6 beauty innovations to win modern affluent consumers
Luxury beauty brands need a new way to win the hearts of modern affluent consumers. Successful beauty marketing campaigns will use the following six key trends to attract health conscious customers:
1. Increase exposure and attractiveness by working with influential people on social media and investing in digital storytelling
As consumers spend more and more time searching for their beauty routine information online, social media plays an important role in the process of purchasing beauty products online. Digital communities do promote the discovery of new products and brands by modern consumers.
The growth of the beauty market is partly due to people’s desire for selfie and the impact of beauty digital influencers and social media platforms on beauty ideals. Modern affluent consumers, especially millennials and generation Z shoppers, are influenced by the online community and pay attention to the opinions of the online community.
2. Use crowdsourcing to develop new beauty products
By redefining the concept, production and sales mode of beauty products, crowdsourcing is bringing the beauty industry, especially independent beauty brands, into a new frontier.
Innovative beauty challengers, such as glossier, use their online communities through social media to solicit consumers’ opinions and feedback.
By making consumers co creators, independent beauty brands can cultivate emotional attachment, so as to establish early customer loyalty and make new brands have more advantages than traditional brands.
3. Provide a comprehensive beauty experience through cross departmental health cooperation
Fighting urban pollution. Protect your skin from blue light. Take care of your face with non-toxic products. The pursuit of a healthy and healthier lifestyle is changing people’s attitude towards the beauty industry. We hope to see an increase in cross-border cooperation between fitness and beauty brands.
4. Digital technology makes large-scale personalized beauty solutions possible
Technology makes beauty brands truly relevant to individuals in terms of scale.
Therefore, more and more beauty brands and retailers use the power of data and technologies, such as artificial intelligence (AI) and augmented reality (AR) algorithms, applications and scanners, to provide consumers with an unprecedented level of product personalization according to consumers’ skin types and their personal needs. However, although beauty consumers tend to be ahead of the fast moving consumer goods (FMCG) online shopping curve, we are still at a very early stage in the development of truly connected beauty.
5. Beauty and inclusiveness: embrace diversity and become gender neutral
Male beauty products are generally considered to be a high growth beauty market because image oriented male consumers are showing increasing enthusiasm for beauty and beauty product categories.
6. A new attitude: forget anti-aging and think about healthy aging
The trend of population aging and people’s growing desire to maintain their youthful appearance have greatly developed the global cosmetics industry. This growing consumer group deserves the attention of major brands.
At the same time, Millennial consumers who are concerned about health are eager to enter puberty healthily in the process of dealing with aging. Luxury beauty brands should take advantage of this momentum to promote preventive skin care and overall skin care beauty products, including skin protection functions such as air and digital pollution.
We need to abandon the luxury language with the negative meaning of aging and turn to anti-aging gracefully in order to attract modern consumers. The brand narrative needs to be adjusted to reflect these modern Pro age and health values.