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.
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Need more info?
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Feel free to share it with us.
If you prefer, we can discuss it.
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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