Aesthetic Communities and the Brands they Champion

As anyone who’s ever scrolled through an Instagram feed can tell you, sometimes thousands of different posts seem to fit neatly into just a few perfectly curated boxes. Thanks to both users’ shared interests and influencers’ knowledge of trends, popular content often bears distinct aesthetic similarities, and its creators can be grouped into “families” of like-minded enthusiasts. While this phenomenon is common across multiple verticals, it is especially prominent within the beauty and lifestyle spaces, where countless such groupings have proliferated on social media. In this report and webinar, we examine several of these distinct aesthetic groups, from skincare flat-lay enthusiasts to Professional Haircare Stylists.

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