Digital technology has transformed the way that consumers interact with brands and products, never more so than during the first half of 2020 as a result of the Covid-19 epidemic.
Beauty brands have scrambled to allocate more money to digital channels at a time that retail all but shut down. Now, as retailers slowly reopen (although some may never do so), many are embracing digital technology and AI options as a way of interacting with consumers without the need for physical touch.
“Drastic lockdown measures enforced by the Covid-19 pandemic have forced consumers to reassess how and where they shop,” observes George Henry, Analyst, GlobalData, stating that 38% of global consumers are often/always influenced by “how the world around me is changing.”
Consumers living in the developing economies of India and China are proving to be the most receptive to new technology. According to GlobalData’s COVID-19 Survey Tracker, Recovery Week 1 (published June 17), 52% of Indian and 45% of Chinese consumers are often or always influenced by “how digitally advanced or “smart” a product or service is”. In comparison, consumers in mature economies like the US and Europe are more inclined to stick with habitual behaviors and “what I know.”
The focus on eCommerce during the pandemic has been a boom for beauty brands operating online. Consumers have turned to online to shop, where they can obtain digital consultations and services from brands and retailers.
Let's explore the services provided by some beauty brands in detail...
Virtual Services by Popular Beauty Brands
Free virtual beauty consultations are available from By Terry, while French department store Galeries Lafayette has launched a virtual personal shopper service which includes personalized consultations for beauty brands. Many of these initiatives aren’t new but are proving popular with consumers who would prefer to shop from the safety of their homes.
For example, Kiehl’s introduced a LivePerson chatbot on its website in 2019 to provide skincare recommendations, consultation and advice. Henry explains: “Kiehl’s was able to quickly maximize a core benefit of conversational AI that helped users receive personalized advice and recommendations about which products are best suited to them.”
LIVEPERSON: AI-powered Bots
Kiehl’s focus has been on digital natives in Generation Z (younger consumers who use digital technology extensively), and even Generation Alpha. “These are likely the most transformative age group ever with respect to technological development,” maintains Henry, adding, “for inexperienced customers the ‘virtual consultant’ can enable more informed purchase decisions, laying the foundation for long-term customer loyalty.”
Bobbi Brown targets a wider age demographic and has deployed a chatbot to help users identify complete skincare recommendations. A feature on its website allows consumers to speak with real make-up artists via its pro artist live chat function, as well as making use of a video consultation.
“These efforts increase user engagement, helping inexperienced consumers gain confidence with a process they may feel shy about in person,” maintains Henry. “An enhanced understanding of consumer demands provides brands with effective insight into what customers will want in the future.”
Some services provided by Bobbi Brown are visually dscribed beelow.
Virtual Services by Bobbi Brown
During the pandemic, AI bots have allowed brands to act as virtual consultants as shops remain shut. Henry warns that AI bots should be viewed as companions to the current brand-consumer relationship and not an attempt to supplant the experts. “The heightened popularity for video conferencing has accelerated virtual communications, however, consumers still desire the human touch and advice from someone talking from experience, rather than an algorithm.”
However, the days of a hands-on makeover or skincare consultation appear to be over. As department stores and other shops selling beauty reopen, retailers are having to face a new reality where testers have been removed from counters and consultants are no longer allowed to demonstrate products on customers.
End of Beauty Testers
Source: Get the Gloss
» Continue reading to learn more about the future of digital technology & AI innovations embraced by beauty brands operating online for consumers shopping amidst COVID-19.