Digital and AI Developments in the Beauty Arena

    Decorative Cosmetics   

Digital technology has transformed the way that consumers interact with brands and products, never more so than during the first half of 2020 as a result of the Covid-19 epidemic.

Beauty brands have scrambled to allocate more money to digital channels at a time that retail all but shut down. Now, as retailers slowly reopen (although some may never do so), many are embracing digital technology and AI options as a way of interacting with consumers without the need for physical touch.

'Drastic lockdown measures enforced by the Covid-19 pandemic have forced consumers to reassess how and where they shop,' observes George Henry, Analyst, GlobalData, stating that 38% of global consumers are often/always influenced by 'how the world around me is changing.'

Consumers living in the developing economies of India and China are proving to be the most receptive to new technology. According to GlobalData's COVID-19 Survey Tracker, Recovery Week 1 (published June 17), 52% of Indian and 45% of Chinese consumers are often or always influenced by 'how digitally advanced or 'smart' a product or service is.' In comparison, consumers in mature economies like the US and Europe are more inclined to stick with habitual behaviors and 'what I know.'

The focus on eCommerce during the pandemic has been a boom for beauty brands operating online. Consumers have turned to online to shop, where they can obtain digital consultations and services from brands and retailers.

Let's explore the services provided by some beauty brands in detail...