Consumers empowered by social media are now dictating to brands which trends they need to meet. Pinterest recently forecasted the biggest consumer-led trends for 2024 with its Pinterest Predicts report using its search engine database which has over 400 million monthly users. Niche aesthetics continues to take a front-row seat for both buyers and brands as they attempt to keep up with social media trends. Gen Z and Millennial demographics have expressed interest in luxury body care, blue makeup,
e makeup, silver accessories and ‘coquette’ bows. Now, brands across the retail industry are trying to keep up with consumer behaviour – not vice versa. Head to glow Body care has been forecasted as a trend that will drive and inspire consumer purchase decisions in 2024. Searches for the term “body skincare routine” have surged by 1,025 per cent, according to Pinterest. The interest in at-home self-care by Gen Z and Millennial demographics can be attributed to a multitude of factors, including the rising cost of living, awareness of personal health and ongoing shift from buying products to services. The intersection of beauty and hygiene has fuelled a new category of luxury personal care. Lotion, exfoliants, body wash and deodorant were once fast-moving consumer goods that were primarily bought in the supermarket aisles. Now brands like Lui Body, Bangn Body, Sol De Janeiro, Nécessaire, Frank Body, Bondi Sands and Kit are helping consumers take their body care to the next level. Other search terms that Pinterest highlighted that feed into this trend of personal and body care were “body moisturiser aesthetic” and “spa aesthetic”. Linking products to a digital trend and aesthetic will continue to be a viable marketing strategy for beauty brands going into 2024. Blue beauty Fashion has long had an obsession with blue eyeshadow looks but the runway-ready style has made its way to the mainstream. The pendulum has swung with tastemakers, magazines and brands alike rejecting the minimalist neutral makeup look. Pinterest reported a 65 per cent increase in searches for the term “blue eyeshadow aesthetic,” a 100 per cent increase in searches for “aqua make-up look,” and an 85 per cent increase in searches for “blue quince makeup.” Blue makeup began to trend in 2023 and will continue to shape consumer demand and brand product launches going into 2024. Now, most beauty brands offer blue eyeshadow to customers, including Pat McGrath, Glossier, Mecca, Victoria Beckham, Sephora, Giorgio Armarni and Morphe. The maximalist makeup trend that shaped cultural fashion moments and consumers’ Pinterest boards is now primed to drive sales for brands in 2024. Hot metals After the widely adopted resurgence of stacked gold jewellery, consumers are looking to differentiate themselves or update their personal style with silver and chrome tones. Metallics were a running theme in retail across multiple industries including homewares, beauty and fashion. Searches for the term “silver necklaces layered” were reported by Pinterest to have increased by 50 per cent. But the metal trend is extending from fashion and accessories into the beauty industry with the search term “nail art metallic” up by 295 per cent. The gold rush appears to be over and looking towards 2024 silver will no longer be second best for consumers as they make trend-driven purchase decisions. Bow stacking The ‘coquette’ trend inspired Gen Z and Millenials to DIY their belongings with ribbons, but it didn’t take long for brands to catch on to the potential market. Searches for the hyper-specific but popular trend that saw spikes recently include “bow outfit,” up by 190 per cent, “bow aesthetic,” up by 55 per cent and “bow necklace,” up by 180 per cent. Bows can now be found adorning almost every type of garment, from tops to phone cases, shoes to jewellery, and bags to skirts, hair accessories and socks. Sandy Liang, Lisa Says Gah, Par Moi, Simone Rocha, Bye Bambi, Daisy and Cormino were some of the first brands to bow down to the viral trend. But expect many more to follow suit. Coquette-core was initially consumer-led and now brands are ready to continue driving bow-related sales well into 2024.