In the beauty industry, major brands are constantly on the lookout for signals, both strong and weak, to anticipate consumer expectations and keep pace with ever-changing markets. To decipher these emerging trends, they rely on the expertise of foresight agencies, veritable cultural watchdogs. But in concrete terms, how do these specialized agencies work? To find out more, CosmeticOBS spoke to Marie-Alix Robert, Beauty Industry & Customer Success Lead at Dynvibe, to better understand the inner workings of their methodology and gain an insight into upcoming trends.
CosmeticOBS: How does Dynvibe identify emerging trends, and which signals are most indicative of a fundamental shift in the beauty industry?
Marie-Alix Robert: Dynvibe relies on three complementary pillars to capture the evolution of consumer expectations and behaviors: social data (what Internet users spontaneously share), search data (what Internet users spontaneously search for) and influence data (what early adopters and experts say).
What really sets Dynvibe’s approach apart is its ability to integrate and cross-reference data from these three main sources.
When a signal emerges simultaneously in social conversations, online searches and influencer content, its probability of becoming a major trend increases considerably. This triangulation of data makes it possible not only to confirm the importance of a signal, but also to assess its maturity and likely trajectory.
More specifically, what are the signals that make us “click”?
New-in or the emergence of new terms: the sometimes subtle changes in the lexicon used by Internet users are often the first signs of changes in behavior. The gradual shift from “anti-ageing” to “ageing well”, for example, reveals a change in the way we look at ourselves, more oriented towards acceptance. Another illustration is the rise of the term …
