The 7 Trends in Beauty Marketing in 2024

The beauty industry is a dynamic industry that is ever-transforming and with a number of factors and events inside and beyond the industry that affect the course of actions taking place across makeup, skincare, fragrance and hair care. When we look at trends, we’re looking at marketing trends and how brands are communicating with consumers, we’re reviewing the rise of various micro-communities across social media, we’re analyzing customization in product development and sustainbale packaging trends, and we shining a light on how technology is influencing all aspects of the beauty industry. 

Some of the major trends we’re seeing in beauty marketing included brands leveraging Generative AI in a more extensive level across A-B testing creative and personalized communication. In addition, the impacts from influencer marketing and content creators are going to further transform beauty marketing strategies with authenticity, relatability, live streaming, and the power of micro-communities.

We’ve gathered our team’s predictions for the top 7 trends in beauty marketing in 2024: 

1- Efficacious Products and Living Up to Product Claims

We’ve all heard the claims that makeup, skincare, hair care and fragrance products make. Foundations claim to cover melasma, eye creams make us believe our crows feet will disappear, hair serums commit to longer, more voluminous hair. However, based on Sephora’s reviews, conversations across TikTok and hearing about the positives and negatives of products from our friends, many of these products do not live up to their claims.

2024 is the year that products better live up to their claims. From reducing the appearance of fine lines, a solution for acne, eyeliner that has 8-hour staying powder, concealer that won’t crease, product efficacy is not only one of the trends in beauty marketing, but also a commitment brands need to make to their consumers. 

Intelligent and Knowledgeable Consumers

The consumer is more intelligent, more involved, and more connected than ever. In the 1990s consumers looked to magazines and friends for product recommendations. Today, consumers read Amazon reviews, dive into Reddit threads, look up hashtags on TikTok, send DMs to the respected influencers, analyze ingredients on Beautycounter’s The NeverList, and connect with their dermatologists on the best products for their skin texture.

If a brand makes a claim across skincare to hair care, and the product doesn’t live up to its claim, consumers will announce this across social media. Before and after content gives social proof to the power of the product, reviews increase the confidence in the purchase, and communities rank products on efficacy more than ever. Great marketing and packaging will only go so far.

Efficacious Hair Care

Wellbell is a great example of social proof to highlight the efficacy of their hair growth and strengthening product. Their before and after photos, partnership with Danielle Bernstein to transform her damaged hair from bleach into long, healthy hair, and collaboration with doctors helps to identify their product’s efficacy.

Efficacious Skincare

Skinceuticals Vitamin C partnered with a Byrdie editor to put the skincare system to the test. With an investment price tag for this skincare serum, consumers want to see the effects prior to purchasing the product. The editor tested the product to show her skin before applying the serum, as well as after routinely applying the serum. And the results are in! The Skinceuticals Vitamin C Serum while it’s expensive, it drives real results. While a product might be expensive, it’s an investment that can reduce costs across dermatologist appointments and wearing foundation daily. Flawless skin is in!

Efficacious Makeup

An Amazon review for Charlotte Tilbury’s Setting Spray says “Keeps my makeup in place ALL DAY. It’s a fine mist spray and light to no fragrance. I haven’t found any better thus far.” A real consumer’s review drives immense value for a brand. When consumers see glowing reviews that align with the product’s claim and key product messaging, this is a gamechanger in beauty product marketing.

SPF

We’ve heard a lot about sunscreens and SPF over the past few years. From encouragement to apply SPF every few hours, to consumers bringing attention to the harmful ingredients within mainstream SPFs, consumers are anxious for a SPF that blocks the sun’s harmful rays, allows them to stay active outdoors, and doesn’t cause additional harm to their largest organ: their skin. A number of brands, including Vacation, Inc and Supergoop, have brought an enthusiastic approach to sunscreen application through iconic imagery, storytelling, packaging and social media campaigns. 

