Beauty industry has never faced such a threat

June 2017

The threat faced by beauty is on a scale that has never been seen before. It is now easy for most buyers to switch from cosmetic to alternative solutions.

Cosmetic beauty brands are being forced to operate outside their core area because competition now comes from - not only in but also - outside the old core of beauty

People have switched to a new diet and they want products that are formulated in accordance with the precepts of that diet. Brands that do not adapt will be locked out of the spaces that command higher margins

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