New beauty has changed the rules of messaging and communications

June 2017

Our research has always focused on how beauty is messaged - that is, how exactly brands communicate innovations and new expectations to beauty buyers.

We identify the new rules of messaging and communications and the many complications and challenges that arise in this new beauty space.

Our focus is the messaging of new values and what communications actually work in the new mega categories of skincare and bodyshaping.

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