Zizwe Ukhangayo: Ukubheka Lokhu Okubalulekile Kwethrendi Yobuhle yango-2025

Izwe lanamuhla lobuhle lihluke kakhulu kunaseminyakeni embalwa edlule. Abathengi baya ngokuya bebalekela imikhiqizo emaphakathi ezizwa ingajwayelekile - manje sebefuna imikhiqizo yobuhle nokuzizwisa impilo kahle okubabandakanya ezindleleni eziphumuzayo nezidlalayo. I-shopper yesimanje ikwazisa ukuthi imikhiqizo izizwa kanjani ngokomzwelo, iyibeka ezingeni elifanayo nezinzuzo zomzimba nokusebenza.

Ukusho lokho, imijikelezo yomkhiqizo emangalisayo yonke indawo, futhi abathengi abafuni ukucabanga kakhulu mayelana nokukhetha kwabo. Esikhundleni salokho, bafuna imikhiqizo ebanika isipiliyoni esiyingqayizivele, futhi, ukudala amathuba amasha kubathengisi.

Kulesi sihloko, sizobheka ukuthi amabhrendi angasebenzisa kanjani “imizwa ekhangayo” ukuze abhekelele lezi zethameli eziqhutshwa ngobuhle ngo-2025.

Okuqukethwe
Amathrendi angu-5 “okuhehayo” ongawabuka ngo-2025
    1. “Ubuhle” bokunethezeka: Injabulo ngokuklama
    2. I-Tactile hedonism: Ukusuka ekunukeni kuye ekuzweni
    3. Ukwakheka okudlalayo: Buyela kusimangaliso esifana nesengane
    4. Isidingo esijulile sobuvila: Induduzo yokwelapha
    5. Ukunethezeka okumnyama: Ama-Dystopian goosebumps
Isiphetho sendaba

Amathrendi angu-5 “okuhehayo” ongawabuka ngo-2025

1. “Ubuhle” bokunethezeka: Injabulo ngokuklama

Ingabe abathengi bakho bayakwazisa ukusebenza futhi bayakujabulela imiklamo emihle? Uma benza, bazowuthanda lo mkhuba. “Ubuhle” bokunethezeka buhlanganisa yonke into kusukela ezintweni ezincane kuya emikhiqizweni esezingeni eliphezulu, futhi enye yezindlela ezingcono kakhulu abathengisi abangasebenzisa ngayo lo mkhuba ngokugqugquzela ukunethezeka “okungenacala”.

Ngamafuphi, ayikho indlela engcono yokujabulela isiko “lokwelapha” kunemikhiqizo eklanywe ngokucatshangelwayo, enemisebenzi eminingi. Lokhu kuqinisekisa ukuthi abathengi bazizwa sengathi bathola ukuzizwisa okunethezeka ngaphandle kokulimaza iplanethi. Thatha Isevisi Ethambile yomkhiqizo waseMelika, isibonelo, i-Theraplush Overnight Hand Hand Repair Treatment iza ngephakheji esesitayeleni, ephihlizekile, ephuzi bhotela ephindwaphindwa kabili njengendawo yasebusuku kanye nesibambi sobucwebe.

Ukungena kumagugu amasiko elinye isu elisebenzayo kulo mkhuba, ikakhulukazi uma lihlanganiswe nobuciko obudonsa amehlo. Umphumela uba imikhiqizo esebenzayo kodwa emihle eyakha ukuxhumana okungokomzwelo futhi uzizwe unenjongo.

Abathengisi kufanele baqinisekise ukuthi bamaketha le mikhiqizo “yobuhle” ewubukhazikhazi njengenenjongo ukuze abathengi bazizwe bekufanele ukutshalwa kwezimali. Olunye uhlobo lomkhiqizo olukhulise leli qhinga i-UK brand HUE, okupakishwa kwayo kwe-Dark Spot Night Serum SUPRA-EGG yakhiwe izingcweti zensimbi eTurkey futhi kungasetshenziswa njengesiqukathi esincane sokulondoloza izinto ezigcinwayo.

Izigaba ezibalulekile zale threndi: Izimonyo zombala, amathuluzi nezinsiza, nokunakekelwa kwesikhumba

Imikhiqizo engukhiye: Amathuluzi obuso, amathuluzi ezinwele, nama-lipstick

2. I-Tactile hedonism: Ukusuka ekunukeni kuye ekuzweni

Imakethe yobuhle ingena esikhathini lapho abantu befuna imikhiqizo eminingi nolwazi olubandakanya zonke izinzwa zabo. Imikhiqizo ingena kuphunga, ukuthungwa, kanye nomklamo ngoba abathengi bafuna izinto ezimangazayo, ezijabulisayo, nezibasiza ngezindlela eziphusile. Yilapho i-tactile hedonism ingena khona.

