
The competition for customer loyalty has never been more intense. Of course, loyalty has always been a key focus for marketing and retention strategists — because the lifetime value of customers who stick around can make or break a beauty business.
But now, with so many ways to interact with consumers, and with customers themselves seeking more intimate relationships with their favorite brands, every marketing team is engaged in a fierce contest to make their brand the one that people feel connected to.
This means that simple loyalty schemes and shopping points are no longer enough. Cosmetics brands have to innovate and take risks, to create more impactful ways to grab consumer attention and then keep it. So, how can your brand do that?