Beauty brands and retailers must invest in continuous relationship building with consumers via personalised, algorithmically orchestrated digital experiences across every step of the shopper journey, says the CEO of Finnish tech firm Revieve.
The metaverse will provide an advanced means to engage and educate consumers, offer diagnosis and virtual interventions, and build data to drive stronger research in the cosmetic dermatology field, say researchers.
Understanding consumers’ needs is the first step to fulfilling them, but that can be challenging when they already have misguided preconceptions of how a product works, veteran cosmetics and personal care researchers say.
The decision by Lush to close several of its global social media accounts last year marks part of a wider beauty movement favouring more personalised and flexible consumer engagement, says a communications expert.
Unified commerce where online and offline are intrinsically linked, a sharper and smarter focus on data, and investment in the metaverse must be the future focus for beauty brands and retailers, says a retail expert.
Try-before-we-buy has come under scrutiny in cosmetics amid the pandemic, with brands innovating touchless solutions to promote safe and hygienic handling when shopping for beauty buys. Subsequently, sampling strategies are evolving—with a big emphasis...