Today, there’s a new beauty consumer who is shaking up the industry by pushing the boundaries of what defines beauty and the types of treatments they continue to seek out.
In a conversation presented by Boston Consulting Group, Pierre Dupreelle, managing director, partner and leader of global beauty sector, and Peri Edelstein, managing director, senior partner and leader of North America consumer practice, for the company offered up a new set of consumer insights that is redefining the category.
The findings shared were from a new survey conducted with 5,000 consumers over the past 12 months. Boston Consulting Group reported three key changes in the beauty category over the past decade and the rise of the world of medical aesthetics, preventative treatments and longevity solutions.
The first change has been the normalization of a multistep routine, what Dupreelle and Edelstein called the rise of skin intellectual consumers fueled by social media as a major point of discovery. The second is the readily available and more accessible medical aesthetic industry, which received a boost during the pandemic with the normalization of treatments. Lastly, the rise of preventative and longevity treatments with GLP-1 and peptides. The result is a new type of beauty consumer who’s redefining the landscape of the industry, which Boston Consulting Group calls the optimizer.
