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.
Trade association Cosmetics Europe has launched a cosmetic ingredient database tool in 14 different languages to provide reliable and verified information for consumers across Europe.
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...
![Building lasting and meaningful relationships with consumers via an array of digital tools will enable industry plug true needs and expectations [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/03/07/beauty-retail-future-is-in-relationship-commerce-and-personalised-experiences-says-revieve-ceo/16229584-1-eng-GB/Beauty-retail-future-is-in-relationship-commerce-and-personalised-experiences-says-Revieve-CEO.jpg)
![Currently available in 14 languages, more will be added to the COSMILE Europe database next year, widening access even further for European consumers [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/02/21/cosmetics-europe-launches-cosmile-europe-database-for-information-on-30-000-ingredients-in-14-languages/16186577-1-eng-GB/Cosmetics-Europe-launches-COSMILE-Europe-database-for-information-on-30-000-ingredients-in-14-languages.jpg)
![From staff training to digital diagnosis and data-based research, scientists in all related disciplines should collaborate to make the most of what the metaverse can offer the cosmetic dermatology world [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/02/15/metaverse-offers-cosmetic-dermatology-promise-for-diagnosis-doctor-patient-engagement-and-research/16171697-2-eng-GB/Metaverse-offers-cosmetic-dermatology-promise-for-diagnosis-doctor-patient-engagement-and-research.jpg)
![Beauty brands are starting to diversify communication channels with consumers, from texts and calls to online in-app chats, opening up great opportunities to acquire consensual first-party data [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/lush-closing-instagram-facebook-tiktok-snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert/13132143-1-eng-GB/Lush-closing-Instagram-Facebook-TikTok-Snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert.jpg)
![Consumers are in-store but on their phones at the same time, opening up key opportunities for brand-driven experiences and unified commerce [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/12/06/beauty-retail-future-trends-are-unified-commerce-data-and-the-metaverse-says-outform-md/13070635-1-eng-GB/Beauty-retail-future-trends-are-unified-commerce-data-and-the-metaverse-says-Outform-MD.jpg)
![Beauty samples continue to be key in consumer purchasing decisions, but how these are brought to the consumer needs to change [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign.com/article/2021/08/23/beauty-sampling-future-will-require-smart-data-and-omnichannel-strategy-says-samplicity/12759116-1-eng-GB/Beauty-sampling-future-will-require-smart-data-and-omnichannel-strategy-says-Samplicity.jpg)
