In its new report, Kantar identifies several major trends that will redefine how brands, including cosmetics brands, will need to build their strategies.
AI agents transforming the act of purchasing
The year 2026 will see the rise of artificial intelligence agents capable of acting autonomously to help consumers make decisions. Kantar notes that “24% of AI users already use a voice assistant, chatbot, or shopping assistant.”
Creative optimization becomes creative intelligence
The use of AI in advertising creation is becoming widespread. According to Kantar, “75% of marketers now say they are enthusiastic about using assisted content generation.”
Campaigns can be adjusted in real time. But Kantar explains that “the human touch will remain essential for building authentic narratives.”
Small pleasures as a driver of consumption
Faced with an uncertain economic climate, consumers are seeking more small pleasures.
According to Kantar, “36% of consumers are willing to go into short-term debt for things they enjoy.”
This phenomenon, fueled by social media and the culture of instant gratification, is expected to continue in 2026.
Innovation as a growth accelerator
Brands that dare to shake up their category are the ones that create the most value.
By 2026, experimentation will have to become the norm. Brands will need to encourage risk-taking within their teams.
Inclusion: a strategic lever, not just a box …
