Our next look into the 2022 Boots Beauty Trends Report highlights All Together Beautiful - the trend of inclusivity in beauty that has never been bigger than in 2022.
All together beautiful
This year will see beauty redefined more than ever before to fully embrace beauty without boundaries, giving each and every one of us a chance to express ourselves, our way.
This is the year that beauty is boundless. The beauty standards we once took as read are evaporating, and in their place is a multifaceted approach, where barriers associated with colour, gender, age or body shape are removed. More than ever before, the world has been googling ‘body positivity’,¹ and this year we’ll see beauty redefined even further, fully embracing beauty without boundaries.
Naturally, it’s the founding principle of the #AllTogetherBeautiful campaign launching in Boots from March onwards. With the commitment to become the most inclusive beauty hall on the high street, Boots is recognising the diverse beauty in every town and city in the UK.The campaign empowers everyone to be part of their own beauty conversation and celebrate the infinite cultural and societal iterations of beauty.
From skincare to haircare and cosmetics, beauty is slowly being liberated, to span all life stages and hormonal upheavals, from puberty via maternity to menopause. Boots is proud to stock brands such as the Vichy Neovadiol and Megs Menopause ranges, a selection of balanced beauty products for menopausal and peri-menopausal skin which are devised to recognise and cater to specific skin needs as a result of changing hormone balances.
We will also see brands continuing to increase inclusivity, and work on determining exactly what it means to offer a range that is truly diverse. No7 recently reformulated its cosmetics line with true diversity and inclusivity at its core. Shades have been created based on skin tone and scientific analysis, delivering a greater breadth of undertones to ensure every customer can find their perfect match.
Meanwhile, expect an influx of brands and movements that tackle, head-on, taboo areas of the body and skin concerns that were traditionally swept under the carpet or dealt with in secret, such as body hair, bacne and periods.
Rather than hiding blemishes, Gen-Z beauty brands like Florence by Mills are changing attitudes towards acne by introducing fun spot stickers with playful designs that act as a skin-loving accessory rather than just a cover-up.
When it comes to periods, brands can play an important role in changing the perception around shame and secrecy so often linked to the monthly cycle. Boots has updated the title and navigation of the previous ‘Feminine Hygiene’ page to ‘Period Products’ on boots.com and are currently reviewing signage in store, which will be updated later in the year.
Jamie Kerruish, Beauty Director, Boots UK said: “We know retailers can play an important role in changing people’s perceptions, including the words we use to describe products. We are proud to be implementing this change at Boots, starting with removing words like “hygiene” and “sanitary” and much more proudly saying ‘Period Products’ on boots.com and the Boots App.
"We are currently reviewing signage in store too, which will be updated later in the year. Boots is one of the leading pharmacies in the UK, and throughout our 170 year history we have always taken periods seriously. Period products are essentials, and we want to ensure our customers can find and access all of the products they need with ease at Boots.”
Expert view: Grace Vernon, Global Cultural Insight & Trend Lead at Boots UK
“Our need to be comfortable within our own skin, yet confident enough to reach out of our comfort zone and try something new is what All Together Beautiful is about.
"It’s beauty without boundaries that allows you to choose who you want to be. Whether you love the age you’re at and want to celebrate it or whether you want to turn back the clock. Whether you choose out-and-out glam or prefer a quietly understated look. In 2022, there’s no judgement or limitation to how you choose to express your individuality.
"Boots is committed to breaking barriers and boundaries in the beauty category and giving customers the tools to make this happen. Whether it's getting expert advice from Boots Beauty Specialists or having the choice of more beauty brands than anywhere else on the high street – we are here for you.”
1 Source: Google Trends, Jan 2022.