Lo mkhuba ugxile ekudaleni imiklamo evusa imizwa ethile noma ukuziphatha. Isibonelo, i-Vyrao (UK) inikeza "ama-neuroscents" aklanyelwe ngokwesayensi ukuthuthukisa isimo sengqondo nokucaca kwengqondo. Kodwa akugcini lapho. I-Tactile hedonism iphinde isize ukuklama imikhiqizo enokwakheka okuhlukile ukuze ibambe ukunaka kwabathengi futhi ibanikeze umuzwa ojabulisa kakhudlwana.

Umkhiqizo wase-Japan i-Nadeshiko ubonisa amandla aphelele ale threndi Nge-Cool Essence Cotton Maker, efafaza ifomula ephenduka ibe amaphedi kakotini aqinile, apholile asiza ukunciphisa izimbotshana.

Ngaphezu kwalokho, nge 4% kuphela yemikhiqizo yobuhle ehlinzekela abathengi abakhubazekile nabahlukahlukene, ukubeka imiklamo evumelana nokuthinta kuyindlela enhle yokwenza imakethe ibandakanye kakhudlwana futhi ifinyeleleke.

Izigaba ezibalulekile zale threndi: Ukunakekelwa kwesikhumba, ukunakekelwa kwezinwele, amakha, nokugeza nomzimba

Imikhiqizo engukhiye: Izinto zokuhlanza, ishampoo, izinto zokugeza umzimba/izikhuhla, izikhuhla ekhanda, iziqholo, kanye nephunga lasekhaya

3. Ukwakheka okudlalayo: Buyela kusimangaliso esifana nesengane

U-2025 uzophinde akhunjulwe ngemikhiqizo egcizelela ukwakheka nemiklamo ekhumbuza abathengi ngenjabulo efana neyengane. Lezi zakhiwo ezidlalayo ziyanelisa, ziyajabulisa, futhi ziyamangaza, zizenza kujabulele ukuzisebenzisa, nazo. Umgomo lapha uwukuklama imikhiqizo edlalwayo, engapheli evusa ubumnandi nokudala.

Nasi isibonelo esihle: Umkhiqizo wase-Italy u-Eigenmann & Veronelli udale i-Playdough Patch-to-Cleaser efakwe ku-skincare ephenduka ibe ubisi oluthungwayo lapho abathengi beyixuba namanzi. Ngokufanayo, i-Bubble Cleanser ye-Kefil yomkhiqizo wase-Indonesia (naphezu kokwenza isikhathi sokugeza sibe mnandi ezinganeni okuyisona esiqondiswe kubo) ibe yintandokazi ku-Gen Z kanye nabasebenzisi be-Millennial TikTok abathanda izici zayo ezikhipha amagwebu, ezibaziweyo, ne-ASMR.

Elinye i-engeli amabhizinisi angathatha ngalo ukugxila emikhiqizweni enobumnandi, ukwakheka okusebenzisanayo njengamajeli e-bouncy noma amagwebu athambile. Cabanga ngokudweba ugqozi oluvela ku-Milk Makeup (US), enikeza i-Jelly Tints enokwakheka okuthambile, okupholisayo okushibilika ngokushelela ezindebeni nasezihlathini, okuholela ekuzizweleni okusha kubathengi abaningi.

Izigaba ezibalulekile zale threndi: Ukunakekelwa kwesikhumba, ukugeza nomzimba, nezimonyo zombala

Imikhiqizo engukhiye: Izinto zokuhlanza, ama-lipstick, ama-moisturizers, nama-blush

4. Isidingo esijulile sobuvila: Induduzo yokwelapha

Kuphinde kwaba nokushintsha kokugxila ekuphumuleni nokulala, njengoba abathengi abaningi beqonda ukubaluleka kokuphumula okufanele. Lokho kusho ukuthi amabhizinisi kufanele futhi anikeze ngemikhiqizo esiza ukushintsha amakhaya awo noma amagumbi okulala abe yizindawo ezithokomele, ezizungezile zempilo. Abathengisi abafuna ukukhulisa le threndi bangagxila emikhiqizweni yobuhle egxile ebuthongweni eshintsha isikhathi sokulala sibe ukuzizwisa ukuzinakekela.

