VisualGPS Creative Trends Culture Beauty Visuals Redefined

Getty Images’ VisualGPS research reveals that social media serves as a primary source of inspiration for 61% of European users, acting as the birthplace for so many viral micro‑trends, where terms like "siren eyes" are distinct from “puppy eyes” and "dolphin skin” is not to be confused with “glass skin”. However, these platforms also provide a space for more authentic beauty experiences, such as “Get Ready With Me” videos,  which resonate with millions due to their relatable, accessible and unfiltered visual approach. This creates a paradox: While 69% of Europeans feel that social media exposes them to new perspectives, over 40% believe it promotes unrealistic body types and standards.
 
This is an opportunity for beauty brands to embrace more authentic visual approaches focusing on holistic health. Consumers are increasingly interested in the connection between internal health and external beauty, with 82% believing that mental wellbeing enhances their physical appearance and 65% seeking science‑backed personal care products to support their mental health. Brands can redefine beauty visuals by showing individuals from diverse backgrounds engaging in self‑care beauty routines in real bathrooms and homes. Don’t forget to explore the communal aspects of self‑care by showing how beauty routines connect families and friendship groups. Show beauty rituals as joyful experiences without judgment.

Our VisualGPS research reveals a 64% increase of visuals featuring older generations by beauty industry customers over the last five years. Yet, despite this progress, ageism remains prevalent and is the most common bias encountered by European older adults. The pressure of aging is particularly pronounced for women, with some girls starting anti‑aging routines as young as 10.¹ Visual stereotypes most popular with Getty Images customers in the last 12 months often portray a narrow view of older women—typically glamorous, slim with sleek, silver hair and smooth skin—while older men are largely overlooked.  

The beauty industry has a significant opportunity to disrupt by celebrating the full spectrum of aging, showcasing diverse bodies and faces, skin tones and hair textures. By adopting a more inclusive lens, brands can celebrate the positives of aging and self‑care. Explore visuals that reflect real‑life settings, highlighting communities among older adults. Celebrate the positives that come with age with vibrant colours and dynamism showing aging as continuous blooming and personal growth. And let’s not forget men in beauty visuals. 

Body image concerns vary. Getty Images' VisualGPS research shows that often women feel pressure to conform to a youthful and thin body type, while men are more likely to experience body bias related to being perceived as being too thin or short. Social media trends like ‘jaw maxxing’,² or gymfluencing,³ further promote a competitive vision of masculinity. Visuals play a crucial role in shaping perceptions among youth. Our VisualGPS image testing reveals that male Gen Z are drawn to visuals that embodies traditional masculinity, emphasising success and power. 

However, the beauty industry rarely shows teenage boys, with only 6% of visuals most popular with Getty Images customers featuring teenage male‑identifying individuals. This visibility gap can hinder positivity and self‑confidence among young men. Beauty brands have an opportunity to close this visibility gap and cultivate more inclusive narratives around masculine beauty for all ages. Explore visuals that show the social aspect of beauty rituals and multi‑generational self‑care.

Beauty brands have a great opportunity to redefine how beauty looks by breaking with visual stereotypes. By positively bringing a more inclusive lens to aging, closing the visibility gap on masculine beauty and ultimately leaning into playful, social beauty self‑care, beauty visuals become more relatable.

Sources

[1] Glossy
[2] The Guardian
[3] Brothers in Arms