Indulgence in Beauty: How Brands are Appearing Attractive

By Natasha Spencer

- Last updated on GMT

Indulgence in Beauty: How Brands are Appearing Attractive
Experiential shopping, sensorial products and indulgence are high on the minds of consumers when looking for new and novel beauty buys. We take a look at how the world of indulgence is cosmetics is changing.

The beauty and technology pairing is finding new ways to excite and engage with consumers. Whether we want to check on the safety of an intended purchase, modify our selfies with filters and features, or access the latest e-commerce buys — technology is enabling brands to reach and engage consumers better.

As technologies progress and more advancements are launched, indulgence is becoming less spontaneous and more planned. Its uptake, and integration into brands’ stories, is expected to support consumers’ decision-making and buying habits.

Impulse to Indulgence

The increase in the number of e-commerce brands — particularly those that prioritise the user experience and online and engagement opportunities — is lowering the frequency of impulse buys. Brands now have the opportunity to shop around the entire product selection and get to know the brand’s journey, values and stories.

Market intelligence company, Euromonitor International, found in its lifestyle survey that just 23% of consumers selected ‘often’ choose impulse purchase, dropping from 28% in 2013.

How Health Impacts Beauty

With health and wellness playing such a crucial role in influencing our cosmetics choices, technologies will help manage our lives and schedules. Brands looking to appeal to the health, wellness and beauty trends will need to communicate their provenance and the experiences its products present, along with R&D, ingredient selection, manufacturing and supply chains.

The focus on indulgence in beauty is seeing brands expand smaller product ranges to wider, more diverse ones. Brands are also focusing on what occasions and needs they revolve their marketing campaigns around.

Consumers are more selective over what ingredients they look out for and which ones they actively avoid. Purchasers also seek certain delivery systems to receive their occasion-focused products from.

Where Beauty and Technology Will Go Now

As technology develops and the number of purchases through mobile growth, the beauty space can expect to see increasing numbers of partnerships and strategic alliances.

Looking ahead, brands will explore how to refresh and invigorate innovation in their products from both a formulation and marketing perspective to appeal and grow.

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