For younger generations, traditional notions of gender and beauty are considered more or less outdated. In order to meet changing expectations, Sephora has integrated imperfection and individuality into its narrative with a campaign showcasing the confusing path to self-acceptance.

The beauty standards of decades past are slowly crumbling as cosmetics brands strive to be more inclusive in their product ranges and marketing materials. While some are shattering ideals related to skin tone and age, Gucci has sought to spotlight dental diversity in an ad campaign for lipsticks.

Gucci is shaking up the perfume advertising industry with an ad for its unisex scent, featuring a gender-fluid cast. As people increasingly seek authentic representation in products and ads, traditionally binary advertising is being modernised to increase engagement among young consumers.

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?