The beauty industry is experiencing three significant trends that will shape its future. Firstly, the way marketing is conducted has changed, with a focus on engagement and entertainment through short videos that tell a story, correlating directly with higher sales. Secondly, technology is impacting product formulation, personalization, and marketing, with a surge of startups focused on technological innovation in the beauty sector. Lastly, men’s use of personal care products has almost doubled since 2004, indicating a growing market that requires different marketing strategies.

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