Principles trump products: How “dystoptimism” will shape beauty branding

VML’s The Future 100: 2026 report reveals that Gen Z beauty consumers’ refusal to surrender to apathy influences their purchasing behavior. VML’s insights show how beauty brands can gain an edge by offering consistent brand values and transparency. The report coined the term “dystoptimistic” to describe the modern consumer’s resilience in spite of difficult contemporary social circumstances. “Failing to align with consumer values could be more than just a marketing problem,” Marie Stafford, global director at VML Intelligence, tells Personal Care Insights.

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