The Beauty Trends Summit was held o Thurday 26 October. The event organised by Beauty Cluster and Aktiva took place at BSM Diagonal and welcomed more than 200 professionals from the cosmetics and beauty sector who were looking to learn about the latest trends in the sector.
Ivan Borrego, General Manager of Beauty Cluster, was in charge of welcoming the attendees at 9:30 in the morning, when the event was presented by Sara Jiménez, Communications Manager of Beauty Cluster. Subsequently, Mariano Lesser, CDO and Partner of Aktiva, began the round of presentations, in which they spoke about the trends that excite. During their intervention they talked about sustainability, the role and relevance that generation Z will take and highlighted macro trends such as hyper-personalisation, as well as the importance of differentiation. "As brands, we must take advantage of the optimism of the Z generation. This generation wants to be part of something bigger and we have to be agile with them" said Lesser, who argued the need to seek holistic experiences that stimulate all the senses.
Fernanda Cantú and Chiara Bonucci, from Beauty Streams, were in charge of conveying the concept of 'singular beauty' to the attendees. Both shared with the audience some of the trends that brands follow with the aim of giving visibility to different consumers. In this case, they presented some cases in which brands have different models to represent different ages and ethnicities, given that 79% of African-American women boomers thinkt that their age and colour is underrepresented. Chiara Bonucci pointed out that some of the opportunities in the cosmetics market are to offer a truly inclusive offer that is not just for young people. She also discussed the possibility of creating holistic diagnostic tools or services and the different alternatives for product formulation developtment taking into account the climate or water temperature of the site where the product will be used.
Loredana Vitale, luxury expert and specialist in marketing and communication of luxury and cosmetics companies, explained to the attendees what quiet luxury is and how it has become a trend in cosmetics over time. Vitale began by explaining the definitions of luxury and that, currently, luxury consumption is changing influenced by the tres of young people and digital transformation: "there is the one who enjoys it in a more intimita sense and the one who enjoys showing it. In addition, there are different meanings of luxury because there are many types of customers. Today, we are opting for a more conscious consumer who is governed by what is happening in society. Today's consumer worships authenticity and more intimate and concrete luxury is flourishing" explained the expert in the luxury sector. About quiet luxury, Loredana Vitale explained that is a luxury does not shout, it is subtle, elegant and intimate.
After Loredana Vitale's speech and the subsequent networking break for the hundreds of people attending the trends day, Álvaro Velez, founder of Krash Kosmetics, opened the second part of the day in which trends we explored through the senses. Álvaro explained how sight has managed to captivate his consumers and how he has achieved success with his products, from the highlighter to the eyeshadow palette. He has managed to break all the taboos in make-up and gender and captured the public's attention by explaining some of the strategies he has followed: "the eyeshadow palettes are named after the former partners we had in the team, and the shades are things that were once said to us". That's how we became a close brand. I remember a campaign we did in Madrid where people tore the posters off the streets and took them home", Velez explained.
After the sight, came the smell of the hand of Adrian Argente in which he explained the world of trends through the smells and explained what are the olfactory trends and what fragrances have triumphed this year. On the other hand, he spoke about the democratization of the world of perfumery and fragrances and how they are gaining weight in society. Argente indicated that there are changes that permeate society and manage to generate a trends. Argente of Scentmate explained to the audience that trends in the olfactory plan need to be interpreted with essences, raw materials and perfumes. Argente also explained that olfactory trends can be created in food, and that the current trends in the field of perfumery are 'enchanted moss', 'sex sells' or 'sprituaised'. During his explanation, the attendees were able to find out what these trends smell like.
Miguel Garcia from Avery Dennison was able to talk about the importance of packaging and what the trends are in packaging, with particular reference to perfumery. He also spoke about the importance of including silver consumers and revising messages to try include everyone. To end this second block, we could not miss the taste behind the success of nutricosmetics, Sanja Zivanovic from Skin Moleculex. Dr. Zivanovic explained that collagen drinks have become a global trend: "On Tiktok alone there are more than 2 million views of this type of content." During her turn, Sanja explained that she offered some data indicating that the consumer thinks that incorporating beauty drinks is a healthy habit. The cosmetics drinking nutricosmetics market is constantly growing. "In nutricosmetics the main differentiation is through flavors that go beyond the words brand that came on the market two years ago, the imperative of the brand is that taste had to be good. We have over 89% repeat customers. Customers get hooked and stay for the taste and stay and repeat for the visible results. It helps that our customer is a brand ambassador." In this way, Zivanovic stressed that in addition to effectiveness, i the case of nutricosmetics, taste, requires great attention in its formulation to ensure its success.
The third and last block was opened by Patricia Silva from Sam Research in which she spoke about sensations and emotions, and explained why they become two pillars of a brand. Patricia Silva pointed out the importance of measuring consumer emotions because they carry more weight than preferences when it comes to choosing a product. In addition, Silva, explained the strong relationship between smells ad emotions and that it has been proven that pleasant aromas stimulate our state of ind, while those more unpleasant ones affect negative states of mind or can even reduce self-confidence. Camil Castellà then took to the stage for the second part of his presentation on Trends that excite, which brought out the most emotional side of the audience and invited them to reflect on the message that they can, should and want to convey through their brand. To do this, he stressed the importance of talking to and getting to know customers to find out what their concerns are.
To culminate the event, Camil himself was in charge of a moderating a roundtable with the participation of Loredana Vitale, Álvaro Velez, Fernanda Cantú, Sanja Zivanovic, Miguel García and Sara Jiménez. They reflected on the role of trends, the public's response to them, the inclusivity of brands and how some of the mistake of greenwashing and pinkwashing.
All agreed that a trend cannot become a sales strategy but must be integrated into the whole team and the importance of finding a brand identity, understanding the consumer and connecting with them.