Page 147 - EM - EXPORT MAGAZINE PERFUMERY EDITION

But chronological age will matter less than ever before. Instead,
consumers will prioritize “health-span” - how long they can feel,
function, and look their best. As age brackets blur, so will beauty
categories. “Anti-aging” will give way to “age-flexible” care that >> Looking Ahead:
supports hormonal shifts, neurodiversity, skin resilience, and
cellular repair across life stages. Imagine the Consumer Journey: Beauty as Adaptation,
You’ve just turned 58. You open your “Lifelong Beauty Assistant” Resilience, and Possibility
app, which you’ve used for over a decade. It analyzes your
biometrics: slightly lower collagen, mild oxidative stress, and a
touch of inflammation after a late night. Your system recommends The next 15 years will not bring radical
a biome-restoring serum, a barrier cream, and a peptide mist - all sci-fistyle transformations - but gradual,
tailored to your current hormonal phase. That afternoon, you join a
crossgenerational beauty circle at a local wellness studio. Everyone cumulative evolutions. The smartest
- from 20 to over 90 - is sharing care rituals and life advice. It’s not brands will be those that stay rooted in
about “anti-aging” anymore - it’s about continuity and community. reality, while preparing for the future with
empathy, agility, and foresight. Beauty

MACRO FORCE 5: in 2040 won’t be dictated by aesthetics
CLIMATE SHOCK alone - it will be a responsive system that

Adapting to a Volatile Planet integrates science, self-expression, and
survival. It will help people feel more at

By 2040, the climate crisis will no longer be a looming threat home in their bodies, more in sync with
- it will be an everyday reality. With more than 1.5°C of global their environments, and more resilient
warming likely locked in, consumers will face regular disruptions: in uncertain times. The future isn’t just
extreme heat, air pollution, droughts, and resource shortages.
These conditions will shape daily routines, including beauty and arriving - it’s already being prototyped.
self-care. Beauty brands will be expected to provide real-time The question is not if it will come, but
solutions to real-world problems - formulas that protect against how we will design it!
environmental stressors, supply chains that rely on local bio-
resilience, and packaging systems that leave no trace.

Imagine the Consumer Journey: It’s early April in Seoul, and the first
heatwave of the year is on the horizon. Your skin care assistant alerts Neuroscience will merge with formulation. Products will not
you and switches your day cream to a mattifying, cooling formula only treat the skin but also modulate mood, nervous system
enriched with microalgae. At night, after a storm, your moisturizer responses, and hormonal cycles. Beauty rituals will evolve
automatically updates to a richer barrier balm. Each product arrives into mental resets. Through scent, texture, sound, and neuro-
in refillable pods made from seaweed-based plastic. Your beauty responsive technologies, they will provide grounding in a
system isn’t just aesthetic - it’s defensive. Designed not just for your chaotic world. More than vanity, beauty will become a daily act
skin type, but for the weather extremes you live through. of resilience.

Imagine the Consumer Journey: It’s Friday. You feel off
MACRO FORCE 6: - foggy, anxious. You sit at your vanity, touch the neuro-
EMOTIONAL RESILIENCE sensor pad, and allow it to read your brainwaves. Your
mirror responds: lower beta activity, mild emotional fatigue.
Beauty as Mental Hygiene A playlist begins, tuned to elevate dopamine. You apply a
scent-adaptive moisturizer that shifts from grounding vetiver
Consumers of 2040 will be deeply shaped by decades of to uplifting citrus based on your emotional readout. Ten
instability - economic swings, climate trauma, digital overload. minutes later, you feel clearer. In 2040, beauty isn’t about
As stress becomes normalized, emotional well-being will changing your face - it’s about tuning into your inner state,
become a foundational pillar of beauty. and gently, beautifully, changing that.

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