The future of beauty

Each day began with a beauty safari, exploring some of the latest, most innovative and experiential beauty, fragrance and skincare venues in east London’s Shoreditch, including Celestine Eleven, the East London Juice Company, Haeckels, Barber & Parlour and BeautyMART.

The presentations started with an overview of the global market presented by Chris Sanderson, co-founder of The Future Laboratory, and Tom Savigar, The Future Laboratory’s chief strategy officer. Throughout the day the LS:N Global team explored changing consumer attitudes towards beauty, shared key learning from standout brands that are blazing the innovation trail, and examined the top beauty trends set to shake up the industry.

In addition, our panel of industry experts shared the influential emerging trends on their collective radar. On Wednesday we heard insights from Alain Schibl, executive chairman of Priv, Miriam Pettinen, senior director of partnerships and mobile strategy at ModiFace, Rebecca Goswell, global creative/art director at HCT Group, and Elizabeth Selvey, beauty buying manager at Selfridges & Co. On Thursday we were joined by Anita Bhagwandas, senior beauty editor of the UK edition of Marie Claire magazine, Professor Christofer Toumazou, co-founder of GeneU, Nicola Kilner, co-CEO of DECIEM, and Mia Collins, divisional merchandise manager for beauty at Harrods.

Guests were also invited to view our Ethnographic Vanity Room, which brought to life the New Consumer section of our Beauty Futures report through a series of five immersive installations. These explored the new vocabulary, visual cues and technologies that beauty brands are deploying to appeal to the next generation of digitally savvy consumers, revealing the beauty psyches of Generation D, the Millennials, Generation X, Generation Jones and the Baby Boomers through displays of custom-designed furniture, future products and original video content.

For more on the Beauty Futures Forum, buy a copy of our Beauty Futures report, now available in our shop.