In a sector increasingly driven by the search for authenticity and reassurance, NRJ Global unveils the first edition of its Beauty Insights study. The report explores women’s relationship with beauty and the growing role of audio in their purchasing decisions (analysis by Jean-Emmanuel de la Saussay, sociologist and founder of the Storymind Institute), while also examining the impact of mental imagery on brand performance (Iligo Institute).
BEAUTY: BETWEEN MATERIALITY AND THE SEARCH FOR MEANING
With superficial promises now a thing of the past, women are once again placing performance, texture and ingredients at the heart of their purchasing criteria (1). Beauty is much more than a mere aesthetic attribute: French women see it as a key driver of self-confidence, and 58 per cent say that cosmetics help them feel good about themselves (1)
But the study also reveals a sense of unease: 91 per cent of female consumers doubt the sincerity of beauty content shared on social media, which for many has become an ‘anti-safe space*’ where filters distort reality and undermine self-esteem(2).
RADIO AND AUDIO: A SAFE HAVEN FOR MEDIA
Amidst this mistrust, one medium is coming out on top: audio.
Powerful (82 per cent of female beauty consumers listen to the radio)(1) and, above all, credible (91 per cent trust it)(3), it re-establishes an intimate and reassuring bond between consumers and brands. The study shows that 86 per cent of female listeners perceive brands featured in audio content as ‘closer’ to them(2) and 90 per cent feel that radio makes them seem ‘more genuine’(2).
Because it takes the time to explain, embody and reassure, audio becomes a medium of sincerity, where the voice replaces the filter and trust regains its rightful place.
Read the analysis by Jean-Emmanuel de la Saussay, sociologist and founder of Storymind
THE EVOCATIVE POWER OF SOUND
Research carried out with Iligo as part of the Listen & Feel programme confirms that audio enhances memory, emotion and brand credibility. A recognisable sound signature increases spontaneous brand recall by 50 per cent(4), whilst a combination of audio and video generates up to 36 per cent more advertising recall(5).
As part of a shower gel brand’s marketing campaign, and thanks to generative artificial intelligence, the study also reveals how sound enriches the brand’s imagery, enabling it to speak to each and every individual: simply listening transforms an everyday activity, such as showering, into a sensory and emotional experience.
Read the analysis by Jérôme Thellier, Head of Marketing Efficiency at Iligo
BRANDS EMBRACING SOUND
Several campaigns are already illustrating this trend.
Cacharel (L’Oréal Group) partnered with Santa’s song ‘Chanter le monde’ for their ‘Ella Ella’ fragrance as part of a cross-media strategy that included NRJ radio.
L’Oréal Paris chose Chérie FM to promote its “50 Over 50” initiative on the radio, celebrating inspiring women.
ArkoPharma has made its mark with “Le Pouvoir des Plantes”, an award-winning educational podcast(6), generating 77 per cent purchase intent(7).
A MEDIUM THAT FORGES CONNECTIONS AND STIRS EMOTIONS
From the intimacy of a podcast to the warmth of a radio voice, audio is establishing itself as the ‘champion of beauty’, combining wide reach with powerful conviction.
In a world saturated with images and instant messages, the voice becomes that authentic mirror in which beauty rediscovers its truth.
👉 Want to find out more? Contact us for a presentation of the study:
*anti-safe spaces: unsafe environment
