Modern technology has drastically altered appearance standards and the meaning of beauty. Whilst before, personal beauty may have felt like a simple and fun pleasure, today it is often something all-encompassing, perfectionist, tech-driven, and unattainable. It’s Beyond Beautiful.
Whilst the industry itself is booming, its unadulterated growth is a key driver of endemic mental health issues amongst younger people. It’s becoming increasingly obvious, and governments and ruling bodies are starting to take notice.
In our second edition of M&C Saatchi Thinks, we delve into how brands in the beauty industry can achieve innovative, sustainable growth without harming their target audience. Read the piece below or download here.