CAPABILITIES
As the world marks Earth Day 2022, it faces unprecedented challenges including global warming, the COVID-19 pandemic, and many racial justice movements. As the role of business continues to change more than ever before consumers and employees expect companies to address these crises and actively work toward global solutions. Investors and business partners are also looking for responsible leadership that helps improve the lives of people and the health of our planet.

The Global beauty industry is currently valued at $532 billion. However, like every other industry, the global beauty industry is also prone to constant change and growth. The ongoing pandemic also took a massive toll on this industry. This is why you need to understand the ongoing trends that will have a huge impact on the future of beauty and cosmetics in 2022.
The Global natural cosmetics market will observe an immense boost of approximately $20 billion by 2027.
1. Improved Hygiene
The ongoing pandemic has taught everyone the importance of hygiene and cleanliness in our everyday lives. The professionals expect this trend to continue in the future, even when the pandemic is finally over. This has slowly encouraged beauty brands to enter this arena.
2. Transparent Skincare
People love and demand transparency from their favorite brands. We no longer live in an era when people were unaware of the ingredients used in their favorite products. This is why people want to know what they are putting on their skin. This demand has encouraged beauty brands to sign up with third-party labs to offer complete transparency regarding skincare items. Transparency will be among the top priorities of different brands. 
3. Enhanced Blue Light Protection
Blue light is known to have damaging effects on the skin. This is where beauty brands jumped in and started working on innovative ingredients to minimize blue light’s damaging impact on our skin.
4. Liquid Makeup
This may sound odd at first. However, hundreds of different beauty companies are constantly trying to transform solid makeup items into liquid makeup. 
5. Organic and Natural Skincare Items
Another important trend that you can see in the year 2022 is that people will try to move towards organic and plant-based skincare items. Some people are already trying to minimize their impact on the environment. Skincare is the next arena that will see a massive evolution in minimizing the carbon footprint on the environment.
For La Mer, I believe that they will have to join on many trends to keep up with the cosmetics industry that is moving rapidly. 
They will need to adjust their formulas and maybe think of ways to be more attractive to clients, to show that we need their products and not other products. They need to boost their innovation to be able develop themselves, add UV protection or blue protection to their famous day creams. 
La Mer will have to look at many aspects to shape CAPABILITIES such as: 
-Moving Towards Smaller-Scale Influencers
Even though acquisition costs continue to rise, social media remains a focus in the beauty space. Companies are turning themselves towards Micro-Influencers who have greater credibility and authenticity compared to mega influencers. 
-Ulta and Sephora Will Continue to Battle for the Top Spot
For the past few years, things looked bullish for Ulta versus Sephora.
La Mer will need to be present in both retail stores to gain in notoriety and to reach as many people possible.

Micro-client brief/4C's