3 Big Beauty Trends (Bigger Than Yellow Blush & Pearl Hair)

Makeup fads can appear and disappear faster than you can say “yellow blush” but these larger trends are helping to reshape the beauty industry, and how young consumers view it…

If you spend time on social media, you have likely witnessed the rise and fall of many a beauty fad. In just the last month, we saw the quick ascent of Yellow Blush, which both mystified and enticed beauty fans, and a quickie fascination with Pearl Hair, the latest hair color hashtag trend. Our weekly Viral List frequently includes the latest makeup fad—from feather brows to meme eye art—many of which disappear as quickly as they arrived. At the same time, some of these beauty fads can stick (especially if there are larger reasons behind them) and create huge opportunities for brands. The unicorn trend started in the beauty world, when bloggers and other fans became obsessed with unicorn inspired brushes, products, and palettes. Today it’s still going strong, with Wet N Wild releasing a much-buzzed-about unicorn collection, and the unicorn/fantasy aesthetic stealing the show at the recent BeautyCon in NYC.

Other big Millennial beauty trends are fueling shifts in the industry as well. Take young consumers’ obsession with natural ingredients. While the U.S. beauty market overall grew 2% last year, the natural sector grew 7%, and is only gaining steam. Indie brands started the shift, but major outlets and drug stores are catching on, with everyone from Ulta to CVS stocking up on non-synthetic skincare. Consumers are willing to ante up three times the price for the products, making up in revenue what they lack in shelf life. Sure, Yellow Blush, Feather Brows, and Pearl Hair might not last forever, but some beauty/makeup trends are big enough to have a lasting impact—here are three we’ve got our eye on:

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The Newsfeed

“I eat whenever I need to...I don’t follow the conventional breakfast, lunch, dinner setup.”

—Male, 29 VA

Over half of Millennials believe “money can buy happiness.” Fifty-three percent of 22-39-year-olds believe the more money you have, the happier you are, compared to 38% of Americans overall, according to Mintel. The research also shows Millennials are optimists: a little over half are confident in their financial futures, although nearly a third consider paying off credit card bills their greatest financial challenge. Considering the Ypulse financial tracker shows 59% of 18-34-year-olds have debt, we’re not surprised. (MediaPost)

Mickey Mouse Club is coming back for a new generation, and they know just where to find them: social media. Disney announced at Vidcon that the new rendition of the variety show will be released in snackable snippets on social media only. The show will search for future stars with little to no social followings, but big, undiscovered talents, such as choreography and songwriting. Disney is winning out with Millennials and this nostalgic hit should be right on brand; you can see it at the end of August on the Oh My Disney Facebook channel. (THR)

Summer camp costs more than ever before, and some parents are paying big bucks for their children to rough it. Sleepaway camps cost an average of $768 a week, up from $397 in 2005, for often less-than-luxe accommodations. Affluent parents who want their kids to “just be normal” are sending them to camps that can cost $20,000 for basic room and board that “smells a little mildewy,” where kids do their own laundry, clean their rooms, have roommates, and engage in typical camp activities—macaroni art, anyone? (MarketWatch)

Taco Bell has built brand love and a loyal fan following across digital. Their record-breaking giant taco head Snapchat lenswas just the beginning of their successful social marketing strategy, which involves treating each platform differently. The latest example is their YouTube series, Taco Tales, which includes 40 pieces of long-form content catered to their fans. They’ve accrued 10.5 million Facebook fans, 1.85 million Twitter followers, and 60,000 YouTube subscribers with their “wacky,” authentic brand voice in an effort to not just people-please, but to be themselves—which may be why they’re one of young adults’ favorite fast food restaurants.

(The Drum)

More evidence that Millennials still love analog books: They’re the most likely generation to use public libraries, according to a Pew Research Report. More than half of 18-35-year-olds have frequented a public library in the last twelve months, compared to 45% of Gen X, 43% of Boomers, and 36% of Silents. University libraries were specifically not counted, so being college-aged isn’t giving them any advantage, either. The finding goes hand in hand with Ypulse data that shows reading is 13-34-year-olds’ biggest hobby. 

“The wedding trend I have noticed is the white wedding dress being phased out and an array of colors and styles being used.”

—Female, 32, FL

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