Digital transformation has become a popular term in many industries, including the cosmetics industry. It refers to the integration of technology into all aspects of the business, from product development to marketing and sales. Technology is having a tremendous impact on the cosmetics industry, altering the way products are created, marketed, and sold. In this article, we will explore the influence of technology on the beauty industry and how it is reshaping our perception of beauty.
The changing consumer landscape
Technological advancements have transformed the way consumers engage with beauty brands. Today’s consumers are more digitally astute than ever before, and the pandemic has accelerated the trend of online shopping. This shift to e-commerce has been especially noticeable in Europe, where the online cosmetics market is projected to grow significantly, reaching €26 billion by 2023.
In the United States, the cosmetics industry has also experienced a significant move toward e-commerce. According to an eMarketer report, online sales of cosmetic products in the US are anticipated to reach $30.8 billion by 2023, an increase of $24.2 billion compared to 2020. The report also estimates that by 2024, 47.8% of US internet users will purchase cosmetic products online.
Moreover, social media has become a critical factor in shaping beauty trends, with beauty influencers and bloggers driving the conversation. Social media platforms such as Instagram and TikTok provide a medium for influencers to connect with their followers and shape beauty trends. In response to these changes, beauty brands are investing heavily in their online presence, with many focusing on developing their e-commerce capabilities and social media marketing strategies. As CORQ points out, the average engagement rate for top-performing influencer campaigns on Instagram in January 2023 was 3.5%.
The role of data in the beauty industry
Technology is increasingly crucial in the collection and analysis of data in the beauty industry. Brands are using data to enhance their understanding of customers, develop new products, and optimize their marketing strategies.
One essential application of data is in product development. By analyzing consumer trends and preferences, cosmetic brands can identify gaps in the market and develop new products that cater to consumers’ needs better. For instance, a brand can scrutinize customer search data to identify the ingredients or product formats that are gaining popularity and incorporate this information into product development. Data is also utilized to personalize marketing efforts and improve customer engagement. By analyzing customer data, such as purchase history, search engine behavior, and social media activity, brands can develop targeted marketing campaigns and gain a better understanding of their customers. This enables brands to offer more relevant and personalized experiences to customers, ultimately enhancing customer engagement and loyalty.
Furthermore, technology enables brands to gather data on the efficacy of their products, enabling them to continuously improve their formulas to better meet customer needs. For example, some brands are utilizing augmented reality and artificial intelligence to analyze customer photos and provide personalized skincare recommendations based on individual skin concerns.
Innovations in product development
Technology has also played a vital role in driving innovations in product development, enabling cosmetic brands to create solutions that were once thought to be impossible. For instance, 3D printing is being used to produce custom-made products and packaging. Virtual fitting room technology enables consumers to visualize how a product would look on them before making a purchase. Moreover, consumers no longer need to try out countless lipstick shades at the makeup salon because of the latest technology that allows them to try out cosmetics and makeup products in the comfort of their own homes. This technology uses advanced algorithms to map the user’s face and makeup application in real-time, so they can see precisely how a product would look on them before making a purchase. Brands such as Sephora and L’Oreal have already implemented this type of solution in their mobile apps, providing consumers with a seamless and convenient shopping experience.
Source: https://www.cnbc.com/2014/06/03/sephora-brings-augmented-reality-to-real-life-shop.html
In addition, technological support in ingredient production is enabling brands to create products with new and exciting benefits. For instance, some brands are using microbiome research to develop products that support healthy skin bacteria, while others are using plant stem cell technology to create anti-aging products that support cell regeneration. These innovations not only provide thrilling new benefits for consumers, but also offer brands the chance to stand out in a crowded marketplace.
