Beauty Trend 2024 the new direction of cosmetics

Beauty Trend 2024 the new direction of cosmetics 

How fast does the virtual world go? The web is moving, changing direction, going forward, going backward, an amount of dynamic stimuli and impulses that change or intensify a stance every day. 

It is difficult to keep up, to understand what the momentary trends are, and to be able to develop a strategy that can cover a long term style. The stumbling block to be stemmed is this, that is, being able to carp about web trends and implement a strategy on top of them that can endure over time and adapt to different temporal and therefore stylistic contexts.

In this article we explore the world of beauty trends for 2024, starting with a case history of our own that involved a rebranding project for the cosmetic brand Dorabruschi. 

Dorabruschi: Tuscan-style cosmetics 

Dorabruschi Firenze is a Florentine cosmetics company that has its roots in the early 1900s, more precisely 1934. For this brand, we were commissioned to follow the positioning strategy, the rebranding process, setting of genetics and declination on the primary and secondary packaging of the entire product range - also subject to restyling.

The case study in detail 

The entire project had as its starting point the creation of the new logo starting from the restyling of the company's first brand, identifying the company's values and positioning them within the first elements of genetics. 

The brand tells of a transparent relationship between the company and its customers, one of trust and a story that stems from a great passion of its founder: Dora Bruschi.

To take action, we had to proceed beforehand with an analysis of the target market and new strategies and trends in the industry. 

What, why and how of the cosmetics world

To begin this analysis, we set out to start with 3 basic questions: the what, the why, and the how of how brand competitors move in the market. We focused primarily on the why and the how, so as to understand what motivates cosmetic brands to communicate their brands and how they do so. 

Focusing on the why allowed us to examine the purpose of all brand competitors and clearly delineate the why of the Dorabruschi brand: to tell through the payoff - Skin Culture since 1934 - all the experience, know-how, and the relationship of trust that the brand weaves every day with the end consumer.

Our analysis then moved on to the study of the market, that is, understanding how users move online in the study of cosmetic products and how they search on the web. With this in mind, we identified a list of the 10 most frequently asked questions inherent in the world of cosmetics and skincare:

- Is skincare every night really good for your skin?

- What is your skincare for perfect skin?

- What is one skincare mistake we are all born making?

- Do you know how to structure a skincare routine?

- What does the perfect skincare routine look like for the 20-30 age group?

- What is your beauty routine?

- What are the steps for a good skincare routine?

- Is skincare for a man gay?

- What are your daily skincare routine?

- What do you think of the Korean skincare routine?        

Studying these questions prompted us to outline all Dorabruschi products and define their tree based on the market needs and demands of the average consumer.