The beauty industry has a high demand for SPF that protects skin with clean ingredients, and as we continue to see new indie brands enter the scene. We’re excited to try the Minu Skincare SPF, a mineral sunscreen that protects and wears well on the skin. We even heard makeup artists are loving the product as a primer!

Acne

Hormonal acne, especially in adult women, is on the rise. Causes and claims stem from increased stress, harmful ingredients in household products to toxic candle scents, as well as the inflammation western diets often cause. Skincare and makeup brands have an increasing focus on hormonal acne solutions, including retinols, supplements, at-home skin peels, toners, clarifying cleaners and more. And with the social proof of before and after content, consumers’ awareness and knowledge is extensive, meaning consumers have an in-depth understanding of which products bring real results. Face Reality is paving the way for personalized acne treatments with cleansers, serums, toners and customizable solutions. The company has a full section of their website dedicated to real results, showing the social proof to highlight efficacious acne solutions.

2- Consumer-Led Industry

In an age where consumer empowerment reigns supreme, the beauty industry is experiencing a remarkable transformation. The traditional top-down approach, where beauty trends were dictated by a select few, has given way to a consumer-led revolution. Today, beauty enthusiasts worldwide are not just consumers but active participants shaping the industry’s landscape. This shift has created a dynamic and inclusive space where diversity, authenticity, and individuality take center stage.

The Rise of the Beauty Influencer:

One of the key driving forces behind the consumer-led movement in the beauty industry is the rise of beauty influencers. These individuals, armed with a passion for makeup, skincare, and all things beauty, have become powerful voices shaping the preferences of millions. Through social media platforms like Instagram, YouTube, and TikTok, beauty influencers share product reviews, tutorials, and personal experiences, influencing their followers’ purchasing decisions.

Diversity and Inclusivity:

Consumers are now demanding inclusivity and diversity from beauty brands. The one-size-fits-all mentality is no longer acceptable, and consumers are advocating for a broader range of products that cater to different skin tones, hair types, and cultural backgrounds. Beauty brands that embrace diversity not only gain the loyalty of a more extensive customer base but also contribute to fostering a more inclusive beauty standard.

Crowdsourced Product Development:

Consumers today are more involved in the product development process than ever before. Many beauty brands are turning to crowdsourcing to gather insights and preferences directly from their customers. By involving the target audience in the creation of new products, brands can ensure that their offerings align with consumer needs and desires. This collaborative approach fosters a sense of community and trust between brands and their customers.

Transparency and Authenticity:

Consumers are increasingly seeking transparency from beauty brands. They want to know what goes into the products they use, how they are produced, and whether the brand aligns with their values. Beauty brands that prioritize transparency and authenticity in their communication and practices are gaining the trust of consumers. This transparency not only builds brand loyalty but also sets a new standard for ethical and responsible beauty practices.

Customization and Personalization:

We’ll touch on customization and personalization in more detail below, but it goes without saying that this focus is a key detail of the consumer-led beauty industry. The era of one-size-fits-all beauty products is fading away. Consumers are now looking for personalized and customizable beauty solutions that cater to their unique needs. From skincare routines tailored to individual skin types to makeup products that match specific preferences, beauty brands are embracing the demand for personalized experiences. Technology, such as artificial intelligence, is playing a significant role in creating tailored beauty solutions for consumers.

The Future of Consumer-Led Beauty:

As we move forward, the consumer-led revolution in the beauty industry shows no signs of slowing down. The power dynamics have shifted, putting the consumers at the forefront of trends, product development, and brand narratives. The beauty industry’s future lies in its ability to adapt to consumer preferences, celebrate diversity, and foster an inclusive and authentic beauty culture. The empowered consumer is no longer a passive participant but an influential force shaping the future of beauty.

3- Content Creators Take Over Influencer Marketing

Defining the Creator Economy

The creator economy represents a novel economic paradigm where individuals, referred to as ‘creators,’ generate and profit from their unique content, services, or products. These creators connect directly with their audience through digital platforms, bypassing the traditional reliance on publishers and advertisers. As indicated by Goldman Sachs, the value of the creator economy reached $250 billion in 2023 and is anticipated to nearly double by 2027.

