
Published 06 October 2025
Young consumers are asking brands to plug the fun back into beauty with playful packaging, sensorial experiences and uplifting scents. Childhood nostalgia emerges as a key strategy.



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A renewed fascination with bathing, thanks to a flourishing movement of consumers engaging with restorative, sensorial and grounding rituals, is presenting the practice as a powerful touchpoint for beauty and wellness brands. From the bathhouse revival and reimagined leisure culture to bath-led bodycare, thermal water...