FASHION TRENDS - BUILDING A BEAUTY / FASHION BRAND

1 FASHION TREND TABLE OF CONTENTS INTRODUCTION/ ABOUT US...............................................................................................3 INDUSTRY REPORTS.............................................................................................................3 EDITORIAL REPORTS...........................................................................................................5 RECOMMENDATIONS...........................................................................................................6 CONCLUSION..........................................................................................................................7 REFERENCES...........................................................................................................................8

2 INTRODUCTION/ ABOUT US Our brand is a beauty brand that is focused on developing cosmetic and beauty products that are scientifically-sound and based on scientific research and experimentation.

We believe that before a product is introduced into a particular market, it should have passed through a rigorous testing process that ensures it caters to the needs and expectations of the target audience. For this reason, our brand will only use professional experts in our marketing endeavors. In doing this, the aim will be to communicate that we only offer our clientele products that have undergone the required cosmetic development process.

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3 For a long time, the fashion industry has been said to be frivolous. There has been a sense that people who are overly concerned with beauty are shallow. However, the new trend that our brand is adopting is likely to overturn this sentiment, change attitudes, and win more people towards consumer beauty brands. This trend is ‘brainy beauty’. It positions itself as being primarily interested in how people can look their best while also being aware of the scientific claims of the products that they use. In other words, brainy beauty is interested in people who need proof that the cosmetics they use emerge out of research and the application of science. It is also aimed at those who understand the importance of using experts to explain fashion and beauty trends.

INDUSTRY REPORTS Sudha, M. and Sheena, K., 2017. Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), pp.14-30.

According to authors like Sudha and Sheena (2017), the cosmetic and beauty industry is increasingly relying on influencers. They note that the existence of social media influencing has had a dramatic effect on how consumers purchase products. Even so, not all influencers are alike. To build a loyal customer base, a business usually needs to partner with influencers who have the relevant credentials. In adopting brainy beauty as a trend, there will be the use of scientists interested in beauty to raise brand awareness.

Romanowski, P., 2018. Cosmetic chemistry in the internet age. Get your skin ready for life in the light, p.48.

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To understand the brainy beauty trend that our brand will adopt, it will be necessary to pinpoint the typical responsibilities of a cosmetic chemist as outlined by authors such as Romanowski (2018). A cosmetic scientist usually mixes raw materials to create cosmetic products such as lotions, shampoos, conditioners, nail polish, make-up, and other personal care products. More importantly, he or she typically develops new ideas for products, conducts various tests relating to cosmetic prototypes, fixes any problems that occur in the course of production, evaluates competitive products, and acts as an influencer who can advise both individuals and institutions on various products (Romanowski, 2018).

González Romo, Z.F., Iriarte Aguirre, S. and Garcia Medina, I., 2020. Pharmaceutical influencers on Instagram and their communication during the Covid-19 pandemic crisis. Journal of Science Communication, 19(5), p.A04.

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The article by González, Iriarte, and Garcia (2020) offers insight into the general responsibilities of a brand influencer. These authors’s work suggests that a cosmetic chemist will be an integral part of the brainy beauty trend. This individual will endear themselves to their target audience and allow them to gain trust in the products that a brand wants to sell.

He or she will also be the influencer's primary role when he or she partners with a particular brand. To ensure that the influencer’s activities align with those of the brand, it will be necessary for the cosmetic scientist influencer to work in line with the brand. For this reason, the main suggestion in this paper is that, for a brand to make use of the brainy beauty trend, it will have to invest by hiring cosmetic scientist influencers who will work exclusively for the said brands.

EDITORIAL REPORTS This section will identify some of the brands that have adopted – in some form, fashion, or manner – the brainy beauty trend that our brand seeks to use in our day-to-day operations. However, our brand does not seek to emulate the insights outlined in the articles below. Instead, it aims to combine these insights with the infrastructure that our brand already has in place.

6 1. Trendhunter. Brainy Beauty. Trendhunter. https://www.trendhunter.com/protrends/beauty-brains.

