Founded by the sibling duo, Nikita and Akash Mehta, the brand is rooted in introducing authentic Indian hair care rituals and practices. One of such newly launched brands is Fable & Mane which focuses on centuries-old ayurvedic rituals for a healthy scalp or hair. This trend has also led to the birth of many brands on a global scale. The nostalgia centric goods can innate optimism and produce meaningful content for maximising social media visibility through different mediums. The chemistry of ancient rituals along with nostalgic narrative has given birth to a new age oomph beauty segment. They are incorporating them in the form of impactful storytelling, a visually appealing packaging design with a familiar motif, icon or colour palette, by offering special services like customization and personalization or establishing an emotional hook by producing creative marketing strategies for brand promotions on varied online/ offline platforms. ![]() The brands are identifying those special moments from the pasts which millennials crave. With the ongoing hectic lives, reliving a “blast from the past” positive memory that makes us smile is most likely to move our emotions.įollowing this trend, beauty brands are taking leverage by reigniting their products and campaign strategies. Tapping into the nostalgic fond memories of millennials to stir a sensorial experience that teleports into a different time and space is the new tool found by the brands called Nostalgia Marketing. Thus, the question arises – How is this sense of nostalgia impacting beauty and wellness habits in the current scenario? The Impact of Nostalgia Marketing Whether it’s about engaging brand narrative or adding a charming aspect to cosmetics via nostalgic packaging, many brands have been focusing on native practices as part of a holistic approach to wellness to establish trust with a consumer base. This evolving landscape has given a boost to newer brands whose DNA respects the old age rituals and practices which are rooted in nature – the constant adapting and healing source. They want to relive and see through their personality via their product choices. The new-age consumer seeks transparency and is willing to make an effort for meaningful buying decisions. ![]() For decades, the beauty industry has been focusing on the look, rather than the “feel-good factor”. They want to embark on a journey to explore new products and brands which reflect nostalgia, hence, leading to an urge to reconnect with their roots which helps ease anxieties. These brands are evolving and focusing more on self-care routines to provide a sense of normalcy.Ĭonsumers want to turn back the clock and teleport into older and simpler times. To meet these expectations, beauty brands are trying to penetrate consumers’ minds and respond to their needs by introducing a product that fulfils the same. Shoppers are seeking products made out of natural vegan and safer ingredients that mainly emphasize efficiency and functionality with a deeper meaning attached to them. Rather than investing in a magical foundation for flawless skin, the consumers are now more inclined towards a product that makes them feel better. A Sense of Normalcyīeing locked within four walls at homes, the pandemic has given us the time to be more mindful and pay attention to ourselves and our body as a whole which we may have overlooked in the past. Holistic care, mindful products, ethical production cycles and good value products are the key aspects for brands to flourish post-pandemic. ![]() The “new normal” has transformed the beauty industry, particularly the production and consumption patterns. As anxieties around COVID-19 have segued into a deeper and more consistent malaise, a longing for simpler times has caused people to reshape everyday behaviour’s around comforting goods and long-established beauty rituals.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |