The New Beauty Playbook:
Longevity of Business
The traditional brand playbook no longer works. Today, the market is saturated and the consumer is moving faster than ever. What separates the brands that survive the next ten years comes down to two foundational forces, built at the same time: Trust and Desire

The Stakes
2/3 new businesses will close their doors within the next decade.
U.S Bureau of Labor Statistics
Half of the S&P 500 will be replaced in the same ten years.
Source: Innosight, Corporate Longevity Forecast

Trust + Desire
Trust
30% of consumers actually trust brands.
Source: PWC Trust in US Business Survey (2024)
80 say they will actively choose brands they trust, even if they cost more.
Source: Marketing Interactive
Desire
54% of consumers say their brand is just a product, replaceable any day.
Source: FIT Business of Longevity US Consumer Survey (2026)
Emotionally connected consumers have
306% higher lifetime value.
Source: Motista. (2018)

The Playbook for the Next Decade
Building Through Three Levers
Peer to Peer
45% trust family & friends over all other voices.
Source: FIT Business of Longevity US Consumer Survey (2026)
Culture
Spending on a belief system matters more than spending on a brand
— Claus Sendlinger, Co-founder, Slow
Experience
61% of customers want brands to help them feel and experience more intense emotions.
Source: Wunderman Thompson Marketing Research Agency

3 levers → Trust + Desire → Longevity of business
Be trusted enough to stay.
Be desired enough to matter.
This research is protected by graduate Lamis Alkhatib, Aamir Attarwala, Alice Divan, Lauren Furnari, Maksoom Zahara, Miranda Spears, Yeon Roh.