In this episode of Demystifying Cosmetics, host Jennifer Cookson sits down with beauty trend strategist Marta Ponzone, founder of Terra Innovation Studio. Marta unpacks the power of micro trends and how they differ from fleeting fads. She shares how brands—big and small—can detect, validate, and act on emerging signals to stay ahead in a saturated market. They dive deep into the evolving role of AI, the influence of Asian beauty formats, and how brands can balance innovation with brand integrity. If you’re in product development, marketing, or just love decoding beauty industry shifts, this is a must-listen.
Takeaways:
• Micro Trends ≠ TikTok Trends: True micro trends emerge from niche communities and early consumer behavior—not social media aesthetics.
• AI is a Tool, Not the Answer: AI can help spot emerging themes at scale but lacks the human nuance needed for formulation feasibility, sensorial experience, and brand fit.
• From Indie to Mainstream: Many trends start in indie brands or pro communities before hitting the mass market—like tubing mascaras and skin barrier repair.
• Localized Insights Matter: While trends are increasingly global, local cultural nuances still affect adoption and success.
• Emerging Opportunities: Cushion foundations for diverse skin tones, biotech-based skincare actives, and texture-forward formulas are areas of white space.
• Consumer Closeness Wins: Innovation isn't just about new tools—it’s about deep listening, asking the right questions, and creating in collaboration with your community.
Timestamps:
00:00 – Start
00:55 – Meet Marta Ponzone: Founder of Terra Innovation Studio
01:48 – What are micro trends and why do they matter?
03:42 – Examples of micro vs macro trends in beauty
04:39 – Tubing mascaras & skin barrier repair as case studies
07:26 – Cutting through the noise in a saturated beauty market
09:18 – How Marta tracks launches and identifies what's new
13:33 – The role of AI in trend forecasting and where it falls short
17:22 – AI on a budget: Tools small brands can use
20:34 – Asking better questions for true innovation
24:25 – Real-world insights from observing consumers
27:32 – Generational shifts in how people learn beauty routines
30:08 – Are micro trends local or global?
32:53 – Translating a trend into a viable product
35:33 – Balancing product timelines with fast-moving trends
39:19 – Looking outside beauty: Inspiration from food, wellness, fashion
43:07 – Concept testing: When consumers don’t know what they want (yet)
45:27 – Iteration vs. claim validation in consumer testing
47:49 – The future of texture and sensoriality
49:43 – Sustainability, transparency & biotech-based ingredients
53:19 – Opportunities: Cushion foundations & nano-needling
57:34 – Climate change and foundation formulation
59:24 – Outro and how to connect with Marta