The beauty space remains one where consumers place high value on being able to interact with, assess, and test products. Due to the largely individual nature of skincare, makeup tone matching, haircare and more, consumers had largely remained driven to visit physical locations to ensure the perfect product fit for them. However, be it the global events of 2020 or personal shifts in priorities, brands understand that such visits in-store are not always a possibility for today’s consumer. Fortunately, technological advancements are enabling both legacy beauty brands and new DTC startups to provide consumers with the high-engagement experiences they expect when shopping for personal products, now online and through their devices.
Homegrown Influence — Rather than advertise to consumers with top-down campaigns, brands and retailers are looking to cultivate influencers organically from their own consumer community. Beauty supplier Sally Beauty, for example, selected four beauty experts from thousands of applications to make up the “Sally Crew,” a group of influencers who host “DIY University,” a collection of educational content offerings geared towards consumers at home.
Remote Support — As social distancing concerns remain front of mind, and consumers opt to stay at home wherever possible, businesses are finding new ways to support customers remotely, providing education and expertise from a distance, electronically. Hair care brand Garnier, for example, has retooled its social media presence in response to its market research indicating that many consumers have taken up at-home coloring during the pandemic. Accordingly, the brand is offering educational videos and remote support tools to help consumers through the home dyeing process.
Alternative Trials — To provide potential customers with opportunities to try out their products safely, and largely from home, beauty brands are capitalizing on the capabilities of virtual and augmented reality tools. For example, personal care company, L’Oréal teamed up with AR filter company, ModiFace, to allow consumers to virtually try out the brand’s products (lip, eye, and more) on a variety of social channels.
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