If until a short time ago there where only a few exemplary cases, today more and more beauty brands are dedicating themselves to activism becoming spokesman of ideologies, political and social thoughts and creating their own campaigns and uniting and strengthening their community around these issues.
After an excursus that highlights various examples of brands that have given rise to significant initiatives, the article summarizes 5 key trends shaping the rise of beauty activism: charitable campaigns, reclaiming regulations, anti-conformist beauty, call-out culture and political activism.

Today’s young people ask to be recognized for their individuality, their needs and desires, not for their gender or sexual orientation. So, a trend already present in the fashion market has made its important and significant appearance in the world of perfumes, giving life to olfactory creations not assigned to a gender or a time.

What could tomorrow’s trends be? An insightful article on what the market’s future might look like.

You can find the article at pages 88-89

An innovative and eco-sustainable way to allow customers to create their own bespoke perfume choosing from more than 50,000 scent combinations.

To make sure that they are successful and to win over customers, brands should: pay close attention to packaging, focus on the personalization of products and services, allow and encourage the discovery of new fragrances with discovery kits and similar initiatives and make history of the brand stand out through events and initiatives that involve and attract the consumers.

This article presents four beauty trends of this year: the demand for products that protect against air polluton or that have CBD/Cannabidiol as an ingredient, the tendency of consumers to identify essential products and eliminate the use of excess ones and the willingness to use products that promote beneficial functions both physically and mentally.

OTT, or “over-the-top,” are media services that allow people to send instant messages back and forth through the Internet. They include Facebook Messenger, WhatsApp, Viber, Telegram and the direct message (“DM”) capabilities on Instagram and Twitter.

The trend predictor Wendy Liebmann explain the near future changes in the business: the shift... from acquiring things to buying happiness. Customers are more committed to give a value to their time and what will be not easy to buy doesn’t deserve their attention. Fragrances will be more and more selected according to the emotional value….

A law that provides that cosmetics ingredients are approved and registered by the U.​S. Food and Drug Administ­ration (FDA) before entering the market was previously non-existent. Progress has been made with the approval of the Cosmetics Reform Bill but its prognosis is thought to be low.