Beauty & well-being

Gone are the days of anti-aging, gone are the days of longevity. Women are redefining their relationship with aging in a more positive way. Perceptions, aspirations and time management strategies vary from one generation and country to another.

Artificial intelligence, skin diagnostics, connected devices: tech is taking over beauty routines. The experience becomes personalized, scientific and immersive. A response to consumers’ quest for performance and expertise.

Gen X celebrate their age while reflecting their inner vitality. Without giving in to extremes, they invest in holistic, pragmatic beauty. Connected, lucid, influential: this generation is redefining youth as a state of mind… that lasts.

Role models, life goals, gender, appearance: femininity is changing. In 2025, women are redefining their aspirations. Between the USA, Europe and China, generational gaps persist, revealing contrasting visions of what it means to be a woman.

Korea, Japan, China: Asia is driving global trends. Advanced formulations, sensorial textures or skincare/make-up hybridization, these markets captivate and inspire international brands in their quest for innovation.

AI, cosmetic procedures, heightened expectations: the notion of performance is evolving. Consumers are demanding visible, measurable results, from facial care to make-up and fragrance. A vision that shifts depending on the generation and culture.

From clean beauty to a holistic approach, expectations are evolving. Inclusion, well-being, sustainability, positive age: consumers are demanding concrete commitments. Depending on culture and generation, ethics are becoming a central lever of preference.