We reveal expectations and aspirations associated with beauty and well-being to guide brands in their innovations, experiences and positioning.
Gone are the days of anti-aging, gone are the days of longevity. Women are redefining their relationship with aging in a more positive way. Perceptions, aspirations and time management strategies vary from one generation and country to another.
Artificial intelligence, skin diagnostics, connected devices: tech is taking over beauty routines. The experience becomes personalized, scientific and immersive. A response to consumers’ quest for performance and expertise.
Gen X celebrate their age while reflecting their inner vitality. Without giving in to extremes, they invest in holistic, pragmatic beauty. Connected, lucid, influential: this generation is redefining youth as a state of mind… that lasts.
Role models, life goals, gender, appearance: femininity is changing. In 2025, women are redefining their aspirations. Between the USA, Europe and China, generational gaps persist, revealing contrasting visions of what it means to be a woman.
Korea, Japan, China: Asia is driving global trends. Advanced formulations, sensorial textures or skincare/make-up hybridization, these markets captivate and inspire international brands in their quest for innovation.
AI, cosmetic procedures, heightened expectations: the notion of performance is evolving. Consumers are demanding visible, measurable results, from facial care to make-up and fragrance. A vision that shifts depending on the generation and culture.
From clean beauty to a holistic approach, expectations are evolving. Inclusion, well-being, sustainability, positive age: consumers are demanding concrete commitments. Depending on culture and generation, ethics are becoming a central lever of preference.
Make an appointment with a beauty & well-being expert
Drawing on its hubs in Europe, Asia and the Americas, Beauty Nation crystalizes the Group’s talents and expertise – from quanti to quali, from product innovation to cultural foresight – to provide 360° coverage of beauty and well-being in over 25 markets. A real community of Beauty Addicts, it builds bridges between cultures and disciplines, cross-examines viewpoints and develops innovative approaches to provide brands with fresh, operational insights.
If you don’t have one, we can build it together
A good brief includes your problem, your target audience, the themes you want to explore and other key elements.
Marie Perez Siscar
President of France Thalasso and of the Coté Thalasso complex in Banyuls-sur-Mer, in the Occitanie region of France
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