Look back a few years and you’d be pressed to find a beauty brand outside of the luxury market that offered personalised, VIP-feel experiences to its customers. Now, however, mass market brands are able to use tools like social media to forge deeper relationships with their customers, whatever their average spend. Here, we take a look at ‘concierge commerce’, targeted content creation and personalised shopping experiences.
The business of beauty is booming. But is it being fully embraced online? It’s certainly true that, while consumers are increasingly happy to gamble by buying clothes online before trying them on, many are reluctant to purchase beauty products online, instead heading to stores to test new products before parting with their cash. Ahead of Decoded Fashion’s first Beauty Summit, we consider how beauty brands could use their bricks-and-mortar presence to drive online sales, and how online experiences can be seamlessly blended into stores.