8 Min Read |
Lately, there’s been a future focus among beauty researchers and analysts. As an industry, we’re looking at how consumers and brands will evolve over the next few years — because that evolution has been accelerated and, in some ways, redirected by the Covid-19 pandemic. Consumers always change, but not usually quite this fast.
This means that for beauty brands, falling behind isn’t an option. The fast pace of change will continue as we adapt to the ‘new normal’ that everyone’s talking about. And the brands that keep in step with the market are the ones that will convert sales, gain loyal customers with a high lifetime value, and take a share of market growth.
‘Progress’ in the beauty industry means different things at different times, just as it does in society in general. Since the 19th century, it has been involved in a trajectory of change closely tied with…
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Updated December 2022
