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The Trend: Longevity Lifestyles

AI imagery by The Future Laboratory, UK

In June, we released our annual macrotrend report on beauty, health and wellness, delving into the evolving notion of longevity – embracing the idea of extended and healthier lifespans.

Although immortality has often fuelled fantasy, the prospect of living longer, if not indefinitely, is now inching closer to reality thanks to advancing technologies and breakthroughs in science. But the most ground-breaking developments in longevity are not solely fixated on manipulating age. Rather, the primary emphasis is on enhancing the quality of life through practices related to beauty, health and wellness.

In our report, we spotlight reliable, accessible and nurturing longevity products and services emerging across various categories encompassing skincare, hospitality, healthcare, nutrition, cosmetics and fragrance. These offerings range from cell-regeneration supplements and anti-age-odouring fragrances to Six Senses’ longevity room service.

But advances in this domain are just beginning. Through sustained research and investment, innovations will develop, leading to subsequent transformations in demographics. Sign up to our Generations: Now and Next 2024–2025 webinar to learn more.

The Big Idea: Climate-adapted Beauty

Lands of Biome by Imprudence, France

At Dutch Design Week 2023, French foresight and speculative design studio Imprudence unveiled a futuristic beauty line addressing Anthropocene climate threats. The line includes:

: Second Chance – A sprayable second skin adapting to external conditions for optimal protection during extreme events

: Caring Utopia – A spray dispersing microbial volatiles as anti-microbials, combatting antibiotic-resistant strains

: Lands of Biome – A diffuser or spray with extreme biome extract, fortifying immunity by enhancing the microbiome during pandemics

: Future Particles – A regenerative mascara releasing beneficial fungal spores with each blink, aiding honey bee workers and biodiversity

: Witchelium – A device cultivating personalised Reishi mushroom from human waste for holistic probiotics

The beauty line encourages industry players to explore breakthrough technologies, prompting consumers to reconsider beauty product composition beyond incremental sustainability.

The Campaign: Industrial 2.0 by Isamaya Beauty

Industrial 2.0 Campaign by Isamaya Beauty, UK

In 2023, Isamaya Beauty launched one of the most daring beauty campaigns to date, featuring a BDSM-inspired film starring Julia Fox.

A year after the brand’s inception, make-up artist Isamaya Ffrench enlisted actress Julia Fox and model Richie Shazam for a campaign that drew visual and cultural inspiration from BDSM subculture. The film showcases Fox suspended in a vacuum-pack seal while figures in latex suits approach, equipped with steel tools and an eyeshadow palette, applying make-up to her face.

Speaking to Dazed Beauty, Ffrench emphasised that the collection celebrates and empowers non-conformity, exploring individuality. Fox’s past experience as a dominatrix in the BDSM world, coupled with her affinity with the brand, made her an ideal fit for this distinctive campaign.

For more on how beauty brands are pushing the boundaries, read our Five Beauty and Wellness Brands Exploring Extremes report.

The Viewpoint: Augmenting Beauty with Generation Z

AI imagery by The Future Laboratory, UK

As cosmetic treatments gain popularity and beauty undergoes a TikTok-inspired transformation, we investigate Generation Z’s perspectives on augmented cosmetics.

Gen Z are reshaping attitudes to both non-surgical ‘tweakments’ and surgical procedures, emphasising a preference for minimally invasive and preventative treatments.

According to the American Academy of Facial Plastic and Reconstructive Surgery’s 2022 members’ survey, Gen Z are undergoing cosmetic procedures at unprecedented rates. Nearly 75% of facial plastic surgeons reported increased demand from patients under 30 for cosmetic surgery or injectables in 2022.

Across all age groups, the top three minimally invasive treatments include neurotoxins, fillers and topicals like chemical peels. Facelifts, blepharoplasties,and rhinoplasties are top of the list of surgical procedures, with rhinoplasty the most requested among patients under 34.

Simultaneously, a counter-movement promoting body positivity and self-acceptance has emerged, encouraging individuals to embrace their unique features, as noted by Ida Banek, co-founder and CEO of Ouronyx, a medical beauty space specialising in non-surgical facial treatments.

The Space: Tech-powered CarePods by Forward Health

CarePod by ForwardHealth, US

Forward Health is paving the way for the future of technology-driven medical care with the introduction of CarePods – self-contained, doctorless medical stations.

Positioned in malls and office buildings, these stand-alone stations provide a range of clinical services, including blood tests and Covid-19 testing. The CarePods conduct full body scans, thyroid testing, blood pressure checks and more without the direct involvement of a doctor or nurse. Diagnostic tasks are handled by customised AI, swiftly followed by prescription generation by healthcare professionals.

With an initial release of 25 CarePods, Forward Health aims for an ambitious scale-up, planning to deploy 3,200 CarePods within a year, although the exact timeline is yet to be specified. This innovative approach consolidates Forward Health’s expertise, creating a scalable and comprehensive medical solution. CarePods usher in a new era where healthcare meets convenience, showcasing how advanced technology can expedite solutions in developing Longevity Lifestyles.

Download the Future Forecast 2024 report

Now that you know what shaped 2023, discover what’s on the horizon. Download our Future Forecast 2024 report comprising 50 new trends across 10 key consumer sectors, insights from our analysts and interviews with global innovators.

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