TRENDING TECHNOLOGIES


can consistently monitor changes in the skin’s condition, ensure the amount of product dispensed is tailored and accurate, and provide real-time insight on the skin’s response to the regime. Acting as the consumer’s very own skin care consultant, these devices unburden the process, offering bespoke advice depending on the consumer’s precise skin care requirements and supporting them to achieve the results they expect from their product or brand.


Omnichannel While investing in new technologies is a prime avenue for beauty brands operating in a Covid world, it is paramount that these technologies work together effectively. An omnichannel approach is a cross-channel strategy which allows consumers to effortlessly and seamlessly move between a brand’s selection of online avenues. An ad featured in an Instagram story may link directly to the brand’s online store, where the consumer is then directed to a corresponding app to set up a virtual consultation. Clarins, Glossier and Urban Decay are just some of the notable brands expanding their capabilities in this area, and they are already reaping the brand-building benefits as a result.


A spotlight on self-care Another significant change presented by the global pandemic is an increased awareness of effective wellbeing and self-care. As we all took steps to navigate the new demands and pressures placed on us by national lockdowns and restrictions, focus soon turned to building stronger relationships with our loved ones and taking steps to embed self-care into our everyday lives.


A holistic approach This shifting consumer landscape has facilitated a greater focus on taking a comprehensive approach to beauty. People are beginning to recognise that the ingredients we put into our bodies are just as important as the ones we put on our skin. Not only are consumers increasingly opting for natural ingredients and formulations in their skin care routines, but they are placing greater focus on diet and hydration to nourish their skin from the inside too. This has given brands a key opportunity to


build on their product offerings, incorporating organic and vegan ingredients into their formulations and looking at ways in which they can support their consumer on their entire wellness journey. This may be engaging in webinars with wellness experts, partnering with an online yoga studio or incorporating features into their apps to help enhance sleep, diet and hydration.


Fostering community While expanding the steps they are taking to support their consumers in achieving greater all-round wellbeing, it’s vital that brands consider the company-wide steps they are taking to incorporate wellness into their business models too. Social wellness relates to feelings of


connectedness, contentment and maintaining www.personalcaremagazine.com


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The Cutitron® ecosystem: Beta technologies.


bonds with close friends and loved ones. The true importance of social wellness became strikingly clear as the realities of the pandemic took hold and we adjusted to new restrictions and transferred many of our social interactions online. Brands can effectively embrace social


wellness by tightening bonds with their consumers, finding ways to build communities within their portfolios and connecting with brands on a similar mission. Linking with companies, consumers and key figures in this way not only supports the consumer’s pursuit of social wellness but fosters greater trust and loyalty for the long term.


Purpose and sustainability Purposeful wellness connects to the brand’s ability to look beyond profits and make an impact on wider society. Many consumers are seeking not only to improve their own wellness, but to make an impact on the wellness of the world around them. Consumers are increasingly drawn to brands that are striving to make a difference via their corporate practices. Supporting a business that does good in turn makes the consumer feel good about themselves and their actions. They will purchase again and again, not only because they love the products but because they can rest assured that they are making a positive contribution to the planet too. Within the skin care industry, this is


directly linked to adopting more sustainable practices across the supply chain. This may mean reconsidering packaging decisions and focusing on reducing plastic waste. Or it may be supporting a move away from Korean or Japanese style regimes that consist of numerous products, instead promoting ‘hero’ products that compile many outcomes into one. As brands across the globe adopt corporate responsibility into their models and consider how they can ‘build back greener’ in the wake of the pandemic, it is clear that they will continue to place much focus on their direct impact on the planet.


A route to personalisation Evidently, there are many steps that beauty brands can take to enhance the consumer experience and ensure their clients feel truly valued. The rapid acceleration of technology and shifting consumer priorities that are taking place are spurring brands to rethink the way they engage with consumers. A ‘one-size-fits- all’ approach to beauty no longer works, and the brands that recognise this and find ways to adapt to each individual customer will be the ones that thrive in 2021 and beyond. True personalisation involves in-depth


knowledge of the consumer’s individual needs – their likes, dislikes and concerns – in order for brands to adjust their products and services and offer a completely tailored experience. It is vital that brands harness the right technologies and ensure they work in synergy to gather targeted data and offer a solution which meets the consumer’s exact needs at that moment. Done correctly, technology should remove any frustration from the client’s beauty journey and ensure that their expectations are exceeded at every stage of the process. Beyond technology, it is vital that brands


remain responsive to wider societal trends. Consumer priorities are constantly changing – even more so in times of crisis – so it is important that brands consistently monitor these changes and alter their approach accordingly. Consumers seek to feel supported through times of change, and brands that stay ahead of the curve in spotting trends will reap the benefits of long-term loyalty. The global pandemic has shifted the


beauty and skin care industry in ways that could not have been imagined just a few years ago. However, the pandemic has presented a unique opportunity for brands to create meaningful relationships in a way that could not have been achieved until now. By remaining responsive to changing needs, bolstering digital capabilities and tailoring their approach for each individual consumer, brands are taking strides towards creating truly personalised skin care regimes.


PC June 2021 PERSONAL CARE


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