In an uncertain context, marked by rising concerns, from climate change and global conflicts, to resource shortages and the rising cost of living, consumers adapt their mindset. And the trends now emerging reflect these changes.
Trend 1: Made for me
The world is changing, and so are we. We are becoming ‘Generation Flex’ with no fixed identity.
This radical changeability demands ultra-personalisation. Artificial intelligence (AI) is thus presenting all kinds of opportunities for beauty brands, from digital diagnostic tools and virtual fragrances, to in-game launches. Shops become experiential spaces, for trying out products you then buy online. Brands connect with

