Nordic beauty as a future megatrend : future scenarios
Leskinen, Sini (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505079564
https://urn.fi/URN:NBN:fi:amk-202505079564
Tiivistelmä
This thesis explores the potential of Nordic Beauty to emerge as a global beauty trend, with a focus on the German beauty market. As Korean beauty has gained significant global attention, this study investigates whether Nordic Beauty, with its emphasis on sustainability, simplicity, and ethical production, could follow. The research aims to provide strategic insights for Nordic Beauty Import Inc., a Finnish company present in the German market, to help them expand and strengthen their position in a rapidly evolving beauty industry.
A multi-method, future-oriented research design was employed, combining primary consumer data from a survey conducted in Germany and secondary data analysis. The theoretical part defines the most relevant concepts such as the current beauty industry, trends, megatrend, and black swans. Additionally, it discovers consumer behavior and Foresight. The current market situation is analyzed using the PESTE (Political, Economic, Social, Technological, and Environmental) analysis tool.
The future research tools introduced are such as the future table and scenario planning which were used to construct three possible future scenarios for Nordic Beauty in Germany: plausible, desirable, and avoidable.
The findings suggest an alignment between the core values of Nordic Beauty and the growing demand in Germany for sustainable, ethical, and natural beauty products. Despite relatively low awareness of Nordic Beauty in the German market, there is a clear opportunity for growth, especially as consumers increasingly prioritize sustainability and transparency. However, to successfully seize this opportunity, Nordic Beauty brands must focus on effective communication, brand innovation, and adapting to technological advancements in personalization and e-commerce.
By leveraging their unique value proposition and aligning with evolving consumer preferences, Nordic Beauty has the potential to become the global beauty megatrend.
A multi-method, future-oriented research design was employed, combining primary consumer data from a survey conducted in Germany and secondary data analysis. The theoretical part defines the most relevant concepts such as the current beauty industry, trends, megatrend, and black swans. Additionally, it discovers consumer behavior and Foresight. The current market situation is analyzed using the PESTE (Political, Economic, Social, Technological, and Environmental) analysis tool.
The future research tools introduced are such as the future table and scenario planning which were used to construct three possible future scenarios for Nordic Beauty in Germany: plausible, desirable, and avoidable.
The findings suggest an alignment between the core values of Nordic Beauty and the growing demand in Germany for sustainable, ethical, and natural beauty products. Despite relatively low awareness of Nordic Beauty in the German market, there is a clear opportunity for growth, especially as consumers increasingly prioritize sustainability and transparency. However, to successfully seize this opportunity, Nordic Beauty brands must focus on effective communication, brand innovation, and adapting to technological advancements in personalization and e-commerce.
By leveraging their unique value proposition and aligning with evolving consumer preferences, Nordic Beauty has the potential to become the global beauty megatrend.