I-SOVA yase-Singapore isebenzise le threndi ngokunikeza umcamelo kasilika kamalibhele ofakwe i-hyaluronic acid, ehlinzeka nge-hydration ehlose ukugcina abasebenzisi benethezekile ngenkathi belele. Olunye uhlobo lomkhiqizo owenza into efanayo wuhlobo lwezingubo zokulala i-Lunya, oludala izindwangu ezifakwe izithako ze-skincare ukuze zenze ukwelashwa okugcwele umzimba futhi zibonise izindlela ezintsha zokuletha izinzuzo zobuhle.

Lo mkhuba futhi uveza ithuba elihle kumabhizinisi ukuthi angenele isidingo esikhulayo sokulungiswa kokulala nemikhiqizo yokuphumula. Isibonelo, uhlobo lwase-UK lwe-Ancient + Brave lunikeza isiphuzo se-Cacao + Collagen esiza abasebenzisi baphumule ukuze balale kangcono kuyilapho bondla isikhumba sabo.

Abathengisi bangakwazi futhi ukuthatha ikhasi encwadini yebhizinisi yomkhiqizo wase-Austrian uSusanne Kaufmann. Lo mkhiqizo uhlinzeka ngamafutha e-Hayflower Bath, afaka amanzi emzimbeni futhi athobe ingqondo. Ngisho namadivayisi angasiza ekungeneni kulo mkhuba, njenge-US-based Current Body, enikezela ngedivayisi yokwelashwa kokukhanya kwe-LED ekhaya, iletha ukubuyisela okubuyisela, ukunakekelwa kwekhwalithi yomtholampilo.

Izigaba ezibalulekile zale threndi: Ukugeza nomzimba, ukunakekelwa kwesikhumba, nokunakekelwa kwezinwele

Imikhiqizo engukhiye: Izifihla-buso zasebusuku, amafutha okugeza/usawoti, namathuluzi obuso/omzimba/ezinwele

5. Ukunethezeka okumnyama: Ama-Dystopian goosebumps

Iphunga, umbala, nokuxoxwa kwezindaba kuzoba ukhiye ekudaleni imizwa yelukuluku, ukumangala, kanye nokungakhululeki - konke kuyingxenye yethrendi "yokuzwakala ekhangayo". Kuphelile ingxenye yabantu emhlabeni jikelele (57%), ikakhulukazi iMillennials (67%), bajabulela ukuzizwisa “okubenza bagabe.” Abathengisi bangakwazi ukungena kulesi sifiso besebenzisa ukupakisha namaphunga agqugquzelwe yi-dystopia ne-mysticism.

Isibonelo, iphunga lomkhiqizo wase-US i-Baude's Darkwave Utopia lihlanganisa umqondo okahle wendawo yaseMelika kanye ne-gothic twist, okwenza inhlanganisela ye-mystique nobukhazikhazi. Ukwengeza, abathengisi bangagxila kumakha agqamile abeka iphunga elimnyama kumaphunga ajwayelekile noma athule amasha angaxakile, athakazelisayo.

Isibonelo esisodwa ongasibuka lapha wuhlobo lwaseRomania i-Toskovat, elenza iphunga elimnandi eliyingqayizivele nelivusa inkanuko njengokuthi “Ububi Obungenakuthethelelwa,” obunamanothi angalindelekile esibhamu, igazi, namabhandeshi. Khumbula ukukhuthaza abathengi ukuthi bamukele uhla olugcwele lwemizwa yabantu nge-Alt-Optimism kanye namaphalethi ajulile, amnyama.

Izigaba ezibalulekile zethrendi: Iphunga, izimonyo zombala, namathuluzi kanye nezinsiza

Imikhiqizo engukhiye: Amakha, ama-lipstick, ama-eyeshadows, namathuluzi obuso/omzimba/ezinwele

Isiphetho sendaba

Ucwaningo kusukela kubacwaningi base-Universidad de los Andes e-Colombia bathole ukuthi ukwakheka, ukupakishwa, neziqholo kuthinta kakhulu indlela abathengi abazizwa ngayo nababona ngayo imikhiqizo. Ukupakishwa kwezinto eziningi kanye nokwenziwa okungalindelekile (njengamajeli, uwoyela, namagwebu) kungakhanga kakhulu abathengi bakwa-Gen Z. Sekukonke, "imizwa yokuheha" yinto enkulu elandelayo ka-2025, futhi lezi zitayela ziyindlela engcono kakhulu yokukhulisa lesi sidingo esikhulayo sokunethezeka, ukushuba kwemizwa, kanye nokukhanga kwezinzwa.