATIVEEXPRESSIONISNOTJUSTSOMETHINGTHEYDO,TSWHOTHEYARE Q: How would you describe most pcople your age? 01CREATIVE02OPENMINDED03FUNNY04COMPETITIVE05INDEPENDENT WHAT DOESCREATIVITYMEANFORBEAUTV? TREND #1: CREATIVITY AMOREARTISTICEXPRESSIONOFBEAUTY Donni Davys Eupho