By  on January 17, 2014

Once seen as the wave of the future, mobile apps appear to have become a puddle of sameness for many beauty brands.

Although there is still a growing demand by consumers looking for functional mobile platforms, especially in the beauty industry, the rush is not what it was a year ago. Experts complain that too many companies are simply mimicking their Web sites and not offering helpful solutions to everyday problems. While downloads of beauty apps continue on the upswing, a maturing mobile market means consumers are more prone to hit the delete button for those platforms that don’t offer an experience beyond simply buying a product.

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