The value of inclusion
According to a recent study by Nielsen, beauty brands are now focusing on giving as much product choice as possible to consumers. Having an eye for different complexion, skin tones and body is very appreciated by consumers, who tend to prefer brands that do their best to design products that can fit any client.
Foundations, creams, make-up and treatments, for example, are now being designed not only for women, but also have product lines entirely dedicated to beauty and care for men.
In short, an inclusive e-commerce that allows everyone, men and women, people with different skin tones and types, etc., to find the products they want is now considered optimal and able to meet the needs of a wider range of buyers.
With the request for more inclusive products, customers expect a higher involvement on themes related to natural and cruelty free products.
Many consumers today spend a lot of time studying which ingredients are included in new products, younger generations on top, like Millenials and Gen Zers, who tend to purchase brands that show ethical behaviors and a responsible business model.
These elements need all to be clearly stated and communicated to customers through clear and transparent product descriptions, giving consumers all information need to make a purchase.
Brands that manage to adopt such responsibilities can grow their stand in eyes of online customers and benefit from a better brand awareness and word of mouth.
In 2021, brands and retailers should focus on tailoring their offers to online users thanks to the use of data and technology.
A survey conducted by the company Epsilon showed that among a sample of consumers aged between 18 and 64, interest in buying a product online increase by 80% when they find the possibility of obtaining a personalized service.
A first approach to personalization in retail is including technology to both online and offline shops, as well as using data to segment consumers according to their purchasing behaviors and preferences.
Knowing your consumers better is the key to succeed in the future of the beauty industry, and this can be achieved even with simple tools, such as whatsapp and Instagram for example.
Taking directly from the previous trend is a phenomenon that is taking the industry by storm: the beauty box.
These boxes, sent on a weekly or monthly basis to consumers, help them try new products and grants them a personalized experience based on their own preferences in exchange for a subscription fee.
This is a strategy that can greatly benefit e-commerce shops in increasing re-purchases and build loyalty among their customers by providing boxes with rich packages, discounted products and create expectancy for the next purchase.