Morgan Fargo is a freelance journalist and beauty editor. Her work has been published in 

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

Dr. Tom MacLaren is a consultant psychiatrist at Re:Cognition Health, a brain and mind clinic specialising in diagnosing, treating, and optimising the mental health of individuals of all ages.

Dr. Becky Spelman is an HCPC registered psychologist, a BABCP accredited cognitive behavioural therapist, and the founder of Private Therapy Clinic.

United States

Beauty

General food

Social networking

Vogue

McKinsey & Company

Statista

Elle Australia

Evening Standard

Cosmetics Business

Forbes

Interview with Tom MacLaren conducted by the author

Interview with Becky Spelman conducted by the author

The confluence of social media, nostalgic sentiment, and fast-moving trend cycles has triggered a resurgence of treat-related beauty marketing. For brands looking to capitalize, how can they ensure their messaging engages with specific and emotive elements while retaining a modern identity?