Thoughts on trend predictions

When doing so I would counsel that there is a genuine connection between what you’re promoting and a trend, movement, or buzzword to avoid the look of bandwagon-chasing. Tenuous links can be misleading, baffling or just plain cringe-worthy.

If you’re predicting ‘the trends that may break the internet’ – as opposed to aligning with ones that are already being talked about – they need to be plausible and more than an echo of your clients’ USP. 

Another turn-off is pushing something old hat as new. Sure, pitch vegan beauty for ‘Veganuary’ round-ups, but don’t dub it The Next Big Thing.    

If you’re after more than a product mention, it helps to bring backup. When it comes to reporting on trends, we love shopping stats, clinical data and ideas anchored by academic studies. Or – though no doubt more costly to you – commentary from the likes of forecasters, analysts, formulators, and authorities in a trend’s subject matter. 

And A+ for anyone naming the next ‘maskne’, ‘skinimalism’, ‘cleanical’ et al.

A catchy portmanteau can go a long way.