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How the beauty industry will evolve in 2024?

The 10 trends changing the landscape of beauty – from AI-driven innovations to Gen-Alpha influencers, epigenetics, regenerative aesthetics and more

Change is the only constant in beauty – and in 2024 technology will accelerate the way we choose and use beauty more than ever.


  • 1) Artificial intelligence will further redefine beauty

Making things more efficient and effective, (AI) will continue to revolutionise the beauty industry. Specifically, the growing presence of AI will result in “shifts towards improved personalisation of experiences and interactions, even in a virtual domain,”

  • 2) Viral hair, make-up and nail trends will keep inspiring

If you thought last years were exasperated by TikTok, prepare for 2024 to bring us many more viral micro-trends.

To reveal the ingredients, products and techniques that will be big in 2024, ‘Ectoin’ is the buzzy skincare ingredient to know, while ‘skin streaming’ (streamlining your routine) is still going strong. The ‘Scandi hairline’ highlighting technique and ‘butterfly bob’ cut will dominate hairstyles, while ‘Cherry cola lips’, ‘espresso make-up’ and ‘chocolate-milk nails’ prove that food-inspired trend names will remain relevant.

We can expect fragrance content to snowball, too: according to Instagram’s 2024 Trend Talk (a data-driven look at Gen-Z trends that will drive global culture in 2024), #perfumetok remains on the rise, with “over a quarter of Gen-Z planning to express themselves by discovering a signature scent in 2024”.


  • 3) The Gen-Alpha consumer will garner influence

From generation Z to A… Alpha is set to have a huge impact on brands and the economy in upcoming years

“Being born between 2010 and 2025 makes the oldest of Gen-Alpha teenagers, and although they do not have purchasing power yet – brands and products are increasingly being tailored for this young generation of future customers,” Preteen influencers like the Kardashian offspring, namely Penelope Disick and North West, are also setting the next trends, sharing their routines on TikTok, where videos tagged ‘#generationalpha’ have generated nearly 50 million views.

  • 4) Body care will boom for two big reasons

Our ‘skinvestments’ no longer stop at our neck: so it stands to reason that building awareness of caring for skin beyond the face is vitally important”.

  • 5) Emotional beauty will become better understood

As above, the joy of beauty cannot be underestimated now – and is proven by the ‘mind-body axis’, explains Dr Shotter. She relates this to a 2024-forecasted trend coined ‘neuro-glow’, conducted by the market research company Mintel. “The relationship between how we look and how we feel is becoming better understood, and that also goes in reverse… how we feel impacts how we look.


  • 6) Potent plants will update the ‘clean’ beauty conversation

In terms of new product formulations in 2024, “a growing interest in herbalism and botany will supercharge brand and shopper conversations about powerhouse plant ingredients as an update on the ‘clean beauty’ trend,”

Both humble garden weeds and exotic indigenous herbs will invigorate everything from skin serums and hair masks to lip oils and luxury nail polishes

  • 7) Expect constant progress in sustainability

In 2024 “consumers will have an even stronger focus on products that are reusable and recyclableIndeed, in a recent report, 69 per cent of people stated that sustainability is more important to them now than it was two years ago. As one of the biggest contributors to waste, the beauty industry will need to continue to innovate when it comes to the life-cycle of products. We can expect constant progress.

The booming beauty tech market – forecast to increase continuously over the next five years, reaching a value of around $8.93 billion by 2026 – is experiencing a rising call for sustainable solutions.

  • 8) Protective personal care will become a priority

Another factor related to the planet: Think sophisticated sun protection and products to help the body and mind adapt to harsh environments.”

Here, UV protection is a particularly exciting category for innovation, “as sun care technology makes it much easier and more pleasant to use every day,” While pollution – a big concern for many of us – “will inspire protective products for extreme outdoor environments,”


  • 9) Regenerative aesthetics will ‘biohack’ our skin

Next year, the booming non-invasive procedures will evolve as much as grow. “We’ve witnessed a shift away from anti-ageing to pro-ageing,” “and central to this is the concept of regeneration”.

