Beyond my own personal reflection, the New Year also prompts me to wonder what new beauty treats and trends 2017 might have in store for us, and which of those from 2016 will continue to grace our faces, or perhaps be consigned to cosmetic history!
One major trend that I believe we will see make an impact on the beauty industry (particularly at the beginning of the year we endure another few months of cold weather) is the influence of the Danish ‘hygge’ lifestyle trend that we saw take hold across the UK towards the latter part of 2016 – and was the subject of an interesting and insightful feature written by Janette Ward in the December 2016 issue of Urban Echo.
Simply put, hygge can be described as a quality of comfort, cosiness and conviviality. This lifestyle encourages us to take pleasure in the simple things in life, enjoying small daily rituals, deliberately slowing down, making and taking time to appreciate the joy of everyday activities. In my opinion hygge is the antithesis of the ‘do more, be more’ message that is often promoted around New Year, but in many ways I consider it to be a much more healthy approach to life, as it encourages us to find joy in that which we already have, and from a beauty perspective I believe that is something that many of us could truly benefit from in a society that often encourages us to constantly compare ourselves to others, and an industry which attempts to convince us that we can indeed buy hope in a jar!
But how exactly could hygge apply to beauty? My interpretation of it would be how we could embrace the philosophy to change our approach to our own beauty habits. For example, taking the time to perform our skincare routine fully, paying attention to each step and treating it as act of self-care, instead of another thing we ‘have to get done’. This could therefore see brands shifting their sales and marketing focus to how using a particular product will make us feel, and the promotion of the notion of beauty ‘rituals’. Of course beauty brands will make the most of this opportunity to maximize on this trend, focusing on promoting products which combine beauty with wellbeing, and I expect we’ll see an increase in popularity of holistic type products, including oils and body masks.
In contrast to this back to basics approach to beauty I think we will see an ever greater use of technology by brands, as seen most recently with numerous beauty brands creating their own Snapchat lenses, and will no doubt be aiming to step up their connections with consumers on Facebook using Facebook Live. It’s certainly an exciting time for the beauty and cosmetics industry.
However, if I could have only one wish for the beauty industry for 2017 it would be that we move much further towards a worldwide ban of the use of microbeads in the cosmetics and beauty industry, and recent reports suggest that end for microbeads may be indeed be in sight, with governments coming under increasing pressure to ben their use, and some companies introducing voluntary bans. Let’s hope this trend gains momentum throughout the year.
Wishing you a happy, healthy and beautiful New Year!
What beauty trends would you like to see in 2017? Tweet me @SarahUrbanEcho