The creator economy is talked about as one of the trends in beauty marketing, however, it’s really a key department of sustainable growth and maintaining a competitive edge with the consumer sector even beyond the beauty industry’s reach.

Content Creators Replacing Influencer Marketing

In the article “Influencer Marketing is Out, Creator Marketing is In,” Shama Hyder discusses the evolving landscape of digital marketing. Hyder argues that the term “influencer” has become outdated, emphasizing the emergence of “creator marketing.” The shift reflects a move towards authentic, engaging content creation that goes beyond mere promotion. The article explores how brands are now focusing on collaborating with content creators who connect genuinely with their audience, fostering more meaningful and lasting relationships. The key takeaway is that the future of digital marketing lies in recognizing and leveraging the creativity, authenticity, and storytelling capabilities of content creators to build impactful brand narratives.

Livestream Shopping and Creator Collaborations

We’ll see a continued growth of livestream shopping, with beauty brands partnering with influencers and creators for live product demonstrations, Q&A sessions, and exclusive promotions. Collaborations between beauty influencers and brands to create authentic and engaging content will increase in demand.

4- Generative AI Photos, Videos and Additional Content

In the ever-evolving landscape of digital marketing, beauty brands are harnessing the potential of cutting-edge technology to revolutionize their content creation strategies. One of the most exciting advancements is the integration of Generative AI, a transformative tool that is reshaping the way beauty brands produce photo and video content to propel their digital marketing efforts in a competitive industry.

Understanding Generative AI:

Generative Artificial Intelligence refers to a class of algorithms that enable computers to generate content autonomously. Unlike traditional AI models that operate based on predefined rules, generative AI relies on extensive training data to produce original and often highly realistic outputs. This technology has found its place in various creative fields, including the beauty industry, where it is redefining the content creation process.

Generative AI in Beauty Marketing:

Benefits of Generative AI for Beauty Brands:

Dillie is the leading agency that creates AI photo and videos for beauty brands, including guiding them through the ever-transforming capabilities within the tech-forward marketing solution. 

5- Personalization and Customization with Generative AI

The beauty industry, traditionally characterized by a one-size-fits-all approach, is undergoing a paradigm shift with the rise of hyper-personalization. This transformative trend involves the creation of customized skincare and makeup products tailored to individual needs and preferences. In this article, we delve into the impact of hyper-personalization on the cosmetics industry, exploring its growth opportunities, technological advancements, and the challenges it presents.

Hyper-personalization:

This is a focus on driving sales, increasing customer satisfaction and loyalty, enhancing the brand’s image, defining key points of differentiation, bringing more value to e-commerce shopping, and leveraging technology to transform the space of buying and selling beauty products.

Here are a few examples of personalization within the beauty industry:

Prose is a custom clean beauty line that offers made-to-order products through their questionnaire and customizable formulas. This increases customer satisfaction, as the brand shows it’s not a one-size-fits-all, and instead 

Y’our Skincare leverage data science and human expertise to recommend personalized skincare routines for customers. Interested customers can take the Skin Quiz to see which products are best suited for their skin type and desired results.

Driving Sales Growth:

Customized product offerings enhance conversion rates and sales, as consumers appreciate the uniqueness of products that meet their specific needs. Forrester reports that 77% of consumers choose or are willing to pay more for brands offering a personalized customer experience*.

Enhancing Satisfaction and Loyalty:

Hyper-personalization offers a unique shopping experience, with 36% of customers expressing higher satisfaction and 47% more likely to remain loyal to the brand*.

*Data gathered from SIA Partners

Gaining a Competitive Advantage:

Exclusive products meeting specific customer needs enable companies to stand out in an increasingly competitive market, establishing a strong position.

