Nancy Jeffries, Correspondent08.22.19
What does it take to delve into the psyche of today’s beauty consumer? How do beauty brands establish and maintain the right combination of in-depth analysis and ubiquity to uncover the deepest truths?
Google experts provided the answers at an event presented by Cosmetic Executive Women (CEW) and Google on July 17, at Boston Consulting (BCG) headquarters at Hudson Yards.
Sarah Willersdorf and Pierre Dupreelle, Partners and Managing Directors, BCG, opened the program with a look at the key themes driving growth in the beauty market today, with Willersdorf citing the following:
- Social Influences will continue to be key in driving sales
- Personalization and curation
- Health and wellness, including nutrition, wellness and beauty
- Multicultural brands and retailers
- Experience and engagement, including a big rise in try-on services
- Convenience perspective, emphasizing the frictionless experience
- Continued rise of digital and mobile growth
- Transformation of physical stores, including a major shift to dot coms, and c
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