Summary:
The article explores the emergence of the 'demure beauty' trend on TikTok, characterized by a soft, understated, and natural makeup look. It contrasts with the bold 'brat summer' trend, offering an alternative that emphasizes quiet confidence and elegance.
Key takeaway:
The trend is a response to the internet's obsession with loud and excessive beauty standards, promoting a minimalist approach that enhances natural features.
Trend:
The rise of the 'demure beauty' trend on TikTok, with a focus on natural, effortless elegance.
Consumer Motivation:
Consumers are drawn to the demure trend for its celebration of subtlety and grace, offering a refreshing alternative to overly-done looks.
What is Driving the Trend:
Backlash against the loud and bold beauty standards prevalent online.
Desire for a more natural and timeless look that emphasizes individual features.
Appeal of a soft and understated aesthetic that exudes quiet confidence.
Who the Article Refers To:
TikTok user Jools Lebron (@joolieannie) who initiated the trend
Makeup artists and enthusiasts on TikTok
Beauty brands like Glossier, Merit, and Kosas
Description of Consumers/Product/Service and Age:
Consumers: Primarily young women on TikTok who are interested in beauty trends.
Product/Service: Beauty products that enhance natural features and create a soft, understated look.
Age: Primarily Gen Z and younger millennials.
Conclusions:
The 'demure beauty' trend reflects a desire for a more natural and effortless approach to beauty.
The trend's popularity suggests a shift in beauty standards away from excessive makeup and towards a focus on individual beauty.
Implications for Brands:
Beauty brands should consider creating products that cater to the 'demure beauty' aesthetic, emphasizing natural ingredients and subtle enhancement.
Marketing campaigns should focus on empowering individuals to embrace their natural beauty and feel confident in their own skin.
Implication for Society:
The trend challenges traditional beauty standards and promotes a more inclusive and accepting approach to beauty.
It encourages individuals to appreciate their natural features and embrace their unique beauty.
Big Trend Implied:
A shift towards a more authentic and individualistic approach to beauty, rejecting the pressure to conform to unrealistic and excessive beauty standards.
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