Sharing Trend Predictions Authentically

This spring, beauty trend predictions are starting to feel as bandwagonny as some of the beauty trends themselves. Ironically, I’m sensing that forecasting can feel tired, as more and more people become preoccupied with predicting the future.

Don’t get me wrong, I love tuning into trend presentations and hearing top tier talent in the industry share what what’s unfolding from the cutting edge. It’s one of the most interesting aspects of my job. But the influx of #trendpredictions has become overwhelming and uninspiring – as one of my favourite hairstylists, Tom Smith, recently flagged. “When everyone and their nan jumps on the hair trend forecasting bandwagon without doing their due diligence, research, references,” he noted on Instagram. “By all means, join, but take it seriously.” Coined ‘the hairvoyant’ (hat tip to Muse PR for that) in recognition of his trend forecasting expertise, Smith certainly does take it seriously – and he won’t call ‘a trend’ until he’s felt something’s presence via various contexts and platforms. Therefore, I trust his authority.

I also trust that of celebrated hairdressers Zoe Irwin and Nicola Clarke, who present seasonal trend edits to press on behalf of John Frieda salons (for which they represent). They talk about movements that evolve over time rather than solely by season and reveal the real shifts advancing in-salon. Being behind the hair of many a model and actor, they also highlight how it can take the influence of just one famous face to set a trend (see Hailey Bieber as last year’s poster girl). Sometimes it’s simple – and I’d rather that the obvious was recognised than inauthentic ideas churned out to feed an appetite for newness.

The trend predictions journalists receive via PRs can enhance the credibility of the personality or brand they represent. But unfortunately, it can also do the opposite. As ever, authenticity and expertise wins – so let’s all think before we forecast.