Revieve®, a tailored digital brand experience business in the fields of beauty, skin, health, and wellness was founded and is led by Sampo Parkkinen.
The epidemic has significantly changed how we, as consumers and as individuals, see health. Never before have so many people been more concerned with their health, cognizant of their wellbeing, or mindful of the decisions they make that affect how healthy they feel.
Our understanding and impression of health and wellbeing have swiftly changed, and this has also happened to our idea of beauty. Beauty, a term that was almost solely associated with women a decade ago and nearly always implied the use of color cosmetics, has evolved into a much deeper, broader concept thanks to the epidemic.
By 2024, it is anticipated that the market for men’s grooming would grow to about 81.2 billion dollars. Not only may the changes be observed in terms of numbers, but they also show how men have started to pay more attention to how they look.
According to Andrew Stablein, a research analyst at Euromonitor International, “the idea that males can’t or shouldn’t use skincare products or care more generally about all elements of their appearance has been receding.”
To create a more holistic mix that includes not only the exterior effects of applying products to one’s skin but also the surrounding habits, choices, and lifestyle, as well as nutrition, the notion of beauty, is integrated, if it hasn’t already, with skincare, health, and wellness.
What does this confluence mean for companies and retailers who are engaged in the beauty industry and trying to meet consumer needs?
Your brand should serve a function.
Our culture, aesthetic standards, and sense of self-identity are closely entwined with health and attractiveness. It’s critical for a business to have a strong position on issues of inclusion, diversity, and body image within the beauty industry.
71% of women, according to a survey by the Pull Agency, want health and beauty firms to support body positivity. Additionally, about 40% of worldwide consumers claimed they have a stronger commitment to brands that are more “ethical and social” than others, according to GlobalData.
Brands and merchants must fulfill their commitments to customers and offer values that are appealing to them. As consumers’ interest in mindful beauty and health routines grows, they hold the industry’s decision-making in the beauty industry accountable, whether the choice is good or bad. To ensure that they keep their promises throughout the customer journey, brands must be sure to inform and educate consumers about their positive contributions.
Wellness should only be incorporated into your brand if it supports your ethos.
More and more cosmetic companies are currently considering their existing position in the wellness industry. To nurture more devoted customers, many organizations are currently looking for ways to include new categories into their DNA as the drive toward health and wellness grows more quickly.
But the real dilemma is whether your business should promote wellness and shift gears, or if you should stick to your niche markets. Your brand must, above all, fully comprehend consumer wants and intentions and match them to your positioning. Your brand identity will be diluted if you try to fit into several distinct categories and wear many different hats.
Every company should be genuine and take a comprehensive stance on wellbeing, health, and beauty. If wellness or health are important and support your current brand, the motion will unavoidably take place. Too frequently, companies in the beauty industry make an effort to “fit in,” even if it doesn’t align with their brand or their target audience. Stay with cosmetics if you are adept at it.
I think every organization ought to include a wellness-oriented plan as part of its entire digital strategy. Brands can shift course if it is consistent with their brand culture, even if health or well-being is not the main focus. It’s about your job in the beauty industry as well, but to increase involvement when branching out into new industries, be genuine and significant.
Customer comprehension ought to be personalized.
More than ever, brands and merchants must comprehend their customers. Consumer preferences, buying patterns, behaviors, and expectations have all become much more complex and unpredictable.
To better serve customers as a result of this transition, merchants and brands must make an effort to amass a comprehensive, in-depth understanding of their target market.
But firms that want to prevail must think about offering the customer something worthwhile. Therefore, a positive data exchange is necessary for a superior client experience.
Zero- and first-party data are already the new norm for customization in the beauty and wellness sector. For instance, brands can grow when providing a personalized experience by gathering zero-party data from online quizzes, product recommenders, customer surveys, routine finders, or consultations.
Your brand experience will either make or ruin your deal.
The consumer experience must be at the center of companies’ and retailers’ strategies and decision-making as a result of this shift in consumer attitude. Now, there are numerous categories in which the consumer might look for a solution. Concentrating on inventory, distribution, and category expansion is no longer sufficient. This brand-consumer encounter, from the consumer’s first brand interaction to their first purchase, is a crucial chance to convert that consumer into a return customer and ardent supporter.
Furthermore, implementing a digital strategy and waiting for clients to approach you is no longer sufficient. Building and maintaining a comprehensive digital roadmap that connects consumers’ experiences while continuously acting on their needs, wants, and beliefs are crucial for brands if they want to remain competitive. Any company or store should become an essential part of their customers’ life and be able to meet their demands whenever they arise.
For customers, seamless and borderless brand experiences represent the industry’s future. By doing this, businesses can guarantee that their clients are receiving the most individualized, priceless, and intimate experience imaginable.
