Over the past few years, consumers ’transparency requirements have changed dramatically, especially during the covid era. Therefore, beauty marketers are expanding their digital capabilities through artificial intelligence (AI), blockchain and apps.
In fact, 55% of U.S. beauty consumers are “extremely concerned” about the environmental impact of their products and brands. Ethical claims also add to the packaging.
In addition, 38% of U.S. beauty shoppers also pay more attention to ingredients, Jindal added. Tracking is also a selling point in today’s beauty products to build more trust. For example, vegan or sustainable beauty products, as the packaging language shows, jumped from 2017 to 2021.
Ask for digital beauty
Jindal told people at the workshop that 62% of U.S. consumers agree that the new technology is exciting (this Happi editor is one of the cohorts; he gives away a new Apple Watch just in time to performance).
Marketers are making advances in their own digital domain. In recent years, virtual fit has been a game changer, Jindal said.
As highlighted by Mintel’s 2022 Global Consumer Trend ‘Flexible Spaces’, consumers are increasingly looking for meaningful spaces (both digital and physical) and virtual showrooms to shop as if they were in a store.
“The beauty is cutting edge because the industry has the skills to be an early trendsetter,” Jindal said. Recent examples of these developments include Sephora’s virtual artist program, Ulta’s consumer loyalty program, and live shopping streams. In addition, for Holiday 2021, Charlotte Tilbury has launched a virtual shopping experience for colorful cosmetic gift sets.
Personalization is also a must in the movement of digital beauty. Consumers can now participate in a virtual Zoom consultation, according to Jindal.
The technology will also help buyers make better choices in maintaining the Carbon Calculator and Eco-Score.
Finally, the blockchain can also be used to increase transparency in the supply chain.
“Demand for environmentally friendly products will only grow as climate change affects daily life,” Jindal said.
NFT and blockchain in style
NFTs, or non-fungible tokens, can also be an asset in the fight against counterfeit products, as seen in digital perfume auctions.
“We use Big Data to take custom products to the next level,” Jindal said. “The Aura Blockchain consortium along with LVMH, Prada and Richemont are at the forefront of this movement.
NFTs and the metaverse took the beauty industry by storm last year, leaving personal care and health brands wondering how to engage in a vast and unspecified virtual space.
Brands can use virtual-only content to create value for their most loyal customers through rewards or membership programs. This may include exclusive access to virtual shopping activities, new products, or custom NFT collections.
Clinique has refreshed its Smart Rewards Program, inviting users to join the program and share a message of optimism on social media to win a collectible NFT and a decade of Clinique products. See more of this on Happi.
The metaverse, however, is much higher, as it is still defined. Essentially, the metaverse is a digital universe that mixes virtual and physical spaces, where consumers can interact to work, play or do business. It will not be dominated by one platform, but will consist of multiple platforms, entry points and experiences.
Next year, Mintel expects brands in all categories to explore different ways to use these methods to better attract and engage with consumers as these concepts become mainstream.