The world of beauty is booming. In 2019 the industry was worth $93.5bn dollars, that’s an impressive increase of $74.7 bn since 2018, and the value looks set to rise. What this shows us is there is an increase of young people with spending power. Millennial and Gen Z- loved beauty mavericks like Fenty and Glossier now rubbing shoulders with long-standing heritage brands like Kiehl’s and Estee Lauder. The landscape is more competitive and innovative than ever.
As the way consumers choose to shop and how they get their recommendations shifts, so must the marketing tactics of retail brands. Options for shoppers are rife, whether they purchase with a v-commerce brand like DECIEM or choose a beauty retailer like Feelunique.
With 74% of consumers still opting to ‘research and buy new items’ both online and via brick-and-mortar stores, there is a huge opportunity for beauty brands to create a customer experience that is seamless and relevant from the desktop to the cashier queue.
We spoke with Freddie Watson, Ecommerce Manager at the celebrity-favourite Sarah Chapman. We asked her how she is “creating marketing experiences her customers will love” within the world of beauty and skincare. She spoke to us about the power of “surprising and deleting” customers in a time where they are inundated with brand choices and notifications.
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