2. Healthline. Brain Beauty: Can Anti-Pollution Skin Care Really Protect Your Skin?

Healthline. https://www.healthline.com/health/brainy-beauty-what-is-anti-pollutionskincare-and-can-it-really-protect-your-skin

3. Woodman, Cheryl. 6 Science Based Beauty Bloggers You Need to Know. Honesty for Your Skin. https://honestyforyourskin.co.uk/science-skincare-bloggers/

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RECOMMENDATIONS In order to raise the awareness of the target audience regarding our brand, there will be a need to rely on the expertise of cosmetic scientists who work as influencers. When it comes to using this kind of influencer, it will be necessary to ensure that the influencer has a scientific background. Here, the influencer does not need to be a person who has studied a science course (Romanowski, 2018). Additionally, the influencer does not have to be a person who is actively working in science. Instead, the influencer should be someone who can cultivate an audience that is more engaged and interested in gaining insight into the scientific underpinnings of beauty.

In essence, then, the best influencer for this cosmetic and beauty trend will be a cosmetic chemist who will have gained experience in the cosmetic and beauty industry. One can refer to a cosmetic chemist who develops and formulates skincare and other related products for manufacturers. In the typical case, a person who wants to be a cosmetic chemist will have to obtain a bachelor’s degree in cosmetic science (Romanowski, 2018).

Additionally, depending on how far someone goes in their career, there may be a need to obtain postgraduate qualifications.

8 In his work, Park (2020) acknowledges that since the expansion of the internet and the mass adoption of digital technologies, there has been the rise of a new cosmetic and beauty consumer. It is difficult to trust the vague claims that household brand names have been making for years to this consumer. Consumers are now finding that the internet empowers them to discover the truth behind many of the claim’s brands make. Indeed, through a quick search on the internet, a consumer will be able to obtain information that may dispel the myths that, in some respects, prop up the beauty industry.

For this new and informed consumer, the idea of using a cosmetic chemist will be beneficial. There are three critical ways in which the consumer will rely on this kind of influencer. Firstly, this influencer will make it convenient for the consumer to make purchases. Instead of spending time online fact-checking the claims made by cosmetic and beauty brands, the influencer will instead provide this information to the consumer. This convenience is likely to keep the consumer coming back to the brand (Widyanto and Agusti, 2020).

Secondly, because a cosmetic scientist is an expert in the field, he or she will win the confidence of skeptical consumers. As has been argued, this demographic of new consumers is more likely to conduct their research and look to experts to obtain reliable information. By positioning the influencer as an individual who has actually studied what he or she is talking about, it will be easier for the brand to turn the consumer into a skeptical individual into a return customer. Thirdly, the fact that the cosmetic scientist is not necessarily affiliated with any brand will make them more trustworthy in the consumer's eyes. This distance from the brand is essential because it communicates that the consumer does not stand to benefit when they direct people to make purchases from the brand in question.

CONCLUSION In sum, the concept of brainy beauty is slowly demonstrating the extent of its influence in the cosmetic and beauty industry. It points to the fact that consumers are

9 becoming more informed about their choices in the market. It also reveals that brands can leverage science and scholarly expertise by using cosmetic scientists as brand influencers.

Through partnering with people who have attained the relevant qualifications in their study, brands will communicate that they are serious about their business. Furthermore, they will show that they are willing to partner with experts who have a deep understanding of the industry to enrich the experience of the target audience.

10 REFERENCES González Romo, Z.F., Iriarte Aguirre, S. and Garcia Medina, I., 2020. Pharmaceutical influencers on Instagram and their communication during the Covid-19 pandemic crisis. Journal of Science Communication, 19(5), p.A04.

Park, Y.J., 2020. Effect of supporters of cosmetics company's beauty product evaluation contents on purchase intentions. Journal of Convergence for Information Technology, 10(4), pp.168-174.

Romanowski, P., 2018. Cosmetic chemistry in the internet age. Get your skin ready for life in the light, p.48.

Sudha, M. and Sheena, K., 2017. Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), pp.14-30.

Widyanto, H.A. and Agusti, C.R., 2020. Beauty influencer in the digital age: How does it influence purchase intention of generation Z? Jurnal Manajemen dan Pemasaran Jasa, 13(1), pp.1-16.