The changing face of the beauty customer

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

The changing face of the beauty customer

Helene MillsPragma Consulting

Digital technology, social media and apps are used by consumers to trial and review new beauty products. Brands need to innovate in products and marketing, and pay special attention to the important male grooming sector.

Evidence suggests that the online beauty market is set to grow by 80% over the next five years. It's no longer just about mascara and lipstick. Skin care, hair care and nail care now offer an unprecedented level of choice. It's not just the explosion of product choice that has changed the landscape either;...

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