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Based on a survey of 5,293 beauty consumers, it identifies six industry-defining trends, including the rise of Consumer PhDs, the wellness flex, loyalty becoming an experiential play, shifts in influencer power, challenges in digital discovery, and a fully loaded value equation. 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consumer  \nThere has been a fundamental change in the makeup ofthe consumer psyche,and the Consumer Sentiment Indexis the tool we use to understand this shift.We surveyed  \n5,293 beauty consumers to scope their changing needsand wants-and to ensure our clients know what it takesto serve,surprise,and stick with them.  \nThe data revealed six industry-defining trends:theConsumer PhD,the wellness flex,the loyalty experience,the new power influencers,the problem with discovery,and the fully loaded value equation.We'llunpack these inthe report,and show you the headline data points(p6),but here's a cheat sheet ..  \nFor years,beauty was confined to the bathroom-today,it's inyour bedroom,kitchen,and gym.Oh,and it includeshealth and wellness,too,as consumers have self-educated and self-matriculated as Consumer PhDs-anew class of elite shoppers demanding pharmacologicalefficacy and holistic solutions(p8).  \nThis dynamic enables beauty,health,and wellness tobring subcultures to the mainstage.Take the life-trackingand bio-hacking phenom among men;it defined 2025 andhas instructive lessons about men's communicationpatterns that could(finally)help move the needle for malebeauty(p10).  \nMiscommunication between brands and their customerscomes to the fore when we look at loyalty.It's no longerdriving purchases,but it does have an important role inthe experiential play(p12).  \nLetter from the editors  \nWe’re amid a vibe shift-andbeauty looks way differentthan it ever has before.  \nWe aren't concealing our routines;we're posting them onsocial.We aren't lying about getting work done;we’regiving referrals to our plastics.We aren't publicly ignoringmenopause;we’re asking for a fan during hot flashes.We've entered the“Age of Admission.”  \nWithout loyalty as our rudder,we've turned to mega-influencers.For a while,they gave us safety,security,and direction ...until the gen pop figured out how muchthey were getting paid.With Gen Z sniffing out poststhat should have a \\#sponsored disclosure,many haveturned to peers and professionals for guidance(p14).  \nThere are some winners at digital discovery-Sephora'sonline creator storefronts could become as valuable asits trending-product gondolas-but most retailers havestruggled to make the scroll as meaningful as the stroll.They fail to tap into the underlying psychological needfor play,missing that the medium is simply theplayground(p 16).  \nThe price of the game is the other big moving piece-thekaleidoscope has re-focused on fully loaded value.It'san even more complicated and individuated conundrumcompanies have long been trying to untangle:howConsumer PhDs determine value(p18).  \nOur role with this research is to make sense of thechange and forecast where it's headed next.This reportwill guideyou through the disrupted beauty x health xwellness industry(p4),dive deep into our themes,talkabout the retailers ranking highest with consumers(p22),and tell you what to do next.  \nLet's talk results.It's time for a new protocol.  \n3Lindy Firstenberg年  \nCatherine Nekavand  \nBeauty,In the beauty,health,andwellness market,disruptivedisruptedforces are pushing brands andretailers to rethink formerlysacrosanct practices andestablish new norms.From consumer behaviors to macroconditions,it requires a new playbook-retailers can't wing it through this shift.4 I Consumer SentimentIndex:Beauty  \n1  \nMore retailers entering-  \noften ones that can afford  \nto subsidize categories+  \nleverage non-  \nsellable assets  \n2  \nDigital natives(Amazon,  \nFullScript,TikTok Shop)  \ncontinue to increase their  \nshare  \n3  \nHistorically a non-  \nnegotiable,MSRP is being  \ndethroned by competitive,  \ndynamic pricing  \nBrand  \n4  \nMore investors are  \nallocating funds to the  \nindustry,waking up sleepy  \nsubsectors and creating  \nnew ones  \n5  \nMore capital and lowerentry barrier","cbCaiig11jWNT3N3","https://ap.wps.com/l/cbCaiig11jWNT3N3","pdf",15901849,28,"English","# Letter from the editors\n## Age of Admission\n# Six industry-defining trends\n## The Consumer PHD\n## The wellness flex\n## The loyalty experience\n## The new power influencers\n## The problem with discovery\n## The fully loaded value equation\n# Lets talk results: a new protocol","[{\"question\":\"What is the purpose of the 2025 Consumer Sentiment Index: Beauty?\",\"answer\":\"It’s used to understand a fundamental shift in consumer psyche. The research surveys beauty consumers to scope changing needs and wants so clients can serve, surprise, and retain them.\"},{\"question\":\"How many beauty consumers were surveyed?\",\"answer\":\"The report surveyed 5,293 beauty consumers.\"},{\"question\":\"What are the six industry-defining trends identified in the report?\",\"answer\":\"The trends are the Consumer PhD, the wellness flex, the loyalty experience, the new power influencers, the problem with discovery, and the fully loaded value equation.\"}]","AlixPartners 2025 Consumer Sentiment Index - Beauty - Age of Admission | PDF",1791920898,10]