Social networks manage to viralise trends almost immediately. The problem is that this speed also makes them less durable and barely gives brands time to adapt. It is becoming increasingly difficult to know which of them we should really consider noteworthy, but what we can do is to observe them from a broader perspective and locate the common points that they may have in common. To find out how to do this, read on, and I'll show you an example...
In the 2022-2023 season, many of us will surely have heard of 'Dewy skin', 'Glazed skin', 'Dolphin skin' or 'Glass skin'. You won't only find these four trends on social media, they also appear in fashion and beauty magazines. Well, let's take a closer look at them.
Dewy skin
'Dewy skin' is a not-so-recent Korean trend that refers to skin that looks hydrated, luminous, natural and fresh as a result of the beauty routine. With the rise of Korean cosmetics and its techniques, this concept has spread like wildfire in the West. Moisturising and nourishing the skin are the key elements to achieve a 'Dewy skin'. However, it is also associated with other healthy habits, such as drinking plenty of water and following a healthy, balanced diet.
Glass skin
'Glass skin' is another K-Beauty concept, known as "mul-gwang" (물광), which translates as "water light", alluding to a type of skin that is clean, poreless, transparent and reflective, as if it were glass. The routine to achieve this effect is based on several steps, including double cleansing, exfoliation, toning, moisturising and sun protection, as well as recurrent use of facial masks. In contrast to 'Dewy skin', which focuses mainly on moisturising from within, Glass skin emphasises to a greater degree the luminosity or glow that is achieved through the skincare routine.
Dolphin skin
'Dolphin skin' is a beauty trend originated by Mary Phillips, the make-up artist of celebrities and celebrities such as Jennifer Lopez, Bella Hadid, Hailey Bieber and Kendal Jenner. According to the make-up artist, the term refers to the effect she intends to achieve with the make-up of glowing, moisturised and "just out of the water" skin. The aesthetic is best described by comparing it to a dolphin, whose skin appears smooth, luminous and reflective. To achieve the 'Dolphin skin' effect requires not only make-up techniques, where highlighters and juicy foundations predominate, but also a proper beauty routine where hydration is prioritised.
Glazed skin
The 'Glazed skin' trend was raised and crowned on social media by influencer Hailey Bieber following the launch of her cosmetics brand Rhode Skin in 2022. The term compares the visual effect of glazed sugar on a doughnut to the skin, which appears shiny, glistening, reflective and 'yummy' (the name of a song by Hailey Bieber's husband Justin Bieber). It starts with a good moisturising of the skin, as well as the application of highlighter in strategic points to highlight that natural juicy effect.
Conclusion
Having seen each of these trends, I don't know if you've noticed it yourself, the common link between them all is hydration and radiance. However you achieve it, or use different adjectives or similes to describe the skin's results, the main thing is to maintain skin with as much water as possible and a glow associated with youthful, healthy skin.
As a brand you can use the trend that best suits your target audience, but there are also different techniques or beauty routines to achieve some of these desired effects, such as 'skin flooding', 'skin cycling' or 'slugging'. This can be of great use to the consumer, as in most cases he or she needs routines to guide him or her to achieve a specific result.
Therefore, even if a new fad is born, look carefully at what the final objective of this one is, because in reality it can be just another alternative to the same concept. After all, using new words always seems more glamorous and innovative.