Why beauty brands need H.O.N.E.S.T.Y.

Free The Birds’ Nick Vaus explains the acronym by which brands should live in 2019 to win the hearts and minds of beauty consumers, and the ways in which these are being visually realised

It is fair to say that 2018 was a time of division over pretty much everything. Whether Brexit, Trump, gender identity, race, influencer fraud or vaccinations, debate exploded online and in person, sometimes unpleasantly.

Avoiding conversations entirely isn’t possible for brands. The recent YouGov Social Voice of Brands report found 58% of Brits and Americans think it’s important that brands have a clear, transparent point of view on wider social issues.

The question then becomes, what should beauty brands have a point of view on?

It isn’t about politics per se. At Free The Birds we say, “don’t act ugly.” This means respecting each other, our clients and the wider world – acknowledging the most challenging areas of beauty consumerism and tackling them head on.

With that in mind, we’ve mapped the areas where today’s consumer expects brands to . . .

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