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Beauty trend storytelling +forecasting

 

what we do

Established and future trends are a powerful driving force. Steering the beauty conversation and reflecting consumer needs. Pretty Analytics focuses on telling the trend stories that are changing and driving the industry forward. Exploring how other industries influence the beauty climate and investigating emerging concepts and where ideas link together. 

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Quarterly Trend Reports

Macro + Emerging  Trend Reports

Data Analytics through Natural Language Processing

Qualitative Data Analysis

{NLP + Industry Research} 

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Visualised Data + Trend Maps

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Explore White Space, Early Adopters, Innovation + Emerging Trends

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A Slice Of Pretty Analytics: Stories To Your Inbox

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EMERGING HAIR CARE TRENDS TO STAY AHEAD OF THE CURVE BEYOND 2022

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Request a FREE content sample of the Hair Future Forecast below. You will not be added to any mailing lists or other services.Your details will not be added to any mailing lists, stored or used for any other services.

A unique algorithm designed to analyse beauty trend information powers the starting point of our forecast exploration.

Bespoke in-house software monitors qualitative data across a variety of platforms from video to social media and blog content. It processes natural language into numbers and statistics. Data sets are valuable in this growing digital age but it doesn't define the future beauty conversation. Instead, we use it as fuel to power the content we provide.

Why process natural language?

Creating quantitative data from language allows us to spot newly emerging trends and study changes in consumer focus, social media and how other industries affect beauty. 

Sales data and existing popularity metrics tell a story after the fact. They’re important for tracking established ideas but don’t have the context to look to the future. Our trend reports discuss:

  • “the story so far…”,
  • “what’s next?”
  • "why is this shift occurring?"
  • "how this could affect the future?"
  • "where should brands be directing their strategies?"

Our trend reports cover:

  • Skincare, Hair, Colour Cosmetics, Fragrance and Retail

  • Premium and mass market

  • Global beauty trends and location focused innovation and insight

  • Global shifts and emerging trends

  • Macro, micro and niche focus

  • White space and exploring future concepts 

  • Highlights of the brands and products championing trends

  • Showcasing early adopters and innovators

  • Indie and beauty startup features

#TrendStories On Instagram

According to a global market study by Technavio, natural and organic products across beauty are forecasted to show market growth of 10% a year between now and 2021. When it comes to haircare, emerging trends look at incorporating key superfood, botanical, food-based and “free-from” ingredients into formulations. Dive deeper into what these top ingredient spotlights are, textures, niche segments and data insights on shampoo formulations and vegan hair care in the Hair Future Forecast report. (Report samples + more information available via #linkinbio) Brand on trend: @joshicabeauty provides naturally handcrafted hair care from a tea tree and mint shampoo bar to a leave-in conditioner with Green Tea, Marshmallow, Nettle leaf and Slippery Elm extracts. Joshica’s natural hair range is designed for those with naturally frizzy, oily and curly hair.
Hair is now the target for an entire beauty routine of its own. The biggest focus will be on scalp care particularly within research and development. Treating the scalp individually is of growing importance and scalp massage will emerge as a popular focus both at home and in the salon. One such brand fuelling this innovative hair care shift is @myhairdoctoruk who offer a Scalp Health range including a shampoo, conditioner, exfoliant and soothing spray. It includes active botanicals of comfrey, chamomile and thyme created by hairdresser and trichologist Guy Parsons. Ready to dive deeper and explore data insights on scalp care? Download your copy of the Hair Future Forecast report via the link in bio.
In the first Pretty Analytics forecast report, Beauty Look Ahead (available via link in bio), we talked about which K Beauty terminology would be brought forward to inspire future skincare. In Chapter 6, The Minimal Landscape, we discussed how the 10-step skincare routine has a short global lifespan but textures/finishes such as “glass skin”, “Chok Chok” and that “bouncy skin feeling” will be key. Recently, K Beauty retailer @peachandlily , introduced their own brand line with the Glass Skin Refining Serum to be the first product shipping from June. With hyaluronic acid, niacinamide and mountain yam (to name but a few key ingredients) its aim is provide smooth, toned and super hydrated skin. The full collection will be available later this Summer and we're looking forward to seeing what's next!
Asks: "But what does zero waste really mean?" Essentially, for a beauty brand to identify as such they would need to fully close their supply chain and adopt solutions that collect and reuse post-consumer packaging. The investment required in a service like this beyond local areas is not feasible for small brands. Instead, adopting “naked packaging” solutions and waterless delivery systems are a worthy innovation to fuel sustainable futures. Pretty Analytics sees the push towards zero waste as an aspiration to steer us as consumers and a responsible industry towards more sustainable living. At the heart of it, the quest should be to reduce waste in as many areas as possible from packaging to production in a way that's feasible long term and scalable. Even if you're not "zero waste", 50% less waste is definitely a step in the right direction and can only fuel a positive impact. Read more via our latest #trendstory {link in bio - Stories}
The first ever plastic-free “trust mark” was introduced this month which allows shoppers to quickly gauge whether there is any plastic in a product’s packaging. An idea brought to life by @weareplasticaddicts , supermarket @icelandfoods is one of the first to adopt the mark on their own brand products. Whilst it's currently awarded to qualifying food and drink packaging (like @teapigs), we hope to see this symbol extend towards the beauty industry (or something similar) and adopt itself as a globally understood standard via the power of the people. It will be interesting to see how the uptake of this plastic-free mark will influence buying habits. Ultimately, to facilitate lasting change, industries need to adopt standards to make it easier for consumers to confidently buy sustainably.
“Self-care: Redefined” :: Beyond 2018, wellness will find itself a word by the wayside in favour of the umbrella term of “self-care”. Self-care encapsulates physical, mental, emotional and inner well-being. A movement that explores the rituals both daily and one-off that we take to check-in and look after ourselves in whatever form feels right. It’s personal and is opening up the conversation on mental health, social norms and stepping back from the intensity of busy lifestyles, information overload and digital overwhelm. Years ago, the concept of “me time” was predominately how the beauty industry talked about self-care. It has now been redefined to encompass our lifestyle as a whole and is shifting into an industry in its own right. Read the full #trendstory via the “Stories” tab on our website.
In 2012, I stumbled upon the term of “big data analytics”. I was fascinated with how this rich data source (‘the internet’) could be beneficial to the beauty industry. I wanted to tap into textual information (like blog posts, articles, tweets, YouTube video descriptions) and explore ways to filter, organise and categorise it to be shown in a numerical way with purpose. It hasn’t been a straightforward journey but today, born out of a dissertation project (and loosely defined pipedream), Pretty Analytics exists. A real-world example of processing natural language to help identify trend insights, themes and where the future beauty conversation is heading. Our algorithm provides the building blocks to ground Pretty Analytics’ content into reality. It’s accuracy over mass, a system crafted from beauty industry knowledge. And yet, our algorithm does not have the final decision in depicting trend forecasts. A cross-industry understanding, communication with those passionate about this industry, seeking early adopters + valuing the complexity of human values plays a part in interpreting data into Trend Stories. The data isn’t the answer, it’s a path to navigate your way beyond the now. When it comes to trend forecasting, “Big data analytics” throws you the mainstream and you have to make the effort to look beyond that to capture foresight. And this is why I’m always open  to saying that Pretty Analytics may be powered by data, but it’s certainly not defined by it. “The future is already here. It’s just not evenly distributed yet.” - William Gibson
Athleisure beauty is emerging fast as a trend that opens the floor to adopt + innovate in the beauty space and redefine luxury. Thank you #bellablissett for featuring some of my thoughts on this in Saturday's @ft_howtospendit 💜 (And to anyone curious to read more on the future of this trend, there's a free #athleisurebeauty forecast report avaiable to download via the link in bio)
presents SUSTAINABLE FUTURES. A macro trend report that explores how the beauty industry can innovate and commit to a brighter eco-friendly future as well as some of the top R&D ideas showing promise. The beauty industry can no longer rely on the “clean and green” approach. It requires conscious innovation across the supply chain. This 25-page report explores 8 chapters and includes visualised data insights harnessed from Pretty Analytics’ qualitative data analysis. For more details + a look inside click the direct link in bio.
Over the last three years, we’ve seen beauty draw on inspiration from the food and drink industry. Everything from packaging and scent to aesthetic. A rise in typical kitchen ingredients, superfoods and drinks making their way to the bathroom shelf. Our latest trend story analyses the present and future of the growing "tea-infused beauty" trend that's pouring its way across the industry from scalp care to bathing rituals. Read more via the direct link in bio (+ there’s a trend data visuals pack for you to download).