London – LS:N Global members gathered yesterday (4 June) at The Future Laboratory for our Beauty Futures 2015 Network Evening.
As well as exploring our Ethnographic Vanity Room, guests were taken on a whirlwind tour of the trends shaping the future of global beauty. Members were introduced to some of the early adopters driving the industry forwards in a series of roundtable discussions.
LS:N Global welcomed Asakala Geraghty, creative director at Illuminum, who spoke about the need to embrace fragrance as an art form. Geraghty explained the concept behind Illuminum’s Dover Street store, a mesmeric, primordial space that uses the colour of scent to enliven the experience.
Sarah Fletcher, casting director at Feels, spoke about authentic advocacy in beauty marketing. Feels, a talent discovery platform in partnership with Storm Model Management, understands the increasingly important role social media is playing when it comes to helping brands find their next ambassadors.
LS:N Global also welcomed Louise Bloor, founder of the Fragrant Supper Club, an innovative dining experience pairing food and fragrance. Bloor explained the untapped potential of scent cues and spoke about the need for brands to consider the interaction of all the senses when creating products and experiences.
Following Bloor, LS:N Global’s beauty specialist Victoria Buchanan spoke about the rise of inclusive beauty and the rapidly growing market share of so-called ‘minority’ consumers.
LS:N Global also welcomed Get The Gloss editor-in-chief Susannah Taylor, who, as former beauty editor of Vogue and Glamour, knows more than most about the changing role of media in the industry. Taylor spoke about the rising influence of the blogosphere in beauty and her own platform, which marries the honesty and enthusiasm of independent commentators with her formidable industry expertise.
Finally, guests were treated to the inspiring message of Mauli co-founder Anita Kaushal, whose range of natural beauty products are infused with the healing power of India’s ancient wisdom. Kaushal spoke about beauty as a holistic experience that should nourish both the body and mind.
The Big Picture: For more on beauty’s global rethink, purchase a copy of our Beauty Futures 2015 report.