Crystal Balls At The Ready

Phew. Now that this year’s Black Friday circus has subsided, shopping content isn’t necessarily the current number one priority for lifestyle publications. For me, as a beauty journalist, this means more space to focus on trends ­­– and I’m thinking ahead to what the industry will feel like in 2024.

I’ve already received some excellent trend reports from PRs, compiling predictions from their clients. While no doubt time consuming to produce, these prove valuable resources, combining commentary with context and wider industry insight.

I’ve also found it useful to receive emails highlighting innovation launching next year. A window into how brands are investing their time and resources can mirror elements of the market at large. Plus, product intel helps make such editorial more shoppable down the line (that cyber sale energy is hard to shake, am I right?).

Additionally, bespoke trend commentary is also well received, and I love it when this comes in the form of expert quotes that go heavy on the insight and light on the promo. Do remind your clients: a product or service should typically support a trend, as opposed to being The Trend itself.

Alternatively, consider addressing other angles. Are the brands you’re representing aligning with any big moments next year? Do they have a cult fan base brewing? Can they share data demonstrating they’re set to skyrocket? Generally, these things wouldn’t make for standalone stories, but within a trend round-up they can be richly relevant.