{"id":87723,"date":"2026-03-26T11:14:22","date_gmt":"2026-03-26T11:14:22","guid":{"rendered":"https:\/\/newonclusivstg.wpengine.com\/?p=87723"},"modified":"2026-05-21T16:28:18","modified_gmt":"2026-05-21T16:28:18","slug":"marche-beaute-2025-tendances-medias-visibilite","status":"publish","type":"post","link":"https:\/\/onclusive.com\/fr\/resources\/blog\/marche-beaute-2025-tendances-medias-visibilite\/","title":{"rendered":"March\u00e9 de la beaut\u00e9 2025 : tendances m\u00e9dias, insights et strat\u00e9gies de visibilit\u00e9"},"content":{"rendered":"\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<p><span style=\"font-weight: 400;\">En 2025, le march\u00e9 de la beaut\u00e9 confirme sa forte pr\u00e9sence dans les m\u00e9dias. Selon le Barom\u00e8tre Beaut\u00e9 d\u2019Onclusive, pr\u00e9sent\u00e9 par Lauren Robert Charg\u00e9e d&rsquo;\u00c9tudes Senior \u00e0 Onclusive, lors de la matin\u00e9e Beauty Business du CEW France, le secteur enregistre plus de <\/span><b>14 000 pages \u00e9ditoriales<\/b><span style=\"font-weight: 400;\"> en presse et sur le web.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bas\u00e9e exclusivement sur l\u2019analyse des contenus r\u00e9dactionnels (hors pression publicitaire), cette \u00e9tude met en lumi\u00e8re les <\/span><b>tendances m\u00e9dias beaut\u00e9<\/b><span style=\"font-weight: 400;\">, les <\/span><b>leviers de visibilit\u00e9<\/b><span style=\"font-weight: 400;\"> et les <\/span><b>strat\u00e9gies gagnantes<\/b><span style=\"font-weight: 400;\"> des marques.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Une visibilit\u00e9 m\u00e9dia en forte croissance dans le secteur de la beaut\u00e9<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Le premier enseignement du Barom\u00e8tre Beaut\u00e9 2025 est clair :<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">L\u2019int\u00e9r\u00eat m\u00e9diatique pour la beaut\u00e9 continue de progresser.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">+2% de croissance de l\u2019espace \u00e9ditorial<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Plus de marques pr\u00e9sentes dans les m\u00e9dias<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une couverture qui s\u2019\u00e9largit \u00e0 de nouveaux acteurs<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Le digital domine d\u00e9sormais avec <\/span><b>67% des contenus \u00e9ditoriaux<\/b><span style=\"font-weight: 400;\">, faisant du web le principal moteur de visibilit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cependant, la presse print reste incontournable, repr\u00e9sentant encore <\/span><b>33% du volume<\/b><span style=\"font-weight: 400;\">, avec une progression notable sur les contenus \u00e0 forte valeur (analyses, lancements, tendances).<\/span><\/p>\n<p><b>\u00c0 retenir : une strat\u00e9gie de communication beaut\u00e9 performante est aujourd\u2019hui hybride, combinant presse et digital.<\/b><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Luxe, pharmacie, grande distribution : quelles dynamiques m\u00e9dias en 2025 ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Le secteur de la beaut\u00e9 reste structur\u00e9 autour de plusieurs circuits de distribution, avec des performances m\u00e9diatiques contrast\u00e9es :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Luxe (circuit s\u00e9lectif)<\/b><span style=\"font-weight: 400;\"> : 61% des retomb\u00e9es presse<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pharmacie<\/b><span style=\"font-weight: 400;\"> : +5% de croissance<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Grande distribution<\/b><span style=\"font-weight: 400;\"> : +9% de croissance<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Si le luxe continue de dominer la visibilit\u00e9 m\u00e9dia, les marques accessibles gagnent du terrain, port\u00e9es par une demande croissante de transparence, d\u2019expertise et de proximit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cette \u00e9volution refl\u00e8te une transformation du discours m\u00e9diatique dans la beaut\u00e9.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Tendances par cat\u00e9gorie : soin, parfum et maquillage<\/b><\/h2>\n<h3><b>Le soin : cat\u00e9gorie la plus m\u00e9diatis\u00e9e<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Le soin reste le segment leader du march\u00e9 de la beaut\u00e9, soutenu par :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">le skincare<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">la mont\u00e9e de la <\/span><b>beauty tech<\/b><span style=\"font-weight: 400;\"> et de la cosm\u00e9tique instrumentale (+31%)<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<h3><b>Le parfum : forte croissance sur le digital<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Le parfum enregistre une hausse significative :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+28% de visibilit\u00e9 sur le web<\/b><b>\n<p><\/b><\/li>\n<\/ul>\n<h3><b>Le maquillage : recul des m\u00e9dias traditionnels<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Le maquillage conna\u00eet une baisse :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">-21% sur le web<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Une \u00e9volution li\u00e9e au transfert des strat\u00e9gies vers les r\u00e9seaux sociaux et l\u2019influence.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Innovation produit : levier cl\u00e9 de visibilit\u00e9 m\u00e9dia<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">L\u2019innovation s\u2019impose comme le principal moteur de visibilit\u00e9 dans le secteur de la beaut\u00e9.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">29% de l\u2019espace \u00e9ditorial consacr\u00e9 aux nouveaut\u00e9s<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">+4% de visibilit\u00e9 sur les lancements<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Malgr\u00e9 une l\u00e9g\u00e8re baisse du nombre de produits lanc\u00e9s, les marques investissent davantage dans leur communication.<\/span><\/p>\n<h3><b>Objectif : maximiser l\u2019impact m\u00e9diatique.