Signals

London – Leading beauty and wellness experts gathered at a recent Aisle 8 panel at Nexus, a new members club opening in January 2025 in South Kensington, to discuss the evolving landscape of aesthetic medicine and its shift towards a more holistic, health-centric approach.

The event featured Dr Alexis Granite, dual-board certified dermatologist and founder of Joonbyrd; Dr Elizabeth Hawkes, oculoplastic surgeon and ophthalmologist, and Dr Thivi Maruthappu, the UK’s first dual-certified dermatologist and nutritionist. The panel highlighted the field’s transition from dramatic, one-size-fits-all solutions, such as the ‘Kylie package’ or extensive liquid facelifts (known to include 10–20 syringes of filler), to subtler treatments that prioritise natural vibrancy and sustainable ageing.

Alexis Granite stressed the importance of holistic beauty, encompassing stress reduction and lifestyle balance – an approach we call Synchronised Care, which is highlighted by 50% of consumers defining beauty as looking ‘healthy’ (source: Euromonitor). She emphasised that beauty should reflect a life well-lived and mentioned a shift toward body care. Her own line, Joonbyrd, seeks to expand skincare beyond the face and bring sensorial elements, such as fragrance and texture, into clinical-grade skincare.

Elizabeth Hawkes highlighted how eye aesthetics are shifting from fat removal to fat repositioning for a more natural look – a technique she believes could become the ‘golden filler’ of the future due to its emphasis on tissue preservation. Meanwhile, Thivi Maruthappu shared insights on the link between nutrition, gut health and skin conditions, particularly with regard to sensitive skin. She advocates for a food-first approach to beauty, emphasising personalised nutrition as a core element of skincare and noting that ‘you can’t out-supplement a bad diet’.

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, senior foresight analyst Alice Crossley unpacks the first Christmas campaigns of the season.

: The Christmas ads are coming thick and fast. Waitrose and Saatchi & Saatchi have made the headlines for their two-part, star-studded whodunnit TVC, led by Matthew Macfadyen. Part one of the ad left viewers on a cliffhanger with the brand’s website and socials providing details about each character and their motives; part two is out soon. 

This tv-style content, featuring plot and characters, cuts through the noise and encourages audiences to return to the brand’s channels. For more on brands borrowing from entertainment, head to our Paradigms 2024: Future of Branding event coverage.

: FatFace’s Christmas ad has also been a surprise hit. The festive spot tells the story of a woolly jumper gifted to a mother but worn by the whole family. The ad strategy focused on celebrating the style and influence of an over-looked audience: Gen X women. 

: The frontrunner for the best Christmas campaign visuals, however, is Burberry. The Wrapped in Burberry: Friends & Family campaign features artist Slawn, his partner Tallula Christie and their children, Rivals stars Alex Hassell and David Tennant, and Boomer couple and long-term Burberry clients Herschel and Lilly Stoller. More Flat Age Christmas content, please!