Beauty & Money puts investors and young beauty companies together. There’s a conference in New York at the end of this month called Beauty & Money that crystallizes all of the above trends. Customization and Personalization: Using data and customer input to create products for a universe of one is a new form of luxury.It’s the opposite direction from where makeup is going. There is a perception that skin and mind are linked and there's a connection between skin care and wellness. Skin Care From The Earth: The skin category continues to explode with more natural, clean and even food-standard products.Most recently, L’Oreal acquired my firm’s client, Pulp Riot Hair, in a perfect example of the trend. It doesn’t aspire to be natural-looking - it’s about flawlessness and it’s taken deep root in the makeup and hair businesses. The Doll Look: Using heavy makeup or surgery to create a look is more porcelain-like, smooth and perfect.Products that allow a consumer to see immediate improvement in bags or lines or brightening are often in this class. The Instant Fix: This refers to the age-old desire for instant gratification, focused on the skincare segment.I caught up with Jennifer Hessel, an industry consultant and L’Oreal alumna, who told me there are four major trends that the fastest-growing, young brands are taking advantage of now:
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