The last two years have had an unprecