LSN : News : The Campaign: Colgate champions smile diversity with The Beauty of Gaps campaign

The Trend: Skintellectual Bodycare

Photography by Angela Roma

Despite being the largest organ in the body, skin is often treated superficially, yet research suggests that twice-daily moisturising of the skin can reduce inflammation and help mitigate age-related issues such as Alzheimer’s, heart disease and diabetes (source: University of California San Francisco).

As consumers become increasingly aware of the debate about skin health and skincare, they are seeking out products, treatments and expert advice grounded in science and efficiency. 

This ‘healthification’ of the beauty industry was first centred on facial skincare, assisted by the rise of expert influencers democratising dermatological advice on social media.

Now, bodycare is undergoing the same treatment, as ‘skintellectuals’ begin to demand the same grade products and treatments for their body as their face. 

From active ingredients to at-home rituals and even non-invasive tweakments, our Skintellectual Bodycare report explores the bodycare market’s big upgrade, driven by consumer demand for science-backed, active and ingredient-led products and treatments that contribute to their overall health and wellbeing.

The Big Idea: India’s Beauty Playground

In 2021, LS:N Global forecast the Indian Beauty Market’s expansion, bolstered by ingredient innovation, evolving beauty ideals and experience-driven retail.

The market is set to develop even more, thanks to emerging categories. The country’s beauty and personal care sector is projected to grow from £24bn ($31.5bn, €28.5bn) in 2024 to £27bn ($35.5bn, €32.1bn) in 2028 at an average annual rate of 3% during 2024–2028 (source: Statista).

India’s young consumers – under-25s comprise half of the population – represent a potential demographic dividend.

Some, particularly in urban areas, are experiencing increased affluence and disposable income, leading to demand for new and high-quality products. They are digitally savvy and discerning, seeking science-backed items while navigating hundreds of global brands that have entered the market via bricks-and-mortar outlets or e-stores.

Our India’s Beauty Playground report explores the strategies global and local brands are adopting to win over India’s 900m potential users of beauty, health and personal and household care products (source: Statista).

Athiya Shetty for Laneige, India

The Campaign: Colgate champions smile diversity with The Beauty of Gaps campaign

The Beauty of Gaps by Colgate, US

Colgate is challenging beauty standards and celebrating smile diversity with its latest campaign, My Smile is My Superpower. In a departure from traditional advertising, the brand champions imperfections and encourages individuals to embrace their unique smiles.

The initiative comes in response to a survey revealing that 65% of Gen Z consumers reported that pressure to have a perfect smile negatively affects their confidence, and 85% would like to change their smiles. Colgate aims to change this narrative by promoting self-acceptance and celebrating differences.

The campaign's highlight is the music video The Beauty of Gaps directed by Alfred Marroquin. The video features a diverse cast of individuals confidently showcasing their smiles, including award-winning actress Uzo Aduba, who proudly sports a gap in her smile.

Diana Haussling, senior vice-president and general manager of consumer experience and growth at Colgate, emphasised the campaign’s importance in combatting beauty ideals and boosting confidence, saying: ‘We know that there is power in every smile, and I am proud that with this initiative, we are providing resources to help kids smile with confidence wherever they go.’

For more insights on this New-wave Inclusivity, head to our Future Five: Identities microtrend report.

The Viewpoint: Embracing True-Age Beauty in China

SK-II Skinpower Advanced Airy Cream, China

In June 2024, Sue Kyung Lee, global CEO of beauty brand SK-II, told LS:N Global why its recent ad campaign in China sparked passionate discussions about how women are expected to look as they grow older.

The More Youthful With Age #越大越不Zhuang campaign is based on the Little Red Book social media trend Liberate Your Beauty, with its focus on bare-faced, no make-up beauty standards. ‘The dual meaning of embracing both bare skin and true self as you age has resonated deeply with our audience, many of whom have been prompted to come forward and share their own courageous choices,’ explains Lee.

The films cover a range of stories, from pursuing passions after a divorce, restarting life at 60 years old and defying marriage age expectations to giving up a high-paying job to start a dream business.

In just two weeks, the campaign went viral on Chinese internet platforms with over 14m views on Little Red Book, more than 400m views on Douyin, and over 400,000 engagements and inclusion on national news outlets such as CCTV, Xinhua and People’s Daily.

Read the full interview here.

The Space: Liberty's Fragrance Lounge

The Fragrance Lounge by Liberty, UK

On 15 March 2024, luxury department store Liberty opened The Fragrance Lounge, its new innovative space redefining how scents are discovered and appreciated.

At the heart of The Fragrance Lounge, guests will find an edit of fragrances challenging retail norms by being organised by olfactory families rather than brands and a concierge team. The Fragrance Concierge team are available to introduce each guest to various scent families and offer a bespoke experience of sensory exploration. Scents and ingredients are displayed in terracotta vessels and sculpted glass vials, allowing customers to experience the fragrance dry down, visualise each ingredient and understand the essence of each note.

As a testament to the evolving landscape of luxury fragrance retail, visitors can also pre-book appointments for tailored consultations, private suites and curated experiences, ensuring a memorable and educational journey into the world of perfumery.

Liberty’s The Fragrance Lounge aligns with our macrotrend report, Guilded Luxury, in which we identified how luxury brands are creating bespoke experiences that nurture a deeper sense of involvement and belonging to prove their point of difference.

Download the Future Forecast 2025 report

Now that you know what shaped 2024, discover what’s on the horizon. Download our Future Forecast 2025 report comprising 50 new trends across 10 key consumer sectors, insights from our analysts and interviews with global innovators.

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