The new cultural observatory of Initiative Paris, cultural media agency of the IPG Mediabrands group, reveals the 15 beauty trends to follow in 2023.
Produced in collaboration with Synomia, French specialist in semantic artificial intelligence, this new observatory looks at emerging beauty communities in France, based on the analysis of Instagram conversations over a year : 616,312 French posts were collected and studied between July 28, 2021 and July 28, 2022. This analysis gave birth to a navigation map of the major beauty concerns of the French, within which Initiative Paris has identified 15 beauty cultural communities, distinct, but not mutually exclusive. “In an ultra-competitive beauty market, understanding these tribes is essential in order to identify new sources of growth that niche brands are particularly good at generating.. This cultural approach also makes it possible to better address these emerging cultures., with the right message and on the right points of contact”, analysis Françoise Fassin, CEO of Initiative Paris.
Natural and sustainable cosmetics at the heart of concerns
Among the major trends identified, naturalness and sustainability are the essential foundation of the French beauty routine, both men and women. Two trends fueled by an increased need for self-respect and respect for the planet. Very clear progression over the last twelve months, this need is accompanied by the search for holistic beauty, which links efficiency and well-being. However, these needs remain very centered around the care category.. The makeup is, on his side, focused on a much more fun use, and better addresses the notions of diversity and self-acceptance. It is by far the most discussed cosmetic category on Instagram with 15,4% share of voice, notably supported by the lips subcategories (3,9 %) and eyes (3 %) : makeup remains the major entry key to the market. Other cosmetic categories are classified as follows : facial care (6,2 %), body care (2,6 %) and skin tone (2,3 %). In this context, beauty brands, present in both skincare and makeup, must work on these two territories in order to meet the needs of the French. A phenomenon that explains the difference in value ranking of selective skincare and makeup brands.
THE 15 BEAUTY CULTURES YOU SHOULD RELY ON
The Skinfluenceuses
(13 million searches annually)
In search of the perfect product, Skinfluencers turn to social media gurus to find the next product that will become part of their routine. Real experts, they are looking for the best formulas, those that will guarantee them results and allow them to obtain perfect skin. They prioritize the quality of ingredients in skincare products and prefer to buy skincare products over makeup.
Les All Natural
(6,7 million searches annually)
Say no to dictates, this is the fight of the All Natural (all natural). While beauty standards can wreak havoc on mental health, All Naturals learn to accept themselves as they are. And if the path is strewn with pitfalls, they also count on brands to lead the way. For them, beauty is about confidence rather than appearance and there is no one form of beauty, but several.
The Holistics
(6,3 million searches annually)
Between external appearance and internal well-being, the Holistics (holistic) are fans of in-and-out beauty (at home and outside). Healthy eating, sport, food supplements, take care of your skin, it constitutes a real way of life. For them, beauty products are useless without good nutrition and a healthy lifestyle. They make food choices that contribute to their well-being.
Les Playful
(6,2 million searches annually)
Makeup Fans, les Playful (mischievous) are experts in their art. They dare everything and appropriate all the trends. Source of fun and personalization, makeup is a real way to express yourself and reveal yourself. They wear makeup almost every day and follow the trends. Playfuls like to change their appearance by playing with their brightly colored makeup.
The Endless
(5 million searches annually)
Erasing the signs of aging is the major concern of Endless. In this context, they anticipate and perfect their beauty routine, while transforming the codes thanks to a “pro-aging” rather than “anti” vision : reduce the signs of aging without rejecting all the signs. They therefore act upstream to prevent and reduce the first visible signs by adopting a very specialized routine..
Les Clean Beauty
(3,8 million searches annually)
Paraben scandal, questions about product compositions, la Clean Beauty (healthy beauty) is one of the hottest trends. Short compositions, sourced ingredients, Clean Beauty wants the best brands : effective products, without harmful effects on health and respectful of the planet. They therefore favor brands with an ecological conscience..
The New Males
(3,5 million searches annually)
As gendered beauty standards evolve, brands are adapting so that men can explore the world of cosmetics. Nail polish and complexion corrector are becoming more and more part of the New Male's beauty routine (new men), alongside shaving and deodorant. They no longer need to hide to take care of themselves, especially among young people.
Les Filtered Beauty
(2,4 million searches annually)
With a 20% increase in interventions in 2020, aesthetic medicine is a real social phenomenon. Using medicine to change one's appearance is no longer taboo and women are starting younger and younger.. Filtered Beauty no longer waits for the first signs of aging to act and, fans of cosmetic innovations, they seek to stay young as long as possible.
Les Inclusivity First
(1,3 million searches annually)
Inclusive beauty refers to beauty that appeals to all individuals, regardless of their gender, of their age, of their religion, of their complexion, their skin type. A new look at self-care, who pushes Inclusivity First (inclusiveness first) to accept themselves as they are. In this context, they favor committed brands that offer formulas suitable for all skin types and tones.
Les Zen
(941,000 annual searches)
Coming from Asia and inspired by traditional Chinese medicine, facial massage techniques have never been so much in the spotlight. Between well-being and the quest for perfection, the Zens adopt these new methods to optimize care while offering special moments of relaxation.
DIY
(531,000 annual searches)
Homemade enthusiasts, les DIY (do it yourself) make their own treatments. Both for health reasons and to preserve the environment, they use vegetable oils and essential oils to develop products that perfectly meet their needs.
Les Peta Beauty
(138,000 annual searches)
Animal advocates, Peta Beauty* opt for brands that not only guarantee vegan ingredients, but also products not tested on animals. They therefore pay attention to the composition of the products and look for substitutes for the star ingredients., like collagen, which are not compatible with their beliefs.
Les Patriotic Beauty
(99,000 annual searches)
For Patriotic Beauty, choosing French brands is obvious, especially when they offer natural products made from local ingredients. Informed consumers, they are particularly fans of new cosmetics brands that are reinventing made in France.
Les Skincare
(85,000 annual searches)
No more elaborate routines, les Skincare (skin care) are returning to basics. A simplification that is both beneficial for their skin, their wallet and the planet, without sacrificing efficiency. They see no point in using a lot of products and would like to invest in good basic products.
Les Minicare
(73,000 annual searches)
With Covid-19, Minicare (minimal care) turned away from makeup and learned to embrace their natural face. If life has since returned to normal, Minicare continues to abandon artifice, making no makeup their daily appearance.
* PETA (: for ethics in the treatment of animals) is an animal rights association.
INITIATIVE, AN INTERNATIONAL MEDIA AGENCY
INITIATIVE, AN INTERNATIONAL MEDIA AGENCYInitiative is part of IPG Mediabrands, the media arm of Interpublic Group of Companies, and employs 3,200 of the best talents in the industry, in more than 80 countries. Initiative records revenue of nearly $16 billion, carried out with major accounts such as Amazon, LEGO, Carlsberg, Deliveroo, Merck, Patek Philippe and Direct Assurance. In France, Initiative received the Media Agency of the Year 2021 award, awarded by the Grand Prix for agencies of the year.
