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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World AIDS Day is observed on 1st December every year. As the first global health day since its inception in 1988, it has given people around the world an opportunity to unite in the fight against HIV and express support to those affected by it. While HIV/AIDS is now considered a manageable chronic condition and not a deadly disease, it’s estimated that over 1.2 million people in America and 38.4 million people globally (two-thirds from the African region) are still infected.
Despite four decades of HIV response, inequalities persist for basic services like testing, treatment, and contraception, and young women in Africa remain disproportionately affected by HIV. Further, the COVID-19 pandemic has adversely affected the global HIV response, leaving millions of people at risk.
With only eight years left to achieve the 2030 goal of ending AIDS as a global health threat, the 2022 World AIDS Day theme is “Equalize” — a global call to action to address the inequalities which are holding back progress in ending AIDS. According to UNAIDS, this entails:
- Increasing the availability, quality, and suitability of services for HIV treatment, testing, and prevention, so that everyone is well-served.
- Reforming laws, policies, and practices to tackle the stigma and exclusion faced by people living with HIV and by key and marginalized populations.
- Sharing technology to enable equal access to the best HIV science between communities and between the Global South and North.
The Human Immunodeficiency Virus (HIV) targets the immune system and weakens the body’s defense against many infections and some types of cancer, gradually making infected people immunodeficient. It can be transmitted through unprotected sex, contaminated blood transfusions, hypodermic needles, and from mother to child during pregnancy, delivery, or breastfeeding. The most advanced stage of HIV infection is Acquired Immunodeficiency Syndrome (AIDS), which can take years to develop if not treated.
This World AIDS Day, we used our AI tool, Sphere, to study the online discourse on HIV/AIDS. First, we looked at the search volume for top-selling drugs for HIV/AIDS. Here’s the list, with Truvada topping the list, followed by Descovy:
We also studied trending Google searches related to HIV/AIDS.
Which topics have the fastest-growing search interest? What are patients, caregivers, healthcare providers, and scientists curious about?
Here’s a short list of trending topics:
Search interest for stem cell transplants to treat HIV grew by 137% between July and September 2022. According to Jana K. Dickter, MD, associate clinical professor, Division of Infectious Diseases, City of Hope, stem cell transplantation is a complex procedure with significant side effects and isn’t a suitable treatment option for the majority of people living with HIV. However, as people living with HIV age, some of them may eventually develop blood cancer which can be treated with a particular type of stem cell transplant.
Searches for HIV prevention drugs have increased by 135% between July to September 2022. The spike in September could be related to a ruling by a federal judge in Texas against a government mandate that requires employers to provide healthcare coverage for HIV prevention drugs. The ruling meant greater financial burden for those seeking HIV prevention drugs, making marginalized communities more prone to HIV infections. The ruling was also controversial as it stated that “this mandate required religious employers to provide coverage for a drug that encouraged homosexuality, prostitution and promiscuous behavior,” furthering the stigmatization of people with HIV.
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
A recent study published in Clinical Infectious Diseases found that people with HIV who started antiretroviral treatment early, i.e. before their CD4 T-cell count fell below 800, had a substantially smaller viral reservoir, thus, improving the prospects of long-term remission. A CD4 T-cell is a type of white blood cell that help fight infections by triggering the immune system to destroy viruses and bacterias.
Search interest for CD4 grew by 55% between July and September 2022. Antiretroviral treatment is also recommended by the U.S. Department of Health and Human Services.
Antiretroviral medicines are used to treat HIV by allowing the immune system to repair itself and prevent further damage to the body. Dolutegravir is one such antiretroviral drug and there is significant search interest for it from people in Michigan, Oklahoma, Maryland, Utah, and Georgia in the United States.
A study by Harvard T.H. Chan School of Public Health also found that Dolutegravir-based antiretroviral therapies for HIV-1 are more effective in pregnancy compared to other ART regimens. However, being recently approved, there is limited information on its safety compared to other common regimens.
Cabotegravir, or Cab-LA, manufactured by the British pharmaceutical company ViiV Healthcare, is a medication that can be administered in the form of tablets or an injection. It can be taken every two months, instead of daily — which can limit side effects.
Search interest for Cabotegravir grew by 159% between July and September 2022 after the 2022 International AIDS Conference, where ViiV Healthcare presented research that Cab-LA is the only long-lasting injectable form of pre-exposure prophylaxis (PrEP). This means that medicinal consumption can be made much more accessible, with an 89% lower rate of HIV acquisition when compared to regular oral tablets.
With the help of Sphere, we also looked at cultural trends and social media discourse related to HIV/AIDS. An analysis of Instagram posts revealed that the top emotions detected in HIV/AIDS-related posts are affiliation, creativity, affection, and happiness — proving the existence of a supportive and optimistic online community. The colors detected were also in-line with the red palette and red ribbon associated with HIV/AIDS awareness campaigns globally.
Some of the other social media trends and cultural discourse are as follows:
People living with HIV/AIDS are taking to social media to express themselves, share their struggles, and educate others about their condition. Johneri’o Scott is a popular TikTok influencer with 29.9K followers who posts videos about HIV/AIDS symptoms, HIV/AIDS management, healthy diet choices, transmission myths, mental health, social stigma, medication, and HIV testing. He offers support and hope to others living with HIV through his posts.
In an effort to de-stigmatize HIV/AIDS, an HIV-affected person asks strangers to touch him, telling them he has HIV. Many of them go on to hug him — expressing support and empathy to him and those like him. The TikTok post has garnered 535K likes, 5596 comments, and 2837 shares, and inspired many others to do the same.
A new gene-editing therapy known as CRISPR which can potentially change the future of HIV therapeutics has generated a lot of curiosity and conversation recently. A Reddit thread on the topic has 363 upvotes.
Gena Tew, a 27-year-old model, was diagnosed with AIDS in March 2022. She has 93.9K followers on Instagram and 841.1K followers on TikTok and has been documenting her struggle with HIV/AIDS.
On 23rd September 2022, Elton John performed at the White House after which US President Joe Biden presented him with the National Humanities Medal for his HIV advocacy. This news has been widely shared on social media by his fans appreciating his efforts to raise awareness and end AIDS.
According to the WHO, 70% of new HIV infections globally are among people from marginalized (and often criminalized) backgrounds. According to UNAIDS, in Africa, adolescent girls and young women are 3X more likely to acquire HIV than boys & young men. The AIDS epidemic can only end by making HIV awareness and treatment more accessible and removing the stigma and discrimination associated with it. A unified global response is the need of the hour and a nuanced study of the online discourse related to HIV/AIDS could help healthcare providers, advocacy groups, and global nonprofits drive impact at scale.
Write to us at [email protected] to learn more about our work.
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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