<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Exemples marquants :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chanel avec <\/span><i><span style=\"font-weight: 400;\">Chance Eau Splendide<\/span><\/i><i><span style=\"font-weight: 400;\">\n<p><\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Louis Vuitton avec sa nouvelle ligne maquillage<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Garnier avec des exp\u00e9riences immersives<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Les strat\u00e9gies m\u00e9dias gagnantes des marques de beaut\u00e9<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">L\u2019analyse du Top 20 des marques les plus visibles r\u00e9v\u00e8le trois leviers principaux :<\/span><\/p>\n<h3><b>1. Innovation produit<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Le moteur principal de croissance et d\u2019attention m\u00e9diatique.<\/span><\/p>\n<h3><b>2. Incarnation de marque et influence<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">\u00c9g\u00e9ries, prises de parole, \u00e9v\u00e9nements :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019Or\u00e9al Paris<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dior<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">L\u2019humain devient un levier cl\u00e9 de visibilit\u00e9.<\/span><\/p>\n<h3><b>3. Valorisation du patrimoine<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Les marques capitalisent sur leurs produits iconiques :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nivea<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Guerlain<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Av\u00e8ne<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Le storytelling patrimonial devient strat\u00e9gique.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Beauty Tech et RSE : les grandes tendances m\u00e9dias beaut\u00e9 en 2025<\/b><\/h2>\n<h3><b>Beauty Tech et intelligence artificielle<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">La technologie transforme profond\u00e9ment le secteur :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">+31% de visibilit\u00e9 pour la cosm\u00e9tique instrumentale<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">D\u00e9veloppement d\u2019outils personnalis\u00e9s (IA, diagnostic de peau)<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">La beaut\u00e9 devient une exp\u00e9rience technologique.<\/span><\/p>\n<h3><b>RSE et engagement des marques<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Les sujets li\u00e9s \u00e0 la responsabilit\u00e9 soci\u00e9tale progressent fortement :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">+15% de contenus \u00e9ditoriaux<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Les marques int\u00e8grent d\u00e9sormais :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">engagements environnementaux<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">causes sociales<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ambassadeurs engag\u00e9s<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">La RSE devient un levier de communication majeur dans la beaut\u00e9.<\/span><\/p>\n<h2><b>Pourquoi la beaut\u00e9 reste un secteur cl\u00e9 dans les m\u00e9dias<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Malgr\u00e9 un contexte international et \u00e9conomique complexe, le march\u00e9 de la beaut\u00e9 continue de performer dans les m\u00e9dias.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Des \u00e9v\u00e9nements comme :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">le Festival de Cannes<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">les d\u00e9fil\u00e9s de marques<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">les activations exp\u00e9rientielles renforcent son attractivit\u00e9.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">La beaut\u00e9 reste un secteur qui g\u00e9n\u00e8re d\u00e9sir, engagement et visibilit\u00e9.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Insights cl\u00e9s \u00e0 retenir sur le march\u00e9 de la beaut\u00e9 en 2025<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une visibilit\u00e9 m\u00e9dia en croissance<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une domination du digital, soutenue par la presse<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019innovation comme levier principal<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019importance croissante de la RSE et de la Beauty Tech<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des strat\u00e9gies de communication hybrides indispensables<\/span><span style=\"font-weight: 400;\">\n<p><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>D\u00e9couvrez nos analyses Insights<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Vous souhaitez aller plus loin sur les tendances m\u00e9dias et les strat\u00e9gies de visibilit\u00e9 dans votre secteur ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udc49 <\/span><a href=\"https:\/\/onclusive.com\/fr\/expertise\/insights\/\"><span style=\"font-weight: 400;\">Explorez notre expertise Insights pour transformer les donn\u00e9es m\u00e9dias en d\u00e9cisions strat\u00e9giques<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/a><span style=\"font-weight: 400;\"> \ud83d\udc49 <\/span><a href=\"https:\/\/www.premiumbeautynews.com\/fr\/l-interet-mediatique-pour-la,27277\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">D\u00e9couvrez \u00e9galement l\u2019interview compl\u00e8te de Lauren Robert pour approfondir l\u2019analyse du Barom\u00e8tre Beaut\u00e9<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":28,"featured_media":87727,"comment_status":"closed","ping_status":"open","sticky":false,"template":"blog-post-new-template.php","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"audience":[],"topic":[308,1635],"region":[],"class_list":["post-87723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-tendances","topic-veille-media"],"acf":[],"_links":{"self":[{"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/posts\/87723","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/comments?post=87723"}],"version-history":[{"count":3,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/posts\/87723\/revisions"}],"predecessor-version":[{"id":92636,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/posts\/87723\/revisions\/92636"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/media\/87727"}],"wp:attachment":[{"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/media?parent=87723"}],"wp:term":[{"taxonomy":"audience","embeddable":true,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/audience?post=87723"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/topic?post=87723"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/onclusive.com\/fr\/wp-json\/wp\/v2\/region?post=87723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}