What Draws Consumers to Buy Fashion? Lessons from Beauty Marketing by Delphine Buchotte

Introduction

As someone with experience in both beauty and fashion marketing, I’m frequently asked, “Are the playbooks for beauty and fashion the same?” While both industries captivate consumers through creativity and emotion, their approaches are not identical.

However, we can observe fascinating parallels. Beauty and fashion can borrow from each other’s strategies, leveraging consumer insights to inspire innovation and storytelling. In this article, I’ll explore how the industries influence each other, the consumer insights driving decision-making in both industries, and the shared challenge of staying relevant in a fast-changing cultural landscape.

1. Forward Thinking in Beauty vs. Fashion

How Beauty Leads with Innovation

Beauty is inherently forward-looking, fueled by technological advancements and the ever-evolving needs of consumers. Take the example of L’Oréal’s groundbreaking innovation, L’Oréal Cell Bio Print, unveiled at CES. This technology represents the future of personalized beauty, showcasing how beauty brands consistently push boundaries to predict and address emerging consumer demands.

Beauty thrives on immediacy and efficacy. For instance, in my time at L’Oréal, we relied on Google trend reports and emerging keywords to refine go-to-market strategies and influence product development. Today, social media platforms like TikTok and Instagram have become the new search tools, offering real-time insights into consumer desires.

Fashion’s Cyclical Nature

In contrast, fashion is trend-driven and works in cycles. Trends from the past frequently resurface, reimagined for modern audiences. For example, Zootopia, (Animal prints) are a top trend for 2025, including animal-shaped bags and bag charms. It’s a comeback! Animal prints have been a part of fashion for decades, and they often return to popularity with great success.

Fashion also relies on consumer insights but applies them differently. During my time at Diane Von Furstenberg, influencer insights revealed that the iconic wrap dress was being styled in unexpected ways—worn open over jeans, for example. These insights inspired a fresh wave of content and storytelling around this timeless piece.

2. How Fashion Borrows from Beauty Categories

Beauty’s segmented marketing strategies often serve as inspiration for fashion. Let’s explore these parallels:

a. Makeup: Impulse-Driven, Trend-Oriented, and Runway-Inspired

Makeup thrives on immediacy and visual impact, and can be driven by seasonal trends and runway looks. The glass-skin effect (dewy complexion) was popularized backstage at fashion shows, with makeup artists like Pat McGrath experimenting with ultra-highlighted skin. The trend has since been embraced by beauty brands like Rhode (the “glazed donut look” by Hailey Bieber) and consumers seeking a radiant, luminous appearance.

Another example that speaks to the importance of the visual impact of a makeup product is Milk Makeup’s Jelly Tint. The product went viral for its unique texture and trendy appeal. The tactile, bouncy texture evokes a sense of playfulness, sparking an irresistible impulse and urge to try it.

In fashion, these same principles apply. Runway trends inspire consumer purchases, often amplified through collaborations. An excellent example of a brand collaboration inspired by a fashion trend from the runway is Nike x Jacquemus combining Jacquemus’ minimalist aesthetic with Nike’s functional sportswear. It was inspired by the increasing popularity of athleisure on runways, where high-fashion designers began incorporating sporty silhouettes into their collections. This trend was prominent in shows like Chanel’s gym-inspired couture or Off-White’s athletic-meets-streetwear looks.

b. Skincare: Problem-Solution Framework

Skincare appeals to consumers by addressing specific concerns, such as acne or aging. The rise of beauty devices- such as LED devices- demonstrate how consumers prioritize efficacy and are ready to invest in science-backed at home-solutions.

Fashion brands adopt a similar problem-solving approach. Brands like Dolan (scrubs) and Skims have redefined inclusivity and fit, offering solutions for all body types. These brands don’t just sell clothing; they provide? best fit, comfort, confidence, and functionality, for all types of bodies mirroring the problem-solution framework of skincare.

c. Fragrance: Emotion, Craftsmanship, and Ingredients

Fragrance marketing is rooted in storytelling and sensory appeal. When working on Armani Privé, we focused on conveying the olfactory expression of haute couture through noble ingredients and artistic craftsmanship. More recently, when working on the launch of Boy Smells first fragrance collection, we tapped into storytelling of self-awareness and quality of premium ingredients to create a strong emotional connection with consumers.

Luxury fashion brands are best in class to emphasize craftsmanship and heritage. Hermès, for instance, integrates meticulous artistry and storytelling into every product, from its iconic Birkin bags to its silk scarves, evoking emotion and inspiring purchase.

3. The Shared Challenge: Staying Relevant in a Changing Landscape

Both beauty and fashion face the same challenge: staying culturally relevant in an ever-changing world.

The Power of Cultural Influencers

Influencers, content creators, and opinion leaders have become essential in shaping trends and influencing consumer behavior. In beauty, TikTok has revolutionized product discovery. For example, viral TikTok reviews have turned niche products into global sensations overnight.

Fashion, too, has embraced influencers to drive relevance. Loewe’s collaborations with cultural icons such as Chinese actor and singer Wang Yibo have helped the brand maintain its status as a leader in high fashion. Similarly, capsule collections often combine artistry and accessibility, capturing the zeitgeist of a moment like Louis Vuitton’s collaboration with Yayoi Kusama.

Conclusion: Merging Playbooks for Consumer Connection

While beauty and fashion have distinct playbooks, their strategies often inspire each other.

To thrive, both industries must stay culturally aware, leveraging the right voices and adapting to shifting consumer expectations. As the interplay between beauty and fashion continues to evolve, we can expect even more creative crossovers that redefine how we connect with consumers.

The future of beauty and fashion is not just about trends or products—it’s about creating meaningful experiences that resonate on both an emotional and practical level.

Authored by Delphine Buchotte