Instagram to the whole head: Why strange trends in make-up are good
margarita virova
New makeup trends Today more often they are born in social networks, and not on the catwalks, and this happens not once a season, but almost weekly. Many of them are puzzling both in the audience and in the press, and some linger for a long time, seriously changing the face of the industry and the range of cosmetic stores. We tell why to treat such activity of beautician stands with enthusiasm.
It is no secret that where the ball of sales and competition rules, trends and the ability to work with them are incredibly important: most often, the idea of a new product or advertising campaign begins with a focused look at what is now fashionable or at risk of becoming fashionable. But today, trends work a little differently: while in the fashion new rules of the game set street style, the beauty world increasingly depends on what is happening on the Internet, so the role of trends and where they come from is changing drastically.
The younger generation is becoming more influential: for it, fashion and the search for new trends are primarily a way of communicating
Professionals often notice that the pursuit of fashion in terms of appearance is generally outdated conversation. The main trend today is the acceptance of diversity: everyone chooses what they like, people do what they want. True, this principle is contrary to the “obligatory for all” tendencies hailing from the podiums that journalists and bloggers pick up to promote to the masses and increase sales to the most insightful and inventive brands. They remain tenacious - in the end, fashion does not change instantly. The younger generation, however, is becoming more and more influential: for it, fashion and the search for new trends are primarily a way of communication.
Even reputable brands desperately chase the youngest, thanks to the Internet, the latter have an influential community, whose importance is indicated, for example, by the appointment of Lisa Eldridge to the post of creative director Lancôme. With this, the young brand has not miscalculated at all: a talented makeup artist, who quickly became the favorite of young people keen on make-up, continues to experiment with ideas and formats and has been helping Lancôme to attract the attention of the audience for many years now.
Brand relationships with stars also change, which, of course, continue to be role models. But today, the brand is more likely to choose a not inaccessible celebrity to promote the product, but a girl next door, without embarrassment, going outside without makeup and regularly chatting with fans in instagram. The idols of the generation themselves also behave somewhat differently and look the way they look, without measuring their appearance on advertising contracts (well, or pretending that everything is like that). When Rihanna wears black lipstick, the avant-garde product becomes closer and more understandable, not only to representatives of subcultures and make-up communities.
If in the "big" fashion shows and actions of professionals are of decisive importance, then in makeup, which has always been a secondary event, trendsetters have been replaced by not make-up make-up artists, but bloggers, for whom the important thing is, first of all, It is easier to experiment and offer something completely unusual, without fear of losing the favor of the audience. While behind the scenes, the team verifies the color and size of the arrows and decides how the “fashionable” leather looks, people on the Internet have fun as they can. All the more surprising is the way in which the community appropriated trends that were a sales tool.
The idea of a trend has changed for the better, and the feeling of guilt for its "anti-modest" gradually dissolves
In fact, the fact that new fashionable techniques and products appear with abnormal regularity greatly devalued the commercial significance of trends in beauty: analysts may not have any guarantees that they will not disappear by about next Monday. Trends from the Internet today serve not only to increase the popularity, but also to bring "hobby groups", entertainment and liberation closer together. Last year, a variety of make-up challenges were gained, in which bloggers competed in surprisingly meaningless, but funny ideas, or supported each other in serious discussions about appearance: All these things serve the cause of uniting people with common interests.
So the very idea of a trend has lost its aggressive component, which is pressing on the society and has changed for the better: you can pass by, or you can join the game and get pleasure from it. Guilt for their own “anti-modest” (which, in general, is also one of thousands of trends) is gradually dissolving, and more and more people who are inside and outside the industry are able to choose, rather than follow the list that has been formed for the next season. .
In order to stay away from mass culture, you need to live on a desert island: fashion has been and will be for a long time, but such a fashion in which the place will be found for all, we, perhaps, the road. Interest in insane, ambiguous and bright trends spurs the industry far better than the predictable announcement of the relevance of red lipstick and "beach" hairstyle. In the end, it’s quite natural for a person to choose his appearance by imitating others. Well, when these images are not lowered from above, but are born from the moods of the public and have many variations - this is how the process becomes much healthier.