- The Rise of Digital Sales and Marketing-
We all know how consumer purchasing behavior is increasingly becoming influenced by digital. Brands are quick to capitalize on this insight and are investing heavily in digital platforms. This has allowed them to reach audiences in new and innovative ways.
Whether it is optimizing performance through social media, or starting high-performance E-commerce websites, beauty and cosmetic brands are leveraging them like never. This change will be accelerated by the pandemic where digital behavior is increasing every single day.
2. The Growth of Organic and Natural Brands-
With every passing day, consumers are becoming more aware of what they are putting on their skin. In some cases, there is a definite shift from chemical-based products to natural and organic ones. There are smaller, boutique brands, which are coming up in a major way.
The growth of digital platforms and the internet has also made information more easily available. Consumers can go to websites and check whether certain chemicals are safe for human use or not.
3.Increase in Governmental Regulations-
For a very long time, non-formal organizations, who are not part of the government are calling for beauty brands to be more regulated. Bodies like the EWG have routinely argued that the brands be brought under strict compliance by authorities like the FDA.
This is because, the industry has been successful in evading the use of chemicals, engage in predatory practices, use false advertising, and marketing to boost branding and sales. All these practices have been termed by groups like the EWG as being unethical.
4. Addition of Technology to the User Experience-
Amanda Jo states that brands are looking to exploit upcoming technologies like Artificial Intelligence, Machine Learning, Augmented Reality, and Virtual Reality to promote better user experiences. In other words, the emphasis on tech is going to increase in a major way.
This will allow brands to gain a competitive edge over their competitors as well as woo audiences in innovative and exciting ways. Many brands are investing in data analytics to understand their customers better and enable more sales and revenues.
5. The Popularity of Beauty Influencers will Increase-
Consumers who use beauty and skincare products always look for credible and authentic information. This is where the role of social media influencers is going to increase. With newer platforms like TikTok and others emerging, influencer importance in beauty will grow.
However, influencers also need to be certain about their brand endorsements and sponsorship details in front of audiences. It is important to maintain an impartial tone and be honest in front of their followers.