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A Collection of the Trends Currently Pushing the Beauty Industry Forward.

Retouching Services by Slate Studios
© Buro

The beauty industry has always been at the forefront of any shifts in the world of e-commerce, but in 2022 it’s expanding faster through digital channels and attracting more customers. The transition to e-commerce offers consumers a convenience they didn’t have with traditional beauty retailers. However, they still demand a quality customer experience, especially when they’re willing to pay higher prices for higher quality products. Brands need to adapt to rapid technological change, and a new wave of consumers looking for better, more targeted products and start playing by a new set of rules.

Pop-ups & Showrooms

While a large group of consumers is very comfortable shopping fully online, other segments prefer other formulas. Some customers prefer browsing in a store and shopping online, using the stores to learn about the products, and online browsing for checking reviews. Others choose to research beauty products online, where they gather information about the benefits, pricing, and promotions and know exactly what they want when they get to the store: they will try it out as a sample and purchase.

All these options reflect how beauty customers are starting to engage in omnichannel experiences and alternating seamlessly between channels. Brands like Glossier have embraced this new way of selling beauty. As a direct-to-consumer brand, they have rejected the traditional brick-and-mortar models and enhanced its store experience with multiple pop-ups. By engaging with the customer in real life and allowing total experimental marketing activations, the brand is able to connect with its customers far beyond the online sphere.

CGI Production
© Marc Jacobs

Subscription Services

As personalization has grown, curation services and subscriptions that provide new and highly personalized items have also done so. They help supply the customer with their all-time favorite products that they use over and over while offering some new products to try out. Consumers expect subscription boxes to become increasingly tailored over time and to keep the excitement alive, but don’t sow their loyalty just yet. Brands are struggling with customer retention, as many of them would sample products through their services and end up buying the full-sized item from any beauty retailer. Finding a way to perfect these subscription services and engage with loyal customers has yet to be discovered.

Embracing Diversity 

After years of exclusion and inactivity, beauty aisles are starting to reflect diversity, with a wide number of color ranges for all kinds of beauty products and new faces for representation. Business strategies like Fenty Beauty’s, embracing “Beauty for all,” have been the ones at the forefront of this change, proactive in addressing all customer’s needs and helping some women find their right foundation shade for the first time. This new way of selling beauty needs to be accompanied by authentic communication, making the customers part of the brand and building a real relationship with them.

Brand Content by Slate Studios
© Herbivore

Seamless experiences between online and offline, personalized services, and inclusiveness are and will be some of the most relevant topics that beauty e-commerce will need to address in the upcoming months and years. Succeeding will require listening to new customer demands and keeping up to date with all the innovations happening.

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