Creating trend reports can help showcase your brand as a market leader

Thanks to TikTok and Instagram, beauty trends are emerging and spreading rapidly. What once took months or even years to get through from global fashion weeks and beauty editors to the average consumer now happens almost instantly.

Consumers, especially Generation Z, are more fickle than ever; Your loyalties can change with the latest viral sensation. This means that if brands are even one step behind, they could miss an important opportunity to connect with their audience and assert their expertise.

So it’s no longer enough for beauty brands to just try to “keep up” – they need to anticipate trends and offer consumers the next big thing before they even know they want it.

Enter the year BEAUTY PIE trend report.

Trend report

For our client BEAUTY PIE, the idea for the annual trend report came from an ideation session where we thought about how we could position the brand as a go-to source for predicting and presenting trends on the horizon as well as those that have recently been on the rise . Looking back at the hottest trends of the last 12 months shows how strong the brand is across the industry in which it operates, while looking ahead to the following year shows that the disruptor brand is more of a trendsetter than a follower.

One of the main reasons brands need to stay one step ahead is the psychology of today’s consumers. People love the feeling of being among the first to discover something new and exciting, from a skincare technique like “skin streaming,” which debuted in 2023, to a bold makeup trend like ombre blush or With the latest nail art trend like 3D acrylic, it can be exciting to be part of an exclusive group that knows their stuff. And from a brand perspective, you naturally create a sense of community by giving your audience the opportunity to jump on the hype together.

By creating the trend report, BEAUTY PIE proactively increased its appeal to consumers who are always looking for the next big thing. Customers who see the brand sharing their in-house tips and tricks for creating viral looks and hacks develop a sense of community and feel like they are part of something special and ahead of the curve.

Brand authority

The trends report covers the biggest trends in makeup, hair care, skin care, nails, and body and wellness. So it’s a wealth of data useful for beauty fanatics and journalists alike. Because it’s full of trends from the last 12 months and the year ahead, it offers consumers a range of looks and products to try in the future, and provides beauty and wellness journalists with plenty of content to support their stories. Now in our third year, we are able to have journalists come to us and ask when we can share the results with them, proving the value it brings within the industry.

The content also benefits from BEAUTY PIE’s in-house experts, meaning we’re not only calling out the trends you should be on the lookout for, but also helping people understand how they can get in on the action. For example, when certain makeup looks dominate social media (think mob woman aesthetic), we put the brand front and center of the hype by sharing their advice on what’s trending, how to create it and what products are needed to get it to the point. This approach not only keeps the brand relevant, but also strengthens the connection with consumers who have participated in or admired the trend.

Consumers today are more adventurous than ever when it comes to trying new beauty products and techniques. The constant flow of information and inspiration from social media has sparked curiosity and a culture of experimentation. People are no longer content to stick with the same products and routines; They want to explore, mix things up, and discover something that sets them apart or that they can share with their friends.

The BEAUTY PIE trends report is a great example of how a brand can provide valuable insight into an ever-changing landscape and stay one step ahead of consumers. In an industry where yesterday’s news is already old, the ability to predict and drive trends is what separates the leaders from the followers.