The rise in candy from around the world reflects people's growing adventurous palates and the role of social media in introducing new foods globally.
History has significantly influenced what various cultures consider beautiful. Major economic and political events, along with shifts in the cultural zeitgeist, have all played a crucial part in shaping ideal beauty standards.
For instance, colonialism radically shifted beauty ideals in many Asian and African countries. Features that didn’t fit with Eurocentric beauty ideals, like deeper skin tones, smaller eye shapes and textured hair, were deemed undesirable, introducing a social hierarchy that is still being unraveled today.
In modern society, the rise of the Internet and social media has been a transformative force in shaping beauty standards. Asian beauty techniques and products have spread to the West and entered the mainstream, while Western influencer and celebrity culture has permeated globally. The conversation around beauty has become increasingly diverse and inclusive, celebrating a wider range of features and styles.
These evolving perspectives on beauty have led to the emergence of new practices, which are prominently reflected in modern advertising. Using our AI-powered Ad Evaluation App, we analyzed beauty advertisements from the 1990s and 2000s by the same brands across five different markets - the US, China, India, Japan, and Brazil. Our goal was to observe their transformation over time and identify any movements between these markets.
Previous Archetypes and Values: Sensual, Intimate, Passionate
New Archetypes and Values: Sensual, Intimate, Passionate, Inspiration, Glamorous
Brazil boasts one of the world’s most diverse cultures, but its beauty standards haven't always reflected that. L’Oreal’s earlier ads featured a light-skinned American model, which is not representative of the country's diversity. While the preferences for glamour and sensuality have remained central, modern ads now showcase a nuanced version of beauty, highlighting different ethnicities and genders. This bolder approach contrasts with the seemingly self-effacing ad of the past, redefining and embracing what beauty looks like in Brazil.
Previous Archetypes and Values: Supportive, Down-to-Earth
New Archetypes and Values: Strong, Brave, Determined
Estee Lauder's 2002 ad in China features Caucasian model Hilary Rhoda as the ambassador, dubbed in Mandarin. This ad may have been a reflection of the period's idealization of foreign beauty and a lack of strong Chinese identity in the beauty industry at the time. More than two decades later, the 2024 ad we analyzed showcases Zhang Weili, a professional MMA fighter, training in a boxing ring. This shift indicates a move away from the consumption of imported beauty standards towards the creation of a homegrown ideal. The new standard of beauty emphasizes strength and health, qualities that Chinese consumers admire and aspire to, and see in themselves.
Previous Archetypes and Values: Powerful, Charismatic, Visionary
New Archetype and Values: Playful, Carefree, Fun-Loving, Glamorous
The two L’Oreal India advertisements featuring long-time brand ambassador Aishwarya Rai illustrate a shift in marketing strategy over the last decade. In the earlier ad, Aishwarya embodies the quintessential beautiful Indian woman, dressed-up and perfectly coiffed. This portrayal emphasizes an idealized and somewhat unattainable standard of beauty.The updated ad presents a more casual and relatable image of the actress, which suggests an attitudinal shift among Indian consumers. While she remains glamorous, the ad focuses on portraying her in a more accessible light, thus positioning her as someone who wants to help other women feel beautiful too.
Previous Archetypes and Values: Innocent, Humble, Optimistic
New Archetypes and Values: Warm, Compassionate, Generous, Nurturing, Inspirational
Shiseido's ads reflect the evolving reality of Japanese women over the past 30 years. The 1992 ad depicts a woman at home, where women typically spent most of their time. The modern ad, however, shows Japanese celebrity Hiromi Nagasaku in various aspects of her life—at work and with her family—showcasing the joy she feels. She appears more confident and assertive, reflecting contemporary Japanese views on beauty. In the past, beauty was associated with cleanliness, but now it encompasses a woman living her life fully and enjoying every moment, illustrating that beauty comes from within rather than just external appearances.
Previous Archetypes and Values: Expressive, Imaginative, Sensuality
New Archetypes and Values: Playful, Fun-loving, Glamorous, Entertaining
Both Maybelline ads share a similar concept, creating a fantasy world that doesn't take itself too seriously. Beauty is meant to be fun, and the 2023 version feels like a modern update of the earlier ad's playful message. The latest ad features the unexpected pairing of Bretman Rock and Martha Stewart, and utilizes both their brand personas. This shift showcases a growing consumer desire for inclusivity and authenticity in advertising, challenging traditional notions of beauty and expanding the idea of who gets to wear makeup.
Our analysis of ads from these five markets reveals three key ways ideas have traveled, highlighting the shift from one-dimensional to multidimensional beauty. The meaning of this shift varies across cultures.
Many modern ads demonstrate a shift in the relationship and power dynamics between beauty brands and consumers. In the past, the beauty industry focused on highlighting imperfections and promoting unattainable standards that could only be achieved through their products. Today, consumers are more empowered and seek brands that affirm their beauty and support them in their journey to become the best version of themselves.
Markets Demostrating this Theme: USA. Brazil, Japan.
Modern beauty ads seem to share a common thread: beauty is about play and passion. It’s meant to be fun and accessible to everyone who wants to take part in it. It's believed that happiness and fulfillment in life radiate outwardly. When you feel content and satisfied, it enhances your external appearance.Brands need to promote the idea that their products are a means to explore, have fun, and express joy, reinforcing where true beauty comes from.
Markets Demostrating this Theme: USA, Brazil, China, Japan, India.
Seeing yourself on screen is more important than ever before. Consumers are demanding to see people who not only look like them but also reflect the unique interpretations of beauty in their respective countries. They want to see individuals who mirror their ideals and lifestyles and with whom they can emotionally connect.
