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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Everyone knows that finding a fragrance isn’t just about whether it smells good; the motivations usually run deeper than that. Each scent tells a story about personality and individuality, where personal and communal narratives are woven into each choice. This is especially true for the diverse and dynamic Gen Z demographic, as they explore their identity and seek comfort in their own skin and surroundings.
At the heart of the challenge for brands lies the task of deciphering Gen Z's complex emotional landscapes and their unique, ever-evolving scent preferences. With this in mind, our exploration, fueled by AI analytics and rich human insight, sheds light on the core consumer identities and adjacent high-velocity trends within the Gen Z perfume wearers across four markets.
Our aim was to build foundation knowledge of the Gen Z fragrance discourse, which would aid in identifying key consumer mindsets, sizing emerging and established trend categories, and uncovering opportunity spaces across four markets: US, UK, France, and Germany. We ran a dataset of over 2500 TikTok posts and 600,000 web search signals through our AI, which was able to employ semiotic analysis to group the data. The result? Eight distinct mindset spaces with their own unique preferences, needs, and pain points.
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
There were three main consumer segments that displayed growth in recent months.
Driven by the desire for affordable yet experiential fragrance alternatives, this group gravitates towards brands like Zara and Lidl in the hopes of finding fragrances that offer the same delight as high-end brands without the hefty price tag. They value the ability to experiment with scents before making a purchase, indicating a need for brands to facilitate accessible sampling methods and transparent communication about scent profiles and ingredients. For these consumers, it’s less about finding a signature scent for every day, and more about building a fragrance wardrobe that allows them to express themselves in different ways according to the situation.
Scent Explorers can be further engaged through localized strategies, such as highlighting affordable finds and dupes available in popular retail chains specific to each country. Providing in-store or online scent trials and creating content around the joy of scent discovery tailored to each market's preferred shopping destinations could enhance the consumer experience. Additionally, creating digital content that educates on scent layering and mixing techniques can empower consumers to craft their unique fragrance profiles, enhancing the overall scent discovery experience.
Consumers from the US tend towards the "clean" aesthetic, which can be leveraged by offering fragrances that are transparent about their ingredients and embody simplicity and purity in scent profiles. Conversely, in the UK, matching perfumes to outfits highlights the importance of versatility in a fragrance. Brands could consider creating collections that cater to different occasions or moods, offering advice on how to pair scents with fashion.
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.
They seek perfumes that enhance and work with their unique body chemistry, with the ultimate aim of finding a unique scent that complements their natural essence. The trend towards pheromone perfumes and zodiac-inspired scents speaks to their desire for personalized fragrance experiences that resonate on a deeper, almost instinctual level. However, the lack of opportunities to test how a perfume melds with their skin before purchase and the overwhelming amount of information available can lead to indecision and reluctance to explore outside their comfort zones.
In markets with a strong interest in body chemistry and zodiac signs, like the USA and UK, brands could introduce interactive and personalized scent recommendations online or in-store, based on astrological signs or skin chemistry quizzes. Marketing content that delves into the science behind fragrances and body chemistry can demystify the process of selecting the perfect scent, fostering a deeper connection between the consumer and the fragrance.
France's focus on the top scent or perfume of the season implies a market that values trendiness and exclusivity. To take advantage of this, brands could engage consumers by highlighting seasonal picks or limited edition scents.
Given an increasing awareness of aromatherapy's benefits for mental states and productivity, this segment looks for scents that can boost mood and concentration. The key challenge here lies in finding scents that are potent enough to be effective yet subtle enough to not overwhelm, especially in shared spaces. For them, fragrance is a functional way to help them switch gears between enjoyment and focus, creating a separation in their environment for different tasks.
For this segment, launching specifically designed functional fragrances that target concentration and mood could meet the growing demand for scents with a purpose. This demand can be met with tailored advice and products in each country. For instance, in the USA, aligning fragrances with the Dark Academia aesthetic for study scents, or in the UK, offering advice on perfumes that boost focus as a study hack. In France and Germany, emphasizing environmental scents and how they can aid focus and mood could cater to the preferences for ambient fragrances and aromatherapy.
Utilizing social media platforms to share tips, tricks, and the science behind specific scent notes and their benefits can educate and engage this audience, making the selection of functional fragrances a more informed and personalized experience.
By integrating these country-specific insights into the broader strategic framework, fragrance brands can create more nuanced, personalized, and engaging experiences for Gen Z consumers, ensuring relevance and resonance in each key market. This tailored approach not only aligns with Gen Z's values and preferences but also enhances brand loyalty and market presence in the ever-evolving fragrance landscape.
Read the full case study here.
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