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Consumers now want products that speak their language, levels. Within minutes, an automated dark lab just two blocks
reflect their climate, and honor their lifestyle aspirations and away formulates a custom micro-batch skin care formula
traditions. Localization is no longer niche – it is the norm. tailored to your immediate needs. It factors in not just skin type,
but the current hot weather, air quality, and hormonal markers.
Imagine the Consumer Journey: It’s a sultry September A drone drops it off within the hour. You approve a rolling 3-day
day in New York. You notice your moisturizer is running low. subscription - each new delivery fine-tuned by your personal
Your health tracker uploads your latest biometrics: slightly health data. Hyper-local, ultrafresh, and perfectly synced with
dehydrated skin, heightened UV exposure, rising pollution your specific environment.

data, and environmental sensors, homes, stores, and devices
MACRO FORCE 2: will adapt in real time to mood, weather, and physiological
FLIGHT FADE states. But as the world becomes more virtual, a growing
appetite for the tangible, the sensorial, and the emotionally real
The End of Hyper-Mobility and will surface. This “phygital paradox” will drive a new genre of
the Rise of Meaningful Movement beauty and wellness rituals - ones that are simultaneously tech-
enhanced and sensorially immersive.
For years, frequent travel was seen as a marker of success,
freedom, and global citizenship. But the golden age of casual jet- Imagine the Consumer Journey: It’s Tuesday. The week is off to
setting is ending. Driven by rising fuel costs, ecological awareness, a chaotic start. You walk into your apartment and say: “Activate
and geopolitical constraints, the consumer of 2040 is turning forest mode.” Your walls dim to green tones. A pine scent fills the
inward - both geographically and emotionally. Governments air. Gentle forest sounds pulse through your speakers. As you
are likely to implement heavier regulations on emissions, and lie down, your smart massage bed begins a rhythmic wave. The
already, and according to Deloitte’s 2024 Summer Travel Survey, system reads your stress biomarkers and shifts the sound to a
Gen Z and Millennials are up to 1.5 times more likely than older deeper frequency. You apply a face serum that changes texture
generations to choose travel options based on sustainability. and temperature based on your skin’s current hydration. This
The new era of travel is not about escape but immersion. isn’t just escapism - it’s full-body recalibration. Welcome to the
“Slow travel” will be about savoring, connecting, and finding new beauty: immersive, ambient, intelligent.
beauty in proximity. Beauty routines will follow suit - prioritizing
functionality, compactness, and climate-responsive formulations
that can travel with the consumer, not weigh them down. MACRO FORCE 4:
RISE OF MEDIAN AGE
Imagine the Consumer Journey: It’s summer, and you’re
boarding a slow train from Berlin to Florence. Your entire beauty Aging Reimagined as Evolution, Not Decline
kit fits in one hand: a tinted balm for lips and cheeks, a dual-
ended brow and mascara wand, a cleanser stick that doubles Longevity is reshaping the human lifecycle. With access to
as a soothing mask, and a solid perfume infused with calming preventive health, hormone regulation, and regenerative
botanicals. At a rest stop in the Alps, you refresh your face with treatments, people are living longer - and healthier - lives.
the balm. In Florence, the same stick adds color before dinner. By 2040, the median age in many countries will surpass 45.
Less weight, less waste, and more meaning. You don’t just carry
beauty - you travel with it.

MACRO FORCE 3:
PHYGITAL LIVING

Blending Sensory Worlds for Seamless Wellness

The integration of physical and digital realms will reach
unprecedented levels by 2040. Consumers will no longer toggle
between online and offline - they will move seamlessly through
layered, interactive environments. Powered by AI, biometric

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