CLASS OF 2020
THE FUTURE OF WELLBEING
Watch the 2020 Capstone Research On-Demand
U.S. Wellbeing: Beyond Beauty
This research examines how U.S. beauty consumer behaviors, attitudes, and expectations have evolved to prioritize a happy and fulfilled life through physical and mental wellbeing. In order to meet consumer expectations, the beauty industry will need to evolve and move beyond surface definitions of beauty and redefine its purpose. This study identifies strategies for the beauty industry, corporations, and brands to future-proof their businesses to remain relevant.