CEW & PHILIPS GATHER A-LIST BEAUTY PANEL TO DISCUSS GLOBAL BEAUTY TRENDS INFLUENCING WOMEN TODAY

Philips led the conversation in current beauty trends, hosting a panel of leading experts to discuss key findings from Philips Beauty’s Global Beauty Index on Wednesday 29 June.
CEW welcomed award-winning journalist, Alice du Parcq as facilitator along with panellists Sharmadean Reid MBE, Founder of WAH Nails, international makeup artist, Mary Greenwell and Founder of Shavata Brow Studios, Shavata Singh. 
The experts enjoyed a lively discussion on all things beauty, sharing their expertise as industry leaders. Philips Beauty shared the results of their second Global Beauty Index with the panel and an audience of CEW members and friends. Using data from 11,000 women in 11 countries, the Philips Global Beauty Index revealed some fascinating insights that formed part of the panel debate.
Interestingly, the report showed that a significant 54% of women believe that the beauty industry puts too much pressure on women to look a certain way, and that brands using a celebrity ambassador can appear untrustworthy and frustrating for customers. The panel collectively agreed that there is too much exposure from print, online and social media. Mary argued that the rise of social media and the so-called ‘Kardashian effect’ make it harder for women to keep up with trends and unattainable beauty standards.
Cultural differences when it comes to beauty proved an interesting talking point. Women in India proved to have the highest levels of confidence with 91% believing that they are beautiful, compared to a relatively low rate in the UK. Shavata believes this is because women in India are introduced to a beauty regime at a young age and this is something that bonds mother and daughters. Sharmadean agreed saying ethnicity has a huge part to play. Growing up in a Jamaican culture, some of her fondest memories were sitting with her mother whilst she did her hair. These early experiences of beauty and the intrinsically complimentary culture is what sets the UK behind when it comes to confidence, sadly apparent when just 22% of British women feel beautiful on their wedding day.
It may be expected that popular Instagrammers and Snapchatters are the biggest influencers in the industry, but the majority of UK women, 35%, still turn to traditional physical magazines for beauty information. Sparking a lively debate, the panel was somewhat divided on what was the best medium for reaching new clients. While Shavata finds that nothing increases footfall like traditional print coverage, she’s wary of the influence of advertisers and the stalwart big brands that dominate the beauty pages. Sharamadean equally thinks this ‘bought’ coverage has led to mistrust between journalist and reader and admits that she no longer courts traditional print coverage. To her, peer-to-peer marketing is key and social is at the heart of this. Mary argued that both have a place in the industry; print is easier to take in whereas social is more effective for ‘how-to’ videos and tutorials. The somewhat divided panel proved that each sector of the industry has a place and can reach different customer bases effectively.
With two experts in the field of salon treatments present, the panel took a look at at-home beauty habits versus in-salon. Shavata said while in-salon brow treatments were once considered a luxury, it is now maintenance. She believes that treatments that have a visual effect, will continue to be popular, even in times of recession. Sharmadean agreed that the more visual something is, the more successful it will be. Treatments will come and go and beauty trends are cyclical, but nails and brows transcend barriers proving popular across different groups in society.
While visual treatments remain evergreen, more and more women are seemingly turning to at-home solutions for facials, massage and hair removal. A growing number (6%) are using IPL (Intense Pulsed Light) at home, with the launch of the range of Philips Lumea at-home IPL devices the process has never been easier or more cost effective.
All entrepreneurs in their own right, the panel discussed whether beauty can get you ahead in your career. According to the Philips Beauty Index results, appearances do matter to 59% of women who think that being perceived as attractive is essential to career success. Mary agreed that appearances are very important in the work place as it affects the way you feel, explaining that the skin and the smile are the most significant. The highest proportion of women from the Index who thought appearance was important was China at 59%. This was not a surprise to Mary as she thought this tied in again with the confidence issue with women in the UK. Mary, who recently dyed her hair pink, said nothing had changed with her career since dying it but she felt more optimistic and youthful. Sharmadean agrees that presentation is important, “the better you look, the more you see.” 
In partnership with@Philips_UK  @CEW_UK