Topic: Luxury, community, idols, subscultures
Featuring
Media: EnVi media
« Beauty has changed a lot in the last couple of years. Communities are exploring far more creative ways to play with makeup, whether that’s connecting it with cultural trends, making it a marker of an era, or a topic to have fun with and debate,” François, tells EnVi. “Beauty today helps create social interactions. It can be the latest craze, like the ‘sad girl’ beauty trend, gathering people on TikTok. Or it can be political, using makeup as a social artifact to demonstrate or manifest. On the other hand, skincare discussions online are [now] more than just product reviews; they attract like-minded users, who can talk together about self-confidence, self-esteem, and about their sometimes complicated journey with beauty.”
« Followers feel more engaged and more responsible because they also act as true supporters of their favorite idols. As the lifespan and the quality of this relationship between fans and celebrities is pretty unique, brands need to see how to incorporate their values or experience in ways that truly add to the narrative. »
« We also need to realize how Asian diasporas impact cultural trends, and how there are new compositions around the world. In France, we have first, second, and third generation French with origins in various Asian countries, leading to a melting pot of cultural references.” He adds, “I think beauty brands are not just tapping into a market based on skin considerations but also because culturally speaking, the ‘nowness’ is made of this mashup of influences. »
