10.28.21
This Halloween, beauty companies are using retrophilia to target customers.
“In a society that highly values individuality, film and TV-themed makeup taps into that deeply rooted emotion: nostalgia," said Nowak. "We feel connected to characters - especially ones that we grew up watching - and having an opportunity to in some way be connected to those shows can be enjoyable. The makeup market is pretty oversaturated, so using such pop culture-inspired themes could help a brand deliver a unique edge and help reach consumers that would not otherwise purchase.”
“We are witnessing a grand return of the '90s and early 2000s styles in fashion. As fashion and beauty coexist and influence each other, retrophilia in the makeup category is a natural consequence,” said Nina Nowak, senior consumer researcher at GlobalData. “The key resonating point of such themed lines is allowing consumers to project a certain image – which is in line with the self-branding trend.”
Self-branding is a trend that may take many forms - from aspirational purchases of status-driven consumers to a demand for retro-themed products that draw on consumers that long for the past.
Leading data and analytics company GlobalData notes that the mix of nostalgia, "self-branding" and fashion that these collaborations offer may be exactly what consumers are looking for. According to a survey by GlobalData, 76% of Millennials or Gen Y (those born between the years 1981- 1996) said they are experimental with their skincare and makeup products.
Launched just in time for the first post-lockdown Halloween parties, recent examples include Wet n Wild’s “Saved by the Bell” range, Ulta’s “Gilmore Girls” line, and Makeup Revolution’s “The Simpsons” collection. This trend sees the release of new TV-inspired beauty products based on sitcoms from the ‘90s and 2000s.
“The recent wave of TV show-inspired beauty aligns with the self-branding trend, showcasing how products can provide a new experience on an emotional level," said Nowak. "Those fun releases may help create TV character-inspired looks to impress at post-lockdown parties."