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Beauty Fusion

By: Ilana Allegro, Maira Arnaudo, Natalie Ivezaj, Kelle Jacob and Ildiko Juhasz
Posted: June 11, 2012

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Leading fragrance houses have already begun to archive scents based on olfactory heritage because they recognize how crucial the preservation of rituals is for the long-term viability of the beauty industry. In order to ensure that these valuable sources of future innovation are preserved for all, we recommend the creation of a living library that would preserve cultural beauty rituals and their associated ingredients to inspire product innovation now and well into the future.

Science and the Senses

As technology evolves we will have the possibility to find new ways to deliver sensory impact thus allowing consumers to experience rituals and ingredients in ways we never thought possible. But these new experiences in isolation are not enough. It is only through delivering new sensory experiences together with relevant ingredient stories and their associated rituals, that we can deliver the emotional connection that consumers demand from their beauty experience.

The beauty fusion model uses science to capture the synergy between diverse cultural rituals, indigenous ingredients and sensory experiences. By ensuring that the future product innovation process incorporates the principles of this model, we can not only harness a true understanding of diverse cultures to create more inspiring beauty products, but more importantly, the industry can proactively drive global empathy for the benefit of all.

Suggested Reading

  • G Jones, Beauty Imagined
  • J Kotkin, The Next 100 Million: America in 2050
  • MJ Balick and PA Cox Plants, People, and Culture: The Science of Ethnobotany
  • S Vadhera, Passport to Beauty
  • State of the World’s Cities 2010/2011, Cities For All: Bridging the Urban Divide, UN Habitat.
  • L Rosario, Multicultural Marketing: A Misunderstood Concept and Untapped Business Strategy


  • C Suddath, Census Update: What the World Will Look Like in 2050, Time (Jun 30, 2011)
  • C Subramanian, Minority Report: New U.S. Data Shows More Ethnic Babies Than Whites, Time (May 18, 2012)
  • JM Humphreys, Graph: The Multicultural Economy 2012, Selig Center for Economic Growth, Terry College of Business, University of Georgia, 2012
  • Kline Group, Understanding the Diversity of Consumer Groups: Cultural Blending, Perceptions and the BRIC Markets
  • Intuit, (Oct 2011)
  • 12 Crucial Consumer Trends for 2012: Bottom of the Urban Pyramid, (Feb 2012)
  • Istanbul’s Citysumers Join the New Wave, (Apr 14 2011)
  • Human Population: Urbanization, Population Reference Bureau
  • M Charmichael and R Parekh, Letters from the Booming Mexico, Indonesia, South Korea and Turkey, Ad Age (Oct 2011)
  • Multicultural Young Adults, Mintel (Feb 2009)
  • NPD Hot Off the Press: Beauty Industry 2011 Year in Review
  • P Lempert, 2012 Food Trends to Watch, (Dec 2011)
  • N Barton, Tribal Fashion Grows Up, UK Telegraph (Jul 2011)
  • D Daniel, Experiential Travel Can Enrich Our Lives, (Apr 2009)
  • United States Department of Agriculture Natural Resources Conservation Service
  • S Herman, Chemical Reaction: Hot and Cold, GCI magazine (May 2012)