No Stupid Questions: Will Beauty And Wellness Increasingly Put Community At The Center?

During the pandemic, when everyone was forced into isolation, people had to discover new ways to practice self-care that not only balanced their physical health, but their mental health as well. Many found coping with this new reality difficult, especially for those young people whose lives are supposed to be taking off.

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As a result, it’s created a larger community of those specifically online like through TikTok sharing their struggles and the many ways they are trying to take care of themselves, making others feel less alone. Self-care informs community care, which reinforces self-care.

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Overall, brands need to become more personalized and move away from the “one message-fits-all” messaging. Mass marketing will always exist, but is and will become less and less effective. Brands need to localize their messaging to tap into different communities and psychographics.

—Jonina Skaggs

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Beauty Independent’s ‘No Stupid Questions’ is a series where beauty industry experts provide candid and practical advice on various topics relevant to beauty brands. It covers issues like team building, ingredient transparency, handling product requests, and navigating market trends, aiming to offer valuable insights for both new and established beauty entrepreneurs.