The O-Word
Consumer & Tech Changes Coming in 2025 — And What They Mean For Your Beauty Brand
BEAUTY OPINION
SOCIAL MEDIA INSTAGRAM & TIKTOK
TOPIC CONSUMER & TECH CHANGES
As we close out 2024 and look towards 2025, we’re sharing a few of our beauty & marketing predictions for the new year — with a preview of the consumer and tech changes you can expect. From changes to how content is discovered on social media to how consumers are making their purchasing decisions, read on for a preview of what’s to come in the world of beauty.
LESS SCROLLING, MORE SEARCHING
Going into the new year, we should think more about social media as a search engine. TikTok is continuing to improve its search functionalities (though we’re all keeping an eye on what’s happening with the potential US ban with the most recent ruling), while Instagram has recommended prioritizing shares as a key metric of performance. These changes indicate that discovery on social media is going to become less about that constant scrolling, and more about intentional searching and sharing. In the new year, beauty brands shouldn’t just focus on creating “scroll-stopping” social content, but on content that is highly searchable and shareable. Those keywords and search trends can be incorporated into your influencer marketing efforts as well, creating search-optimized content with outside creators.
“In the new year, beauty brands shouldn’t just focus on creating “scroll-stopping” social content, but on content that is highly searchable and shareable.”
THE INTERSECTION OF BEAUTY AND WELLNESS
Wellness is already a big focus for consumers, with McKinsey & Company’s Wellness 2024 report finding that 82% of consumers in the US now consider wellness a top or important priority in their everyday lives. The definition of wellness is also becoming broader, from vitamins and supplements (which continue to be a growing sector) to self-care, mindfulness, and leisure. In 2025, think about ways you can integrate wellness into your beauty brand, whether that be self-care messaging, formulations that promote cellular health, working with wellness influencers, finding angles for wellness publications, or tapping into wearable technology – like adjusting skincare routines based on real-time UV and humidity data.
CONSUMER & TECH CHANGES IN 2025
CONSUMER & TECH CHANGES IN 2025
CONSUMER & TECH CHANGES IN 2025
HIGHLIGHTING VALUE
According to Euromonitor International’s Top Global Consumer Trends for 2025, 57% of consumers extensively research products before purchasing and only 18% made an impulse buy in 2024. But cost is only one factor in these strategic purchasing decisions — functionality and quality are also key. As a result, beauty brands should think about how they are showcasing value in 2025, regardless of price point. Are your products multi-use — a lip liner that can also be used as an eyeliner or contour? Can you tout your product efficacy through clinical studies and proven claims? What type of loyalty or subscription programs are you offering?
THE EVOLUTION OF AI
Generative AI is well on its way to becoming a foundational tool in marketing, from assisting with writing captions and editing videos to kick-starting ideation. However, according to Kantar’s Media Reactions Report 2024, while 68% of marketers are positive towards GenAI, 43% of consumers don’t trust ads that are AI-generated. And with the FTC and EU regulatory bodies pushing for mandatory AI ad disclosures, more laws and guidelines for AI use are on the horizon. Beauty brands will need to find a balance between establishing their processes and best use cases for utilizing AI while being transparent with consumers about when and why AI was utilized. The growing concerns about the accuracy and ethics of AI can’t be overlooked.
