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

June 2017

The growth of these alternatives illustrates how new communications drove a coach-and-four through the beauty industry.

New beauty was (and remains) primarily a bottom up movement. Most people learned about these new solutions through word-of-mouth recommendations.

But word-of-mouth went viral with smartphones and social media. Demand exploded and even more suppliers emerged to meet the growth that never stopped.

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