The focus is shifting from overly filling faces to the use of technologies that can naturally rejuvenate the skin. “

Options allowing the regeneration of tissue are increasingly available to experts. “We are now able to ‘biohack’ our skin,”

  • 10) The science of epigenetics will supercharge skincare

Talking of biohacking,  the science of epigenetics is supercharging skincare. Where skin is concerned, epigenetics refers to the ageing caused by external factors, specifically environmental and lifestyle sources of DNA damage.   Longevity is one of the fastest-growing movements in the beauty and wellness industries, with multi-generational consumer interest in biohacking and age-reversal practices at an all-time high




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A Guide to Crafting a Winning Lead Generation Strategy


A lead generation strategy is all about identifying and captivating potential customers or ‘leads’ who express interest in what you have to offer. A successful lead generation strategy will fuel your sales pipeline and propel sustainable growth for your business……..

Understanding the Essence of Lead Generation: Lead generation is the art of capturing the interest of potential customers and transforming them into leads. These leads can eventually be converted into paying customers. 

Crafting an Effective Lead Generation Plan: Consider factors like defining your target audience, setting clear goals, and pinpointing the most effective channels and tactics to reach your audience. 

Exploring Effective Lead Generation Strategies: Inbound Marketing Strategies:  

  • Content Marketing and Blogging: Engage your audience by creating valuable and informative content. 
  • Search Engine Optimisation: Optimise your website to rank higher in search engine results, increasing visibility and attracting organic traffic. 
  • Social Media Marketing: Leverage platforms like Facebook and LinkedIn to connect with your audience, share valuable content, and generate leads. 

Outbound Marketing Strategies:  

  • Email Marketing Campaigns: Nurture leads through personalised and targeted emails, providing valuable content to encourage desired actions. 
  • Cold Calling and Direct Outreach: Proactively reach out to potential leads via phone calls or emails, initiating conversations. 
  • Networking and Referrals: Utilise your professional network and customer base to generate new leads by attending events, participating in online communities, and incentivizing referrals. 


Creative Lead Generation Ideas: In a saturated market, it’s crucial to break free from the norm and explore inventive lead-generation strategies. 

  • Webinars and Virtual Events: Showcase your expertise interactively and engage potential leads with valuable insights. 
  • Interactive Quizzes and Polls: Engage your audience while gaining insights into their preferences and needs. 
  • Customer Engagement and Contests: Add an element of fun to lead generation by creating interactive games or running contests. 


Targeted Advertising and Paid Strategies: While organic methods are effective, invest in targeted advertising for a wider reach. 

  • Pay-per-click (PPC) Advertising: Display targeted ads on search engines or social media platforms, paying only for clicks. 
  • Social Media Advertising: Target specific demographics, interests, and behaviours on platforms like Facebook, Instagram, or LinkedIn. 
  • Display Advertising: Place banner ads on websites frequented by your target audience to generate brand awareness. 


Building Your Lead Generation Plan: Define Your Target Audience: Identify your ideal customer profile, including demographics, interests, pain points, and preferences. 

  1. Set SMART Goals: Define specific, measurable, achievable, relevant, and time-bound goals for your lead generation efforts. 
  1. Select Appropriate Channels: Determine effective strategies and tactics based on your target audience and goals, including a mix of inbound and outbound methods. 
  1. Create Compelling Content: Develop high-quality content aligned with your audience’s needs and interests, including blog articles, e-books, or videos. 
  1. Optimise Your Website: Ensure your website and landing pages are user-friendly, visually appealing, and optimised for lead capture. 
  1. Implement Automation: Use marketing automation platforms to streamline and automate lead generation processes, including email workflows and lead scoring. 
  1. Analyse Data: Track and analyse lead generation metrics, such as conversion rates and lead quality, to identify areas for improvement. 
  1. Adapt: Make data-driven adjustments to your strategies and tactics, testing different messaging, CTAs, or targeting options for improved results. 


Leveraging Marketing Tools for Lead Generation: 

  • Customer Relationship Management (CRM) Systems: Track and manage leads, segment your audience, and automate lead nurturing processes. 
  • Marketing Automation Platforms: Automate repetitive marketing tasks, engage leads at scale, and nurture them throughout their buyer’s journey. 
  • Email Marketing Software: Design visually appealing emails, segment your audience, and track engagement metrics. 
  • Lead Capture and Landing Page Tools: Create optimised forms and landing pages, often with A/B testing capabilities for optimising conversion rates. 
  • Analytics and Tracking Tools: Utilise web analytics tools, such as Google Analytics, to monitor website traffic, user behaviour, and conversions. 


Conclusion: Lead generation is vital for business growth. By adopting innovative strategies, creative tactics, and cutting-edge marketing tools, you can effectively attract and engage prospective customers. Understand your target audience, create captivating content, streamline lead capture processes, and consistently evaluate and refine your initiatives.