To mark the 10th anniversary of its Beauty Day, CEW France brought together Leïla Rochet (Founder of Cosmetics Inspiration & Creation) and Rémy Oudghiri (Sociologist and Managing Director of Sociovision, part of the IFOP group). The two experts have identified four societal shifts that will shape the coming years… and their implications for the cosmetics industry.
Some of the data presented here comes from Visions, the international survey conducted annually by Sociovision.
The changing demographics of the world
The first major shift is the falling birth rate. In France, the natural population growth rate turned negative last year. And the trend is unlikely to reverse: 35% of young French people aged 18 to 30 envisage a life without children. In China, the figure is 66%. As a result, the population is ageing at an accelerated rate. Between 2026 and 2050, the proportion of people aged over 60 in the global population will rise from 13% to 22%.
“We are facing a generation of mature women who are breaking free from the standards of the past. This is a real opportunity for innovation,” observes Leïla Rochet.
The hyper-acceleration of technology
The second major shift is artificial intelligence. In just one year, its use in personal life has surged everywhere. From 50% to 60% in France, and from 70% to 84% in China.
56% of French people now consider it normal for a company to use AI to communicate with its customers.
In the beauty sector, Leïla Rochet sees a “superhuman” future emerging. Routines, cosmetic procedures, well-being and longevity are merging into a single quest for optimisation. Above all, the product can no longer exist in isolation. It is integrated into a technological ecosystem.
Society under strain
Violence appears to be the third major shift. 51% of French people believe that strong leadership is needed to improve the situation, even if it means curtailing democracy. “If you are a true democrat, this figure can only frighten you,” comments Rémy Oudghiri. Violence is also creeping into everyday life. 34% of French people say they are prepared to resort to it in self-defence.
In the face of this pervasive brutality, beauty takes on the role of an emotional regulator. “It becomes a kind of sanctuary,” analyses Leïla Rochet. The sector is embracing calm and recovery.
A return to core values
The final turning point is the eclipse of the future. 79% of French people believe that tomorrow will be worse. “Since the future no longer provides answers, we are looking for them in the past,” explains Rémy Oudghiri. 59% of French people would rather return to certain values and traditions than adopt new ones. And it is Generation Z that is driving this movement.
In beauty, this need for guidance is fulfilled through human touch. 54% of Generation Z prefer that AI does not intervene in creative work. “Humans are once again becoming the authority. Craftsmanship is becoming cultural capital and transmission a key value,” says Leïla Rochet.
Cosmetics have become much more than just a product. They are a way of adapting to the modern world. “In the future, brands will be judged less on their products and more on their ability to create meaning, evoke emotion and leave a genuine cultural mark,” concludes the expert.
