16 JUL | 2021 Beauty Trends Summit celebrated

Barcelona, July 16, 2021. The Beauty Cluster, together with Aktiva Brand Experience Design, organised the second edition of the Beauty Trends Summit, an event about the future of trends in the beauty sector. After the cancellation of the 2020 edition, due to the Covid-19 pandemic, this year the organisers opted for a return to face-to-face attendance with a smaller format. In order to maintain at all times the hygienic-sanitary measures in force and to guarantee the safety of the attendees, around 50 industry professionals gathered at the UPF – Barcelona School of Management to discuss the future of the industry in the era of digitalisation and with the increasingly aware and informed consumer.

Throughout the day, the main present and future trends were presented by experts such as WGSN and Lantern. And how brands can or should reinvent themselves in order to meet the needs and demands of the new consumer and adapt to their beauty routines and purchasing habits. But not before putting into context the current situation of the beauty and wellness market at an international level by Ivan Borrego, manager of Beauty Cluster.

In addition, attendees were able to learn first-hand about two success stories of recognised brands in the sector: MartiDerm and Sensilis. In the case of MartiDerm, the process of creating its new brand Re(herm) aimed at generation Z (digital native consumer and very committed to sustainability and the environment) with a clear ‘back to basics’ positioning and which reminds us that ‘less is more’. And for Sensilis, its repositioning of the brand by reinventing the concept of luxury.

As a final climax, Juan Campderá (CEO of Aktiva Brand Experience Design) inspired the audience with the infinite possibilities that technology and digitalisation offer us today to improve the customer experience at the point of sale. As well as the different multichannel and omnichannel strategies that can be adopted to increase sales.

The day ended with a workshop, led by Aktiva, in which the trends learned throughout the day were applied through the creation of a TikTok campaign.