Millennials and Generation Z are notoriously digitally savvy, but it is perhaps this need for constant connection that has them searching for authentic, memorable experiences that create a bond with a brand. And experts agree: WWD recently reported that QVC chief executive officer, Mike George, confirmed that authenticity is a driving force in today’s beauty retail landscape. “Through all of this technology and change, we see a consumer craving to bring humanity back into this increasingly impersonal world and shopping experience,” he said.
What this human element means for beauty brands is paramount. In order to lure coveted consumers like Millennials and Gen Z, beauty brands need to find creative ways to innovate, differentiate themselves and showcase their commitment to being authentic, and to providing those experiences to customers.
Mary Beth Keelty, chief marketing officer at digital marketing company PMX Agency, recently explained to WWD that experiences are paramount. “There’s a desire for a dynamic kind of in-store space that’s less about retail or the actual transaction and more about the experience gained,” she said.
And it doesn’t stop there. Beauty brands are simultaneously faced with the challenge of how to integrate new technologies and best enhance their e-commerce channels for a consistent omnichannel approach — all while taking into account the shifting preferences of today’s newest consumers.
With so many options at their fingertips, today’s consumer can be as selective as they please — charging brands and retailers to find ways to connect with them on a deeper level. They must find novel ways to differentiate themselves, and show that they come from a unique — and of course, authentic — place.
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