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My Role & Background

My role is developing brand concepts and voice. I have a background in creative writing, editorial copy, and product development.

What is a beauty trend that you're looking forward to seeing develop?

The impending impact of menopause focused innovation to truly help a demographic that has long been overlooked, but represents 50% of the workforce. According to research, it is believed that within 7 years (by 2030) the world population of menopausal and postmenopausal women is projected to increase to 1.2 billion (compared to 467 million in 1990), with 47 million new entrants each year. This is a powerful community with a new representation in the social conscious demanding change, innovation and support. I think this represents an exciting era for NPD, communication in our industry, but as a wider society too as we more openly embrace the continually shifting hormonal landscape of women.

What do you think of the current state of the beauty industry?

I see things that are waiting in the wings, ready to burst on the scene. I think mental health and physical wellbeing is an area that will demonstrate evolution in the face of a society disillusioned with vanilla, “samey” solutions, short-term fixes and an apathy to the traditional approach to wellness. So right now, I think there is not a lot to get excited about – but I think it’s coming, as society is at a cross roads of acceptance to vagueries and empty promises.

My advice to beauty brands:

Speak with authenticity and from a place of passion. Find your unique perspective and be present in the brand.

The Red Tree is the UK’s leading international beauty brand consultancy and a powerhouse of ideas, insight and inspiration. For an informal discussion on how we might help you, please contact us.

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