CHIARA BONUCCI
BEAUTYSTREAMS, Varese, Italy

Abstract

Technologies, climate emergencies, and the need for human connection are all among the major global issues set to influence trends in the coming years. By 2026, the COVID-19 crisis will most likely be behind us, and global economies are forecasted to have returned to at least their pre-crisis levels of prosperity. However, by then consumer behaviour will have changed for the long term. For this reason, it is fundamental to understand the best way to communicate innovations through a compelling storytelling.

INTRODUCTION
What will happen when the pandemic is over? This has been the most frequent question in the last two years. The beauty industry has evolved radically and we have witnessed how different product categories adapted and reinvented themselves because of the COVID pandemic. There is one aspect, though, that became by far the most important: companies had to make the relationship with the consumers more personal. More than ever, it is now essential to know how to express your company’s values through the creation of a story and a communication aimed at your target. This is because storytelling puts a brand into a concrete historical context or links it to a strong personality; therefore, legacy brands that put their founder into the fore, such as Dior or Chanel for example, resonate with large audiences as the story of their lives represent specific personalities and opinions.

The key is to create a compelling storytelling, and this is far from being a trivial process. Indeed, the challenge for companies is to merge the different types of trends (such as Macro, Beauty and consumer trends) together in order to communicate an organic ...