Improving Brand Image:

Hyper-personalization encourages consumers to view the brand as a reference in personalized cosmetics, fostering recommendations and creating brand ambassadors.

Tech is Revolutionizing the Industry

The convergence of Big Data and Artificial Intelligence (AI) in the beauty industry has led to investments in Beauty Tech, transforming the consumer experience.

6- Micro-Communities

Defining Micro-Communities

Micro-communities on social media refer to small, specialized groups of users who share a common interest, passion, or niche. These communities form within larger social media platforms and are characterized by a more focused and specific set of topics, fostering a sense of belonging and shared identity among their members. Unlike massive, mainstream social networks, micro-communities provide a more intimate and targeted space for individuals to connect over shared hobbies, interests, or experiences.’

“beauty brands are some of the top innovators in consumer products and retail today — and that while community is core to any valuable brand, technology is the facilitator of those community moments and an enabler of deeper brand engagement.” – Retail Touch Points

The beauty industry is vast and diverse, encompassing a wide range of interests, preferences, and expertise. Within the beauty community, various micro-communities have formed, each catering to specific aspects of beauty and personal care. Here are some notable communities within the beauty industry:

Communities centered around haircare cater to individuals with diverse hair types, textures, and styles. Topics range from natural hair care to specific styling techniques and product recommendations.

These communities often thrive on social media platforms like Instagram, TikTok, Reddit, Facebook Groups, and dedicated forums where members can connect, share experiences, and stay informed about the latest trends and products in their specific area of interest within the beauty industry.

7- Brand Marketing Has an Equal Importance to Growth Marketing

In the dynamic world of marketing, two distinct strategies have emerged as powerhouses: Brand Marketing and Growth Marketing. Both approaches aim to drive success for businesses, but they take different paths to achieve their objectives. Understanding the nuances of each strategy is crucial for crafting a comprehensive marketing plan that aligns with the goals and values of a brand. We’ll explore the key differences between Brand Marketing and Growth Marketing and how businesses can leverage the strengths of each to propel their success.

Brand Marketing: Building Identity and Loyalty

Brand Marketing focuses on creating a strong, recognizable identity for a company. It’s about establishing a brand’s personality, values, and visual elements that resonate with the target audience. This strategy aims to build long-term relationships with customers by fostering trust and emotional connections.

Key Characteristics of Brand Marketing:

Growth Marketing: Driving Rapid, Measurable Results

Growth Marketing, on the other hand, is all about achieving quick, measurable results. It involves leveraging data, analytics, and a variety of marketing channels to drive customer acquisition and revenue growth. Growth Marketing is often associated with experimentation, agility, and a constant pursuit of optimization.

Key Characteristics of Growth Marketing:

Harmony in Diversity: Integrating Both Approaches

While Brand Marketing and Growth Marketing may seem like opposing forces, successful marketing strategies often integrate elements of both. A strong brand provides a solid foundation for growth efforts, as customers are more likely to engage with and remain loyal to a brand they trust. Conversely, Growth Marketing tactics can be employed to drive short-term results while the brand-building efforts take time to flourish.

Striking the Balance:

In the complex landscape of marketing, both Brand Marketing and Growth Marketing have valuable roles to play. Striking the right balance between building a strong, recognizable brand and driving rapid, measurable growth is the key to long-term success. By understanding the strengths of each approach and integrating them strategically, businesses can create a holistic marketing strategy that stands the test of time and fosters sustainable growth.

Conclusion

Now that you’ve had the chance to review Dillie’s predictions for the top 7 trends in beauty marketing in 2024, tell us what you think? Will Generative AI be leveraged by makeup, skincare, and hair care brands as much as everyone thinks? Will micro-communities expand beyond social media and make impacts in real life? How will clean ingredients merge with efficacious products to convince more consumers to pivot towards safer products, as well as encourage beauty conglomerates to take more responsibility with their non-toxic product formulations?


To learn how your beauty or personal care brand can optimize beauty marketing trends in 2024, get in touch with Dillie.

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