Beauty Futures Network Evening 2016: Joanna Tulej

14.06.2016 Halt : The E-motional Economy : Joanna Tulej

London – Beauty brands should tap into more complex emotions as the industry converges with mental wellness.

  • LS:N Global caught up with The Future Laboratory’s art director Joanna Tulej, who spoke at our recent Beauty Futures Network Evening 2016
  • Tulej led a project to create a fictional personal care brand called Halt, which centred around feelings of melancholy

Beauty brands have traditionally played on positive emotions, but as consumers become more emotionally aware, a more nuanced approach to the human condition is needed.

‘Those moments in front of the mirror when we are brushing our teeth are often moments for reflection,’ says Tulej.

Speaking to Aleksandra Szymanska, visual trends analyst at LS:N Global, Tulej explains how beauty is becoming more internalised, and how it is more important than ever for brands to consider mental as well as physical hygiene.

The Big Picture

It may seem counterintuitive to create a brand that celebrates sadness, but empathetic and emotionally complex experiences are engaging consumers who are increasingly attuned to their own emotional diversity. To find out more, read our macrotrend The E-motional Economy.

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