According to data cited by Circana’s Larissa Jensen during CEW’s State of the Industry 2025 event*, about 1 billion people experience some type of mental health disorder. Perhaps then it’s no surprise that 61% of surveyed shoppers want brands to give them intense emotions via marketing and products. In addition, 83% claim to actively seek experiences that fill them with joy and happiness. This has significant implications for product and marketing innovators.
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According to data cited by Circana’s Larissa Jensen during CEW’s State of the Industry 2025 event*, about 1 billion people experience some type of mental health disorder. Perhaps then it’s no surprise that 61% of surveyed shoppers want brands to give them intense emotions via marketing and products. In addition, 83% claim to actively seek experiences that fill them with joy and happiness. This has significant implications for product and marketing innovators.
The Fragrance x Wellness Intersection
Circana data shows nearly 50% of surveyed shoppers want fragrances that offer a physical or wellness benefit, such as stress reduction, focus boosting or energy enhancement. Those numbers are notably higher for millennials.
This well-being focus has always had a place in fragrance, but it’s notably more pronounced in launches from brands like Snif, The Nue Co. and even Charlotte Tilbury’s perfume pivot.
Makeup: a Well-being Booster
In the wellness conversation, skin care, hair care and ingestibles typically get all the attention. But Circana data shows makeup has a role to play, too, by tapping into consumers’ desire for mood enhancement.
Per Circana, nearly 50% of all consumers believe makeup enhances their appearance, which trends higher for Gen X, boomers and the silent generation.
At the same time, 50% of surveyed consumers believe makeup instills confidence, a rate that is notably higher for millennials and Gen Z.
And nearly ⅓ of consumers said makeup brings them joy, which also trends higher for younger shoppers by as much as 10%.
Gourmand Meets Wellness
Spate and Google's presentation during the event highlighted a gourmand trend, impacting everything from product descriptions to sensorial cues to marketing and beyond.
The firms' data has surfaced gains for aesthetics like cinnamon makeup and cherry cola hair, as well as gourmand scents like matcha and rice. On the texture front, consumers favor pleasant formats like jellies, puddings and whipped cream.
Looking at top-trending foods, the Spate x Google team noted that Swedish candy and pistachio are on the rise, offering cues toward sensory inspiration for future projects.
Little Treats
Spate and Google also noted a rise in splurge culture, little treats that bring shoppers a bit of daily joy.
This includes trinkets/charms, fun lipstick cases, key chains, etc., as well as hair gems, star pimple patches and bow hair clips.
From merch to packaging, these concepts can help elevate brand and product experiences.
Beauty Marketers and Product Developers: Put These Insights Into Action
1. Focus on Wellness Benefits:
- Nearly 50% of shoppers are looking for fragrances with physical or wellness benefits like stress relief, energy boosts, or improved focus.
- Cater to this growing demand by incorporating well-being-focused messaging and ingredients into fragrance products.
2. Appeal to Younger Consumers:
- Millennials and Gen Z are leading the wellness trend, valuing confidence-boosting and joyful experiences from products like fragrances and makeup.
- Develop products and marketing campaigns that resonate with their desire for mood enhancement and emotional well-being.
3. Leverage Makeup as a Mood Enhancer:
- Makeup isn’t just about appearance—50% of consumers associate it with confidence, and 1/3 say it brings joy.
- Highlight makeup’s emotional benefits in branding and product storytelling to attract a broader audience.
4. Capitalize on the "Gourmand" Trend:
- Incorporate unique, food-inspired elements into fragrances and beauty products (e.g., matcha, rice, pistachio, cinnamon).
- Use sensorial textures like jellies, puddings, and whipped creams to create memorable, indulgent experiences.
5. Create "Little Treats" for Daily Joy:
- Small, delightful products such as fun lipstick cases, hair gems, or keychains are trending as part of splurge culture.
- Use creative packaging, charms, or accessories to add a playful, collectible element to your products.
6. Draw Inspiration From Trending Foods:
- Popular flavors like Swedish candy, pistachio, and cherry cola can inspire creative product development and marketing campaigns.
- Highlight these sensory cues in both product formulation and branding.
7. Elevate the Experience With Merch and Packaging:
- Consider offering branded trinkets or playful packaging to enhance the consumer experience and strengthen brand loyalty.
- Use these "little extras" to create a sense of delight and exclusivity for consumers.
*This report is based on insights derived from CEW’s State of the Industry: Global Trend Report 2025 (among other sources), which covered key industry trends for 2025 with insights from top experts:
- Sarah Jindal (Mintel): 3 key consumer trends for 2025.
- Leslie Ann Hall (Iced Media): Strategies for future-proofing social shopping success.
- Tara James Taylor (NielsenIQ): Must-know global trends.
- Joëlle Grünberg (McKinsey & Company): Luxury and retail growth insights and their impact on beauty.
- Yarden Horwitz & Sam Mintz (Google & Spate): Gen Z's influence on beauty trends.
- Larissa Jensen (Circana): Year-in-review report on beauty industry performance.
