New messaging and communications are needed in beauty

June 2017

New marketing is urgently needed in what is a new beauty space and in a post truth world.

The same old marketing arguments - whether delivered digitally or otherwise - simply no longer work. They still reference an outdated backstory of values and solutions and do not help consumers make any sense of the actual beauty world of today

New types of beauty consumer disregard these old arguments, they are failing to persuade millennials, the most important part and the future of the beauty market.

Diagonal Reports' analysis of Beauty buyers behaviours and values is now published. Read more about crucial changes in 21st century beauty buyers' behaviours and values:

There is a new and bigger space in beauty

Why does beauty need a new seismograph?

Why is this threat different and more serious?

There are exponential growth rates in this new beauty+ space

The waves of disruption are now sweeping across the entire beauty world

The tectonic plates that underpin beauty have shifted

How new mega categories have been created?

Beauty has been trapped by encumbent categories

What is driving growth in the new beauty space?

New communications drove a coach-and-four through the beauty industry

New marketing and messaging needed in this new beauty space

The messaging of new values to beauty buyers