Key Takeaways
- 61% of consumers want brands to evoke strong emotions through marketing and products.
- Nearly 50% of shoppers are interested in fragrances that provide wellness benefits, particularly among millennials.
- The rise of “little treats” reflects a growing splurge culture, with consumers seeking small daily joys.
The Intersection of Fragrance and Wellness
Recent insights revealed at CEW’s State of the Industry 2025 event emphasize the profound connection between consumer desires for emotional experiences and wellness-focused products. With around 1 billion people experiencing mental health disorders globally, 61% of shoppers express a preference for brands that evoke strong emotions through their marketing and products. A remarkable 83% of respondents actively seek joy-filled experiences, indicating significant implications for product and marketing innovations.
Circana’s data reveals that nearly 50% of consumers desire fragrances that confer wellness benefits, including stress reduction, enhanced focus, or elevated energy levels. This trend is particularly pronounced among millennials, leading brands like Snif, The Nue Co., and Charlotte Tilbury to incorporate wellness elements into their fragrance lines.
Makeup as a Catalyst for Well-being
While skin care and hair care usually dominate wellness discussions, makeup is increasingly recognized for its role in mood enhancement. Circana found that about 50% of consumers believe that makeup enhances appearance, a sentiment that resonates even more with older generations such as Gen X and baby boomers. Furthermore, half of all surveyed consumers associate makeup with confidence, particularly among millennials and Gen Z. Approximately one-third of consumers reported that makeup brings them joy, highlighting the emotional benefits of beauty products.
The Gourmand Trend in Beauty
A presentation by Spate and Google showcased the growing popularity of the "gourmand" trend, which influences everything from product descriptions to marketing strategies. There has been a noticeable rise in aesthetically appealing products like cinnamon-infused makeup and cherry cola-scented hair products. Consumers are also gravitating toward pleasing textures such as jellies and whipped creams. Trending flavors like Swedish candy and pistachio are expected to inspire innovative product development in this category.
The Rise of Little Treats
The presentation underscored the emergence of "little treats"—small indulgences that elevate daily experiences. Items such as trinkets, unique lipstick cases, and whimsical hair accessories are gaining popularity among consumers seeking daily joy. These products can enhance brand experiences, reflecting a new trend of splurge culture.
Actionable Insights for Beauty Marketers
- Focus on Wellness: Brands should integrate wellness benefits into fragrance products, catering to consumers seeking stress relief and enhanced focus.
- Target Younger Audiences: Develop products that resonate with millennials and Gen Z, emphasizing uplifting and joyful experiences.
- Highlight Makeup’s Emotional Impact: Market makeup as a confidence and joy booster, widening its appeal across demographics.
- Incorporate Gourmand Elements: Brands can utilize food-inspired concepts in both product formulation and marketing to create sensory-rich experiences.
- Embrace "Little Treats": Offering playful, small products can enhance consumer satisfaction and promote brand loyalty.
- Draw from Trending Flavors: Using popular tastes in product development can lead to unique offerings that attract consumer interest.
- Enhance Experiences Through Packaging: Creative packaging and branded trinkets can elevate the overall shopping experience, fostering brand attachment.
These insights were compiled based on findings from leading experts during the CEW’s Global Trend Report 2025, highlighting critical trends in the beauty industry for 2025 and beyond.
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