A couple of weeks ago I was asked, like I frequently do, to be on a research panel and discuss the current state of the beauty industry - and where I see it evolving in the next few years. The reason I love taking part in these kind of experiences so much is because it makes you think, reflect and question what's going on around you every single day, when otherwise we're so immersed in the little details or daily tasks to really take note. Over the last few years we've had a flurry of innovation and more launches than the industry has ever seen, as brands compete for our attention and our money. Although not mutually exclusive, the boom of beauty blogging and the sheer volume of new launches landing into store caused consumers to always be on the look out for something bigger and better than they had before. We moved away from repurchasing long-term favourties in favour of the newest innovation or groundbreaking ingredient, which lead to a huge growth in value of the beauty market; however with a boom comes the inevitable dip - it's simple economics. If the last two or three years have seen an injection of interest and spending power, the next two or three will be increasingly hard for brands to maintain our attention.
Put simply, the majority of us have hit beauty lethargy. For a long time we've been spoiled for choice and have rushed out to buy the latest eyeshadow palette, simply because of our desire for something new; it was easy to feel like we had to have everythi...