Ciara Murphy

Edible beauty

Educated beauty consumers are exploring the close relationship between what they eat and their skin's health. 

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Beauty + food - a topical trend space to take note of

As consumers become better informed about their individual skin needs, there is a growing awareness of the symbiotic relationship between diet, skincare and appearance.

Catalysed by Covid, we’ve seen a huge increase in engagement on the Codec platform with education and upskilling content; with consumers seeking ways to boost immune systems through optimised diets, vitamins and minerals.

There’s also a growing consciousness and acceptance of the link between functional foods and skin health, reflected in Google search trends and GWI analysis. 

A steady increase in engagement with skin health content across beauty communities tracking on the Codec platform
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AS LINKS BETWEEN FOOD & SKIN HEALTH START TO STRENGTHEN, THE LINES BETWEEN NUTRITION & BEAUTY BEGIN TO BLUR.

In EDIBLE BEAUTY, we explore - 
- the evolution of the beauty + food trend
- content that resonates among beauty communities
- opportunities for brands to connect with authenticity.  

READ THE REPORT

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Fusing AI-driven cultural intelligence with human imagination, we help brands to discover and tap in to pockets of culture that drive growth. We harness cultural data to inform every step of the marketing process - from brand strategy through to creative approaches, through to activating in media.

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