The future of retail
The future of retail is heavily dependent on mobile apps, with the beauty industry being one of the sectors that is taking full advantage of them. These apps provide personalized attention and convenient access, but most importantly, they allow for better communication with customers and simplified shopping experiences. As a result, companies are able to gain a deeper understanding of their customers, leading to a shorter path to purchase. Brands are investing in mobile app development to provide personalized experiences and easy access to their products. For instance, some cosmetics brands are incorporating augmented reality and virtual try-on technology in their mobile apps, which allow customers to virtually try on products before making a purchase. As our eoNetworks expert Katarzyna Ziolkowska mentioned, “This is an attempt to address one of the biggest challenges for cosmetics companies in the e-commerce world, which is product presentation and customer support in product selection, where features that are difficult to represent on screen, such as a specific shade of color, are of great importance.” Additionally, these apps create communities and offer inspiration through tutorials to help customers complete a desired look.
Technavio’s report projects that the beauty camera app market will experience significant growth with a CAGR of $1.51 billion between 2021 and 2026, with the market growth rate accelerating by a CAGR of 16.54% during the forecast period. In the context of beauty retail, mobile apps are the future.
GLOBAL BEAUTY CAMERA APPS MARKTET 2022-2026
Continuous innovation is also expected in traditional retail. With the increasing popularity of e-commerce and mobile apps, physical stores need to provide unique experiences to attract customers. Some brands are utilizing technologies such as interactive displays and in-store augmented reality to enhance the customer experience and provide more personalized shopping experiences. Therefore, companies are trying to implement augmented reality-based solutions to provide better product presentation and help customers select the right color or other nuances, which can lead to increased sales. While the results of these functionalities are still relatively poor, the beauty industry will have to continue experimenting and developing augmented reality-based solutions to meet the growing demands of customers.
Sustainability in the digital age
Green initiatives have become a prominent focus for several industries, including cosmetics. With consumers becoming more environmentally conscious, brands are actively seeking ways to reduce their carbon footprint and adopt sustainable practices.
One way technology is helping with environmental efforts is through the use of data analytics, which enables brands to identify areas where they can improve their sustainability, such as reducing energy consumption and minimizing waste. Furthermore, technology helps in supply chain management, minimizing emissions from transportation and ensuring that raw materials are ethically and sustainably sourced.
In the cosmetics industry, technology is also being utilized to develop new materials and packaging that are eco-friendly. Several brands are using biodegradable and compostable packaging materials like plant-based plastics to reduce waste generated by their products. Others are working towards developing new ingredients that are sustainably sourced, with a lower environmental impact than traditional ingredients.
Moreover, technology is helping brands communicate their sustainability efforts to customers in a more meaningful way. With the rise of social media and influencer marketing, customers demand transparency and authenticity from the brands they support. Brands are leveraging digital platforms to communicate their sustainability initiatives and progress, building trust and loyalty with their consumers.
In addition, companies are being held accountable for their sustainability efforts. Customers and influencers are increasingly checking for transparency in a brand’s actions and ingredients. Furthermore, trends like cancel culture emphasize the importance of eco-friendliness, causing brands to focus more on sustainability and corporate responsibility. As a result, brands are increasingly utilizing technology, such as data analytics, supply chain management, and social media communication, to improve their sustainability practices and earn customer trust.
Challenges and opportunities
The digitization of the beauty industry presents both opportunities and challenges. While evolving technology, changing consumer behavior, and increased competition pose significant obstacles, the industry can benefit from real-time inventory updates and fast shipping, which provides customers with faster and hassle-free delivery. Additionally, online beauty platforms offer a wider range of products, including hard-to-find items, and make it easier for customers to compare prices and ingredients, which adds up to an enjoyable customer shopping experience. Adapting to these changes will be crucial for brands to remain competitive and relevant in a rapidly changing market.
In conclusion, technology is revolutionizing the beauty industry by providing brands with new ways to create and market products. Through digitization, brands can better connect with consumers by personalizing their experiences, using augmented reality to help customers try products virtually, and communicating their sustainability initiatives through digital platforms. Despite the challenges, the beauty industry has a bright future ahead with endless opportunities for brands that can harness the power of technology to create meaningful connections with consumers.
