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www.chemicalsknowledgehub.com


Cosmetics


Halal beauty is one instance of personalization that has emerged in response to a specific need for ingredient- conscious Muslim consumers. Other examples include hair care for women with African- Caribbean hair, as well as skincare products for Asian men


Smart mirrors exemplify the move to digital lifestyles, providing users with updates on personal data and information.


therefore, resonates with the 23% of global consumers that somewhat/completely agree that “beauty/grooming products in unusual colours appeal to me” as reported in GlobalData’s 2019 Q3 global consumer survey.


Ambient commerce and experimental retail


Ambient commerce and experimental retail are two developments that increasingly present tailored product choices to consumers before they purchase them. This process is based upon an analysis of past spending patterns, detections of customer location, and stock levels of goods. With past spending data, brands can create strategies for repeat purchases, or disrupt the purchasing occasion for challenger products.


Sephora is one brand that utilizes ‘moment marketing’, seeking to identify the ideal moment to deliver real-time content to consumers. The use of Bluetooth beacon technology triggers in-app offers like discounts and personalized content when shoppers approach its stores. Furthermore, consumers can be tracked in-store so that targeted brand information can optimize their retail experience. Personalized content has the potential to improve conversion rates and present brands with opportunities to cater to the 65% of global consumers, more often than not, who are influenced by how well beauty and grooming products are tailored to individual needs and personality. Beacon integration can personalize rewards programmes, allowing brands to empower


customers with the ability to find nearby stores, earn loyalty points, and redeem rewards. For the brand, the collection of customer data allows it to accurately market services to their target audience, and identify which locations are most popular amongst its customer demography. This, in turn, allows a company to further optimize its services accordingly.


A new form of customer loyalty


As product personalization becomes popularized, brands are acknowledging the evolution of traditional transactional relationships that breed a new form of customer loyalty. With complex technologies like emotional AI now available in some commercial products, cosmetics brands must, at the very least, embrace basic digital tools to ensure consumer-centric personalization. With widespread Internet penetration, brands cannot afford to miss out on opportunities like analytics and the insights gained from data. Increasing personalized beauty approaches will lead to a further proliferation of independent brands, empowered by the specificity that digital technology offers and the digital experience has become crucial to product appeal. Smaller brands today have improved routes to market accessand are increasingly well-positioned to respond to demands from niche market segments. The rise of the digital consumer has encouraged market movement beyond mass- produced products – giving both manufacturers and customers greater opportunities for personalization.


A consumer uses an augmented reality concept to change the colour of her fingernails without the need for physical application.


Summer 2020


Further information E: george.henry@globaldata.com www.globaldata.com


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(Photo © Shutterstock.com / BeeBright)


(Photo © Shutterstock.com / metamorworks).


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