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Attitudes towards beauty are changing. The #bodypositive movement continues to gain momentum with proponents stating we shouldn’t be shamed for how we look, whatever shape or size – and it’s a trend brands can’t afford to ignore.
In our previous research, we found that 70% of consumers don’t care about fitting societal ideals of attractiveness. This means that brands still pushing one concept of beauty are at risk of becoming irrelevant or getting burned.
On the other hand, it can be hard to get inclusivity and diversity right in what can be a highly sensitive environment. A prime example is Gillette Venus’ ad; it featured models with skin pigmentation and extensive tattoos, but the brand didn’t get the pat on the back it was expecting – it came under fire for showing a woman shaving her arm hair.
At the other end of the scale, shaving brand Billie has been lauded for showing real pubic and underarm hair in its marketing. The response highlights how many consumers don’t feel accurately depicted in beauty and grooming marketing, they’re looking for something that feels real.
We wanted to explore this further; to dig deeper into modern attitudes to beauty, and better understand how brands need to shift their propositions. To do this, we surveyed a nationally representative sample of 1,000 working age people in the UK*.
August 21, 2017
To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)
August 31, 2017
Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)