Quick-fix “transformative” beauty solutions - fuelled by viral beauty trends - promise an empowering choice for women, who are told they can choose to enhance, inject, and optimise as a form of agency.
But these ‘solutions’, like Ozempic and Baby Botox, are leading to unexpected side effects and a cycle of further interventions for beauty consumers. In our latest report, written by Sophie Nathan-King, we explore why consumers are falling into a costly and often irreversible "Beauty Trend Cycle Trap".
Here, Sophie explores the role brands can play to navigate the landscape responsibly, moving beyond reactive marketing to champion realistic, healthy beauty standards.
