As the industry continues exploring digital spaces, community-centric platforms that allow the vetting of cosmetics and skincare products in real time are proving the most popular.
It shouldn’t come as much of a surprise, but online consumer engagement has become a top priority for the beauty industry.
Anyone who’s been paying attention over the last decade or so will have noticed many leading beauty brands rapidly shift their focus onto online platforms, re-imagining their consumer experiences with the digital world in mind.
Most are keen to test out new, immersive tech, with some even going so far as to dip their toes in the Metaverse in order to keep Gen Z consumers engaged.
Some examples of these digital innovations include artificial intelligence, deep learning, and augmented reality. All are on course to transform how we interact with cosmetics, perfume, and our skincare routines.
However, while brands evolve and change to keep up, company transparency remains as vital as ever.
Creative marketing strategies aside, consumers are now more conscious about sourcing, ethics, and sustainability. Most will likely be deterred by a lack of clarity on how a company operates and will need assurance that what they’re buying into aligns with their own personal values.
How can this openness be prioritised in a space that is ever-changing, hyper competitive, and solely online? Especially in an age of misinformation and data overload?
Jenny Qian is the founder and CEO of NEWNESS, a community-centric platform designed exclusively for the beauty obsessed that encourages conversation on company practices and sustainable sourcing. She believes her platform can provide the solution.
‘NEWNESS is an ongoing conversation about beauty and that conversation is open to everyone – like watching a movie versus facetiming your friends,’ she explains.
‘It helps with authenticity because if your community is supporting you, it would be terrible to promote products that you don’t necessarily love. It deepens that trust.’