New values and innovations drive consumer demand

June 2017

This is nor flash-in-the-pan development. New beauty has been evolving for so many years. It was in 2007 that we first identified the significance of the new beauty space.

The experts who sell beauty began to tell us about the multiplicity of ways that people were starting to buy beauty. We researched further in the US, Europe and Asia and noted a global pattern emerging.

Buyers' new values were creating strong demand for new solutions and that demand was also being fulled by the innovations that were coming from outside beauty.

Our subsequent research then focused on identifying and understanding the seven major values that underpin spending in this new beauty space

Diagonal Reports' Beauty Buyer Behaviours and Values analysis 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