The Beauty Report explores two cultural tribes on the rise, with a growing influence on beauty, cosmetics, and personal care brands.
Underpinned by social engagement data from Codec's AI-driven audience intelligence platform, we reveal how beauty brands can tap in to tribe passions and interests and build more authentic connections with their audiences.
Get to know the Eco Seekers and Non-Binary Beauty tribes:
This report gets under the skin of culture in beauty, with practical tips on how your brand can create content and messaging that will land.
Conscious consumerism meets aspirational living
Eco Seekers value clean, natural and sustainable beauty as part of their vision of living an aspirational lifestyle.
Open, curious, and self-expressive, they are driven by a need for harmony in their dealings with others and their impact on the planet.
Male personal care moves mainstream
The Non-Binary Beauty tribe value self-care and self-expression through beauty, from natural looks through to full-faced dramatic makeovers inspired by subcultures such as goth, punk and rave culture.
Extravert and highly self-expressive, their strong values drive decision-making and define their relationships with brands.