Testing products ahead of purchase remains an important part of the overall joy a beauty product brings to a consumer, says the head of the UK’s Cosmetic, Toiletry and Perfumery Association.
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.
Beauty tech investments have largely focused on digital and e-commerce, but consumers are looking for technology in-store as well to improve the overall shopping experience, providing significant opportunity for brands and retailers, according to Mintel.
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The future of beauty retail will see a unified commerce approach connecting online and offline that relies on data to provide highly tailored shopper journeys, experiences and products, says Simon Hathaway, EMEA MD of retail strategy agency Outform.
Beauty retail has morphed in recent years, shaped by social media, technology and e-commerce, and brands must do more if they want to survive in this altered landscape, says a branding consultant.
The ongoing coronavirus pandemic has created a seismic shift in living and shopping habits worldwide and beauty has borne a significant brunt of this shopper shake-up, says a retail expert.
![Many beauty consumers still want to try products before buying, with brands now offering an array of ways to do so both in-sore and online [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/04/14/beauty-try-ons-key-to-joy-of-category-post-covid-says-ctpa-chief-both-in-store-or-online/16335619-1-eng-GB/Beauty-try-ons-key-to-joy-of-category-post-COVID-says-CTPA-chief-both-in-store-or-online.jpg)
![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)
![A large number of UK adults who buy beauty and grooming products say in-store technology would help the overall shopping experience [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/09/08/beauty-tech-in-store-holds-great-promise-for-consumer-experience-and-shopping-journey-says-mintel/15752187-1-eng-GB/Beauty-tech-in-store-holds-great-promise-for-consumer-experience-and-shopping-journey-says-Mintel.jpg)
