Crowd Tracks: Beauty

From ‘skintellectuals’ to K-pop collaborations, our new instalment of Crowd Tracks exposes the changing face of beauty over the past four months...

Download the full copy of Crowd Tracks: Beauty here.

We’re back with round two of Crowd Tracks – a social data dispatch highlighting emerging trends using our Culture At Scale method. This time, the spotlight is on beauty, as we look back at the viral stories and online conversations sprucing up the category.

The last few months have been turbulent (to say the least) and we completed most of this edition before the full extent of the Covid-19 crisis became clear. While the observations still have relevance both now and post-pandemic, we’ve also made some adjustments to reflect the new beauty behaviours that we’re starting to see.

The full report features:

– Viral stories from around the world – from female politicians breaking beauty taboos, to the growing appetite for halal and vegan cosmetics in South East Asia

– A brand leaderboard highlighting the companies that are making the biggest waves in beauty through nostalgic throwbacks and K-pop collaborations

– A spotlight on how UZ deployed a cloak-and-dagger campaign at New York Fashion Week to ignite a cult following

– Deep-dives into active beauty, the industry-wide paradigm shift putting power in the hands of consumers and creating a new generation of DIY dermatologists

– Our view on how Covid-19 is set to accelerate the virtual beauty space as people stay home and get creative with AR filters and lenses

Download the full copy of Crowd Tracks: Beauty here.

Exploring the virtual beauty spectrum from 'creative face' to 'perfect face'
Exploring the virtual beauty spectrum from 'creative face' to 'perfect face'

Culture At Scale at Crowd DNA

At Crowd DNA, we’re constantly tracking conversations online across a range of categories. We deploy social media and other unstructured data sources in a number of ways; either as a stand-alone method (including producing one-off and periodical reports for our clients) or integrated alongside semiotic, ethnographic and quantitative approaches. If you’d like to find out more about how we can use Culture At Scale to meet your business challenges, get in touch.