8 Min Read |
Letâs rewind to meet two typical beauty consumers, pre-2020. One of them is a Millennial or Gen Z beauty user who is at ease in the digital world, and totally comfortable with cutting-edge technology. Sheâs enthusiastic about new brands with a tech-heavy approach to product development because sheâs seen how effective intense engineering can be; she gets excited when a new wellness device is launched, or when her favorite beauty line releases a product with new active ingredients. And she knows how to educate herself â online â about that ingredient and the processes it went through before it landed in the formula of her moisturizer.
The other consumer may be a little older, or maybe not. Either way, she has spent less of her life immersed in a data-driven digital realm. Sheâs more likely to opt for products with naturally-sourced ingredients than those that have been altered or enhanced in a lab, and sheâd usually prefer to make her purchases in-store rather than online. She feels a mild but persistent distrust of digitized processes; of online shopping, of technology that claims to enhance wellness or make life easier; and she doesnât feel like sheâs missing out on anything by avoiding immersion in the virtual world.
And then skip forwards to the start of 2020…
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When you join Beauty Business Journal, you get instant access to the following:
- Beauty Business Journal Community: This is a place to connect with other Beauty Business Journal members, ask questions, and get valuable input and feedback from peers.
- Processes/Frameworks: We share the most effective processes and strategies our team have studied and learned from over the years. Frameworks used by some of the most successful brands in the industry. Designed to help you create effective go-to-market strategies, build a stronger brand presence, convert more customers, improve ecommerce infrastructure â we share it all, so you walk away with actionable takeaways every time. (Think Charlotte Tilbury, Hero Cosmetics, Harrys, Beautyworld Middle East, etc.)
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The community is for strategic thinkers, tactical executors and brand builders who are building modern brands and seeking to understand changing market dynamics. Itâs a space to ask questions, start important discussions, and expand your knowledge.
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Updated December 2022