How To Win Hearts Of Modern Luxury Beauty Consumers?

The beauty industry is growing strongly these years driven by affluent consumers’ desire to look great at all times. This opportunity comes along with the challenges such as the fast development of new digital-first beauty brands.

So how to win the hearts of modern luxury beauty consumers? Let’s discover through the article below.

#1: Development of desirability by working with KOLs (Key Opinion Leader)

The modern consumers, especially the young ones spend more time searching for information about their beauty products, beauty tips,…Their buying decisions are influenced by the opinions of the online community. They trust in the vloggers who tell them how to makeup beautifully and take good care of their skins. Additionally, if the beauty brands along with the KOLs can create good digital storytelling, the sales of beauty products will increase dramatically.

#2: The time of natural beauty

As beauty grows natural, more and more consumers demand clean and safe products.  Between 2013 and 2017, the portion of products featuring natural rose by 50% in the beauty industry.

As more consumers know about harmful ingredients in personal care products, they usually check the ingredients used in products that they are about to buy by reading the online reviews. For example, they usually check paraben-free, fragrance-free and synthetic colorants-free,… to ensure it safe to their healths.

The rise of natural beauty

#3: Improvement of personalized beauty solutions

Thanks to high technology such as artificial intelligence (AI) and augmented reality (AR),… , beauty brands are providing better individual experiences. For instance, L’Oréal has developed Makeup Genius app using Augmented Reality to enable customers test virtual L’Oréal cosmetics before buying them. Another example is the IoT (the Internet of Things) skincare system of Shiseido. This system helps to track mood, weather, environment and biological changes. And then with the tracking results, you will get the specific serums and moisturizers that best suit the present condition of your skins.

Here are the next marketing trends that beauty brands should follow to meet the demand of modern affluent beauty consumers.

Continue checking out daily to catch with latest insights as above.


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