The beauty industry, to continue to maintain its reign, must innovate, and is increasingly moving towards digital transformation and new marketing developments.
According to specialists, the focus is on product innovation, focusing more on the consumer and placing emphasis on the digital transformation of organizations. Regarding the consumer, the aim is to make brands much more human. In this way, brands must share the vision, dreams and the way their consumers see the world. And beyond the emotional issue, it is important to generate added value to the products. An important point is to bear in mind that technology is going to modify the way we know the trade until now. There are already 3D cosmetic printers, brands present in retails that allow you to develop your own personalized lipstick in 10 minutes. And that sector in the next 5 years is going to undergo major changes that brands have to take from now on, say marketing experts.
Here are some of the most prominent trends for the cosmetic industry that you must know if you are into cosmetic business;
Electronic sales represent 8% of the total in the world. E-commerce is not simply putting a product in a web store, but it must have a differential value, price, service and way of arrival, it has to generate value for the person. An example of this is the Sephora brand, which in addition to electronic stores operates mirrors with augmented reality, in which a person can see themselves on video and try the cosmetic colors they want without having to put them on their face. Furthermore, social media plays a vital role in digital commerce.
On the national scene, actions focused on the use of hash tags or the monitoring of designers, editors or bloggers through Instagram proliferate, with exceptions of innovation in e-commerce, products and strategies with bloggers.
The personalization of the purchase and the product
As an example of online product customization, we have the Spanish case of “Made in me”, a footwear e-commerce where the user designs and creates their own product with the style they want (type of footwear, material, shape, toe, heel, etc.).
Similarly, in the cosmetic industry, there is an increasing demand of personalized products. In 2020, the needs and requirements of the cosmetic buyer have drastically changed. It is due to the recent pandemic which has fluctuated the global economy. This is where the marketers needed to change their brand marketing strategy. This was only possible through understanding the needs and requirements of the modern buyer.
Once, you have understood the market demand, it is time to implement the creative strategy that you have for your cosmetic brand. The first thing that the customers would see in a cosmetic product is its packaging, that is why, if a strategist want to personalize the look of their cosmetics, then the packaging strategy must also be changed. That is why, the importance of wholesale cosmetic boxes has relatively increased in the modern cosmetic world. Hence, the trend of packaging is also very crucial.
World of Influencers
After several years of digital experiences in the sector, the models are exhausted and therefore, it is no longer enough to work with influencers, celebrities and bloggers, sending invitations, press releases, event coverage, etc. Rather, it is necessary to equip yourself with high doses of creativity and involve influencers in another way. All the online store owners and cosmetic sellers have lined up some bloggers and Vloggers who promote their brands online. The Instagram platform triumphs among bloggers and fusionists and is the fastest growing platform in the fashion and beauty sector.
Obviously, trends change at the same speed as the flow of data on the Internet, and companies and organizations should not be left out of them if they want to stay current. Digital transformation cuts across most industries, but without a doubt, fashion and beauty is one of the fastest growing industries along with the innovations that occur.
Trend of Natural Cosmetics
Another current trend is awareness of natural cosmetics, since the manufacture of cosmetic products with plant ingredients entails an ecological ethic that is highly valued in our days, as it does not cause chemical or aggressive residues that are harmful to the environment, nor for the skin.
Natural cosmetics, in its production, are manufactured with natural raw materials, avoiding dyes, additives or chemical excipients, which sometimes attack the skin.
It has been shown that the human being as a companion of plants, minerals and animals, of this, our mother earth, is created and wrapped within the same ecosystem, where it is prepared to receive everything extracted from nature, so the reception and penetration of natural active substances will be a guaranteed success.
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