How is the industry evolving?
For an industry based on looks, beauty brands are evolving their marketing strategy to deliver visually-appealing and engaging experiences with shoppers. Beauty buyers want to know if a product works for them before they buy it, and brands are increasingly adopting a “try-before-you-buy” approach to build brand community online. Moreover, subscription boxes are becoming a popular way to drive customer loyalty and lifetime value. In fact, beauty shoppers look to simple and inexpensive ways to uplift themselves, as society inches back to a state of new normalcy, giving brands the opportunity to establish themselves in shopper routines and wellness offerings.