The expectation is for brands to understand them on a far deeper level and cater to their beauty standards, rather than setting the standards for them.
Markets Demostrating this Theme: USA, Brazil, China, Japan.
Candy remains a favorite in ASMR eating videos due to its visual appeal and sound when chewed. Recently, popular candies with crunchy and sludgy sounds have become especially soothing.
Consumers' tastes now favor sharper, tangier flavors. Sour candy offers a refreshing contrast to sweetness and stimulates dopamine release. It is also believed to be a quick antidote for anxiety, as it distracts the brain from negative emotions and focuses it on the tingly sensation in the mouth.
Nostalgia has hit the candy market, with 90s and 00s favorites like Ring Pops, Airheads, and Nerds topping Amazon’s Best Sellers list, indicating consumers’ craving for childhood snacks.
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As beauty standards become more inclusive and diverse, it is clear that consumers are driving a transformative shift in media and advertising, seeking representations that are authentic, empowering, and reflective of their true selves.
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Eater dubbed 2024 the Year of the Dinner Party back in January, and their prediction seems to be holding true, judging by search interest and the explosion of food-focused gatherings documented on TikTok and other social media platforms.
These aren't your average "come-over-for-pizza" nights. Gen Zs and Millennials are taking dinner parties to the next level with themes, decorations, and getting creative with their menus. People are prioritizing the act of entertaining and crafting an experience, rather than simply cooking a meal for friends.
The surge in dinner parties can be attributed to several factors. First, the rising cost of living has made restaurant dining less appealing. Splitting the cost among friends, potlucks, and the ability to elevate a simple meal with decorations make dinner parties a more budget-friendly option for social gatherings.
This surge can also be traced back to the pandemic. Large, impersonal gatherings gave way to smaller dinners and game nights, forcing people to be more intentional with their social circles and giving time for quality conversations. Dinner parties not only fostered a sense of intimacy and connection craved during isolation, but they also provided content for social media, fueling the desire for aesthetically pleasing experiences.
This trend has continued post-pandemic but with a heightened sense of significance. An invitation to a dinner party now signifies a deeper level of closeness. It's an invitation into someone's personal space, offering a glimpse into their life. It's a purposeful act, and the invitation itself conveys a clear message that you're valued and desired company.
Search trends reveal a shift in dinner parties from casual gatherings to meticulously planned events. Let's explore how people are hosting these elaborate gatherings and uncover potential branding opportunities within this trend.
Our first observation was that the conversation surrounding dinner parties on TikTok appears to be dominated by women reveling in female friendships. This trend aligns with the rise of the "girlhood" movement, which has manifested in an aesthetic that leans heavily into hyper-femininity, with elements like flowers, frills, and a lot of pink.
Consumer Insights:
The “Girlhood” movement has influenced consumers, especially female consumers, to take stock of their friendships and celebrate platonic bonds just as much as romantic relationships. These dedicated celebrations of friendships have created safe spaces for women to celebrate their femininity, leading to a playful reclamation of a hyper-feminine aesthetic – a trend that they may not have felt as comfortable embracing in the past.
Exposure to global cuisines through travel, the internet, and social media has fueled a spirit of culinary adventure among diners. They're not only seeking out ethnic flavors at restaurants but also attempting to recreate them at home, thanks to the growing availability of international ingredients.
An analysis of nearly 60 recipes from 10 different cuisines revealed that the top 20 most popular recipes originated from the following regions: Italian food leads the pack, followed by Latin American dishes.
The analysis also revealed a surge in searches for the following recipes, including Italian, further solidifying their dominance among popular dinner party choices.
synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop
grasping the distinct consumer perspectives that these diverse regions offer
Consumer Insights:
Diners' adventurous palates and willingness to recreate dishes from around the world at home reflect a desire for new experiences and self-challenge. Their global awareness and digital lifestyles, open them to a world of culinary inspiration and beyond. Brands can capitalize on this by offering novel content and recipes that push the boundaries, taking them beyond their comfort zones.
Food is just one element of the modern dinner party experience. Themes and aesthetics are equally important, with hosts drawing inspiration from their favorite movies, novels, or travel destinations. Tablescapes are meticulously crafted to evoke these chosen locations, and guests often come dressed in attire that reflects the theme. Unlike the mass-produced costumes and decor found at party stores, these are thoughtfully curated and more sophisticated.
Our analysis of dinner parties on TikTok revealed Summer, VH1 Sepia Sky, Glamorous Los Angeles, and Nostalgiacore as the most popular subcultures and aesthetics. The Summer themes included coquette garden parties overflowing with flowers and ribbons, and Amalfi Coast-inspired events with lemon decor and blue and white linens. The resurgence of film photography also fuels the trend of capturing these dinner parties through a nostalgic lens, adding a hazy, vintage touch.
Consumer Insights:
Dinner parties, from themed menus to tablescapes, demand creativity and imagination. This desire for creative exploration suggests consumers seek outlets for self-expression beyond the dinner table. Brands can capitalize on this by positioning their products and services as tools for creative fulfillment.
Curated digital profiles:
-Instagram, Twitter, and TikTok (US)
-Weibo and Douyin (China)
Pulled 400 million unique searches to estimate the growth of each segment
Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments
These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.
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Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.
Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.
Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products
These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.
Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.
They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.
Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.
Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.
To help foster a deeper sense of connection among guests, hosts also meticulously craft engaging after-dinner activities that prioritize guest interaction and encourage creative expression.
Here are some activities experiencing a boost in popularity:
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