Creating trend reports can help present your brand as a market leader
For The Drum’s Fashion & Beauty Focus, Maddie Davies at Propellernet explains how a well-crafted trend report can help to build a brand’s reputation.
The BEAUTY PIE trend report serves a number of functions for the brand, says Davies / BEAUTY PIE
In today‘s fast-paced beauty landscape, staying ahead of consumer trends is not just a strategic advantage – it‘s a necessity. Once driven by seasonal collections and long new product development (NPD) cycles, the beauty industry is now in an era where trends can emerge, peak, and disappear within days, thanks to the influence of social media.
Thanks to the likes of TikTok and Instagram, beauty trends are born and spread at a rapid rate. What once took months or even years to trickle down from global fashion weeks and beauty editors to the average consumer now happens almost instantly.
Consumers, especially gen Z, are more fickle than ever; their loyalty can shift with the latest viral sensation, and this means if brands are even one step behind, they could miss out on a key opportunity to engage with their audience and assert expertise.
As a result, it’s no longer enough for beauty brands to simply try and ‘keep up’ – they need to anticipate trends, offering consumers the next big thing before they even know they want it.
Enter the annual Beauty Pie trends report.
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Trend report
For our client BEAUTY PIE, the annual trends report idea was born from an ideation session in which we brainstormed ways to position the brand as the go-to place for predicting and showcasing trends on the horizon, plus those that have recently taken off. The look back at the hottest trends of the past 12 months shows how the brand is all over the industry that they are in, while the look ahead to the following year shows the disruptor brand is a trendsetter rather than a follower.
One of the key drivers behind the need for brands to stay ahead of the curve is the psychology of today‘s consumers. People love to feel that they are among the first to discover something new and exciting, from a skincare technique like ‘skin-streaming’ that took off in 2023 through to a bold makeup trend like ombre blush or the latest nail art craze like 3D acrylic, there can be a thrill in being part of an exclusive group that is in the know. Plus, from a brand perspective, by giving your audience a chance to live a shared experience of jumping on the hype, you’re naturally creating a sense of community.
So, in creating the trends report, BEAUTY PIE proactively enhanced its appeal to consumers who are always looking out for the next big thing. Customers who see the brand sharing their in-house tips and tricks to create viral looks and hacks get a sense of community, and it makes them feel like they are part of something special and ahead of the curve.
Brand authority
The trends report looks at the biggest trends in makeup, haircare, skincare, nails, and body and wellness, meaning it is a wealth of data that is useful to both beauty fanatics and journalists. As it is full of trends from the past 12 months and the year ahead, it provides consumers with an array of looks and products to try in the future while also providing beauty and wellness journalists with loads of content to help their stories. Now in its third year, we’re in a position where journalists come to us asking when we can share the findings with them, which proves the value it adds within the industry.
The content also benefits from the in-house experts at BEAUTY PIE, as it means we don’t simply state the trends that should be on your radar but also help people understand how they can get in on the action. For example, when certain makeup looks dominate social media (think, the mob wife aesthetic), we put the brand at the front and center of the hype by sharing their advice on what the trend is, how to create it, and the products needed to nail it. This approach not only keeps the brand relevant but also reinforces a connection with consumers who participated in or admired that trend.
Consumers today are more adventurous than ever when trying new beauty products and techniques. The constant stream of information and inspiration from social media has sparked curiosity and almost a culture of experimentation. People aren’t content with sticking to the same products and routines anymore; they want to explore, mix things up, and discover something that sets them apart or that they can share with their friends.
BEAUTY PIE trends report is a great example of a brand providing valuable insights into an ever-changing landscape and staying one step ahead of consumers. In an industry where yesterday‘s news is already old, the ability to predict and lead trends is what separates the leaders from the followers.
For more from The Drum‘s fashion and beauty focus week, head over to our dedicated hub.
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Propellernet (B Corp)
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