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The future of appearance is personalised: innovations in stem cell generation, DNA-based healthcare, custom-blended beauty products, AI tools that analyse your skin and suggest tailored products and avatars that allow users to customise their looks. And marketing will follow, becoming “deeply more personal”, says Bamford. “Fantasy will start to become reality because of the shift in technology and what that enables us to do. I think we’re going to be more enabled to look however we want to look, and this impact of personalisation is only going to grow. If brands can’t connect to that in a meaningful way, they’ll be left behind.” At the same time, customers are becoming more educated than ever on the aesthetic treatments and beauty products available to them. Research shows that Gen Z (who will be in their 30s and 40s in 20 years — the target age for aesthetic treatments) conducts significantly in-depth research online before committing. “Customers want to see not just the effects of someone using that product, but also someone who has similar skin or goals to them,” says Safian-Demers. “Rather than a brand saying, ‘This is our product and this is how you use it,’ it gives an opportunity to say, ‘Here is our product — you tell us how you’re using it and how we should be communicating that value to you.’”Nice Mr Dna Shirt
Bamford says she expects brands to get more specific about who they’re targeting with their marketing strategies, and how. Refy’s Geoghegan agrees. “A lot of brands go too broad and trend-led, but there’s a lot to be said about going deeper and more niche, which will resonate personally a lot more,” she says. As brands continue to personalise their marketing strategies, the metrics of success may change. “As we’ve narrowed in to focus on the consumer and the community, we’ve lost a little bit of [the virality we used to have]. It’s been a good learning for us — there’s always a panic when you’re not hitting those numbers, but we’re reaching the right people now.” Brands are likely to continue investing in user-generated content in the future, experts predict, because it allows them to boost representation without approaching it tokenistically or dictating a particular beauty ideal. “By its very nature, it is inclusive; you have a whole host of people who are experiencing a product in a completely different way to anyone else,” says Collins. “Those platforms have the power to include everyone and target communities based on shared values or goals, as opposed to saying, ‘This is for you if you look like this or have this background.’”
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