Ladies, We Need To Talk About… Mental LoadCulture, Books
Inside the invisible, intangible work we do to keep your household...
Beauty is not what it used to be. It’s become far more than a confidence booster or something to have fun with. Today, it’s wrapped up in identity, health, wellness and self-care; a reflection of the ever-expanding definition of femininity and its counterparts, which are finally being seen through a less trivial lens. Self-care has become a badge of honour and beauty rituals no longer dismissed as purely superficial. For brands and consumers alike, it’s become a tool for experimenting with technology or asserting an environmental, all-natural-everything stance. We’re all now wearing our hearts on our skin and body – or, more precisely, on the products we put into or on it.
The category is now more popular than ever, growing at a global rate of five per cent in 2017 and estimated to be worth more than USD$400 billion globally. Much of this traction can be attributed to social media channels such as YouTube and Instagram, which have fostered a widespread community of beauty fanatics keen to show off their latest looks and favourite products. Reddit and Amazon have become the new go-to for product reviews, impacting consumer purchases more than any branded marketing speak.
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