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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Brand Insights in 3 Sentences: Set-jetting is the latest travel trend to emerge in 2023, where people travel to destinations they’ve seen in their favorite television shows or films and even plan their entire itinerary around it. Movie-inspired tourism can be extremely positive for local economies, so tourism boards should try to highlight these locations in their marketing and curate special experiences for visitors. They should also utilize the opportunity to educate tourists on history and local culture to build reputation and encourage word-of-mouth recommendations.
HBO’s White Lotus has become a smashing success, thanks to its clever dark comedy, love-to-hate characters, and of course, its scenic, sun-soaked locations. The show’s two seasons are set in Hawaii and Sicily, with the Four Seasons Resort Maui at Wailea and the San Domenico Palace serving as the fictional hotels, respectively.
Since the show’s premiere in July 2021, both hotels have seen a 57% and 1522% spike in search interest, respectively, and fans worldwide have flocked to stay in their resorts.
This trend of traveling to destinations that were locations of movies or television shows is called “set-jetting”, a term first coined by New York Post journalist Gretchen Kelly in 2008. It’s not a new concept, but set-jetting has seen a jump in recent years and is predicted to become one of the top travel trends of 2023. During the pandemic lockdowns, people looked to films, television and social media to escape and fulfil their wanderlust, so once borders began opening, these travellers rushed to see the backdrops of their favorite shows in real life.
Even without set-jetters, popular cities like London, Tokyo and New York City already receive throngs of tourists. However, an analysis of almost 2000 Google Maps Reviews of popular tourist destinations in these cities show that people do reference movies or television shows in them, which means that they have helped to boost traffic and have likely played a part in making them as popular as they are.
However, our AI tool, Sphere, found that the top jet-setting location on TikTok was not one of the major cities, but a small city called Covington in the U.S. state of Georgia. Otherwise known in The Vampire Diaries Universe as the fictional town of Mystic Falls. Shows like Dukes of Hazard, In The Heat of the Night and The Walking Dead have also been set in the city, but fans have flocked to visit the town mainly because of TVD.
More well-known cities Los Angeles and London were mentioned as well, and other popular movie franchises and TV shows like Marvel, Harry Potter and Stranger Things were also tagged, but Covington and The Vampire Diaries were the most popular by far.
The first episode of The Vampire Diaries was released in September 2009 and Google Trends reveals that searches for the city have grown since its debut. Their location tags on Instagram and TikTok are also filled with TVD-related content from fans flocking to visit their favorite fictional town.
The city has fully embraced their new identity as Mystic Falls and the show’s fans, and have curated special tours on their website, or the Vampire Stalkers Mystic Falls Tours, which proudly declares that Covington has been named #6 on the list of the Best Vampire Destinations in the World by the Travel Channel. There are even multiple locations in town that have renamed their establishments after places in the show, left signs up from the set, and sell memorabilia at their locations.
It’s not at all uncommon for cities or countries to leverage films and TV shows as a way to boost their tourist economy. The tourist board, VisitBritain has created movie maps that chart the filming locations of popular shows like Harry Potter, Bridgerton and Peaky Blinders, with other agencies even offering a James Bond-style speed boat tour of London. Singapore’s official destination website features videos of local actors from Crazy Rich Asians speaking about cultural experiences in their country.
However, the biggest example of how movies can be beneficial to a country’s tourism industry is the impact of Lord of the Rings on New Zealand, which is now named ‘Tolkein tourism’. It’s been almost two decades since the first film was released, but peoples’ desire to see Middle Earth hasn’t faded. “Tourist numbers shot up 40% in the five years after the first LOTR” and tourism has since become “the nation’s biggest export industry, bringing in NZ$39.1 billion annually and employing one in seven New Zealanders.” Rebecca Ingram, general manager New Zealand and Government Relations at Tourism New Zealand stated in an interview in 2019 that nearly “one in five visitors still cite The Lord of the Rings trilogy as a reason they chose to visit New Zealand.”
Today, The Lord of the Rings filming locations, including Hobbiton, still garners millions of searches and has still seen a 34% increase in the past 5 years.
The benefits of film production on tourism is significant. They give opportunities for a place to show off its cultural and natural assets, as well as to build their reputation. It also means more jobs and business opportunities for the local economy both during and after production. Recognizing this, many places have since put in place film incentives to attract scouts and filmmakers. The state of Georgia, for instance, had been working to lure Hollywood to them since 2008 by offering the largest tax incentives of any other state in the country. Hundreds of films have since been shot there, with its famous peach logo during closing credits being instantly recognizable. It’s also been dubbed the “Hollywood of the South”, even overtaking the traditional home of film production, California.
There are instances however, where too many visitors can be a bad thing. Overtourism to places popularized by films or TV shows can lead to negative effects like pollution, overconsumption of resources, damage to natural and historical sites and displacement of locals. Maya Beach, made famous from the 2000 film The Beach, serves as a lesson to people for traveling more responsibly. At the height of its popularity. It was reported that “there were more than 5000 people visiting a day”, which led to the beach being littered with discarded trash, and severe damage done to coastal plants and coral. Thon Thamrongnawasawat, a marine biologist from Thailand’s Kasetsart University, stated that “at the time the bay was closed, there was only 8% of coral coverage left, compared to up to 70% some 30 years ago.” By June 2018, Thai authorities made the decision to close the beach to allow it to recover from the ecological destruction and has only since reopened in 2022.
The trend doesn’t just stop with movies and television though. Other forms of visual entertainment, like video games, anime, and TikTok videos are inspiring people to travel to their locations as well.
As media and entertainment becomes more diverse, this set-jetting trend will continue to expand and affect tourism all across the globe. As the trend is truly based on living out a fantasy, tourism boards should think of ways to curate experiences for these travelers, like allowing them to recreate scenes in costumes or having food offerings from their favorite shows.
Most locations also hold some sort of cultural or ecological significance, aside from being sets, that visitors are always keen to learn more about. Tourism boards should provide some knowledge on the history of the site or what it means to the local community within the experiences. Having those extra insights is what travelers look for when visiting a place, which they then share with people back home and hopefully entices them to pay their own visits.
Follow our page for more such insights. Write to [email protected] to learn about AI-powered market research and the latest consumer trends.
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
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.
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