PUSHING THE LIMITS – BEAUTY GOES 360

If we try to situate beauty (using a traditional description, it’s a rather superficial subject, since purely esthetic) in Maslow’s pyramid, we generally place it higher up with needs for esteem (self-esteem, improved appearance, status).

But that’s all micellar water under the bridge now, and the meaning of beauty has gone beyond the restrictions of the past. Today when we talk about beauty, we don’t only mention cosmetic products, we extend the term to new territories: physical and mental health, longevity, vitality and more. Beauty has come out of the bathroom to take its place in the bedroom and kitchen. It has become a lifestyle and part of the physiological needs at the base of Maslow’s hierarchy. Along with sleep, food and sexuality, beauty satisfies one of the body and mind’s basic needs for functioning correctly.

The industry’s update with a more 360 degree approach can be explained by three main factors:
1) The search for integrated wellbeing
Since COVID, mental and physical wellbeing have taken a central place in our lives. Beauty is no longer measured by our feelings about appearance only, but through a more global vision that includes mental, emotional and social conditions going beyond conventional ideas about beauty.

“Each person’s definition of wellbeing varies. For some, it encompasses the holistic idea of mind, body and soul. For others, it centers around specific factors, like having a sense of community or living in an inviting physical environment.” Global Wellbeing Report 2023, lululemon.

2) The “healthification” of beauty
The interdependence of beauty and health, physically as much as mentally, is getting solid confirmation. We now prioritize beauty’s health dimensions and demand products that are reliable and beneficial for overall health. This evolution reflects a collective awareness of the dangers linked to ingredients’ toxicity, spurring a demand for increased transparency and appropriate legislation. The result is a healthification of beauty with aspirations concerning mental and esthetic balance; and it’s producing care routines that are both safe and restorative.

3) The “lifestylisation” of beauty
Beauty now transcends esthetics, taking its place as an aspirational trend. On social media, we look for routines targeted to achieve the image of a desired, ideal life. Through carefully elaborated codes and archetypes, such as the “clean girl,” beauty is evolving into a lifestyle that influences daily choices and encourages an active commitment to personal and community wellbeing.

These changes, coupled with new consumer demands, are introducing a redefinition of brands’ roles. In addition, according to a 2023 VML report, 79% of those surveyed affirm that brands’ roles have changed over the last five years, and 38% believe a brand’s purpose should be to improve health and wellbeing.