Digital Trends 2018

I recently read an article on Beauty Trends for 2018 on WGSN which included a section on digital beauty trends that are expected to emerge. With my current project and outcome being focused around digital, this article really intrigued me and has inspired me for my project to look at it in new and different ways. The technology and digital advancements for this year are even better and crazier, to me its mind-blowing the technology available for brands to utilise whenever they want. The excitement of approaching in concept in a new way that couldn't have been imagined 10 years ago is intriguing and shocking.

Shopping Through Social -This is the idea of using social media as a new way to online shop. This engages the perfect audience and next generation - a young and innovative mind open to this new way of shopping. There life is on social media so why not bringing their sopping habitats there as well? A brand that has already successfully tapped into this new way of shopping is NYX - creating shopable view tutorials in which the customers can add the products to their basket as they watch. Instagram has also teamed up with Sephora, Ulta and 20 more brands to explore the apps shopping capabilities and Snapchat now has the tool to add links to websites. However, the one I probably find the most interesting is Pat McGrath's makeup line that is bought by listening to music in which they teamed up with Spotify. They have also teamed up with singer Maddie Lindermann and the makeup will be sold on her page though Spotifys MerchBar platform. The collection will be released with Maddie Lindermann's new song "Obsessed" and will allow fans to shop 'her look'. In my opinion this is a truly innovative and new idea encompassing different arts and channels to create a complex and interesting campaign.

Face and Voice Recognition - Now this isn't has new as the idea of shopping through social media, however its a concept which hadn't really made its way into the fashion or beauty industry until 2018. In this coming year we will see these technologies integrated into our shopping online and offline. One way in which this technology has entered this industry is consumer research based on facial expressions - already used by Smashbox and Modiface based on eye movement. One that I am most intrigued in is the use of it to treat skin conditions - as someone who suffers with sensitive and problematic skin the technology behind this could be quite revolutionary.