Face of Beauty Industry
Beauty
and personal care industry is close to 84 million dollars in US
alone. The industry is not just huge but also very versatile. From
pharmaceutical medicinal products to cosmetic products to natural
products, there’s a market for everything. Like every other
industry, the beauty & personal-care industry is also going
through the digital & mobile evolution, and has some key
takeaways for other industries as well.
Going
Mobile Savvy
Beauty
and personal care customers are as ‘mobile’ as any other
industry. In fact according to research, customers aged 18-44 use
mobile devices the most for information, reviews and opinion sharing
about beauty products. Around 79 percent of customers use their smart
phones to check reviews in-store.
Brands
that understand the gravity of this huge number, make it a point to
make mobile presence. Customer engagement on social media works best.
Make it a point to be present on all major social media platforms.
Also, be vigilant of both good and bad reviews being posted on the
internet. Always acknowledge a customer comment made on social media.
Make it a point to especially reply to bad reviews. That does the
best patch-up work for a bad review. If you can humbly accept the
problem and provide a solution, in many cases it works as good as a
positive review, if not better.
Artificial
Intelligence & Augmented Reality
Chatbots,
virtual make over, simulated makeup, hybrid mobile shopping
experience, virtual makeup workshops, interactive tutorials and so
much more. The head of Glossier, Emily Weiss was quoted on a popular
website Buzzfeed, “Luxury
today is getting what you want, how you want it, when you want it,
getting a very personalized experience.”
Customer
Engagement
As
a savvy marketer, you not only send personalized marketing
communication to the customer but also foster your customers to
interact with the brand. Create contests, social media campaigns,
photoshoots, makeovers, training sessions and so much more to get
customers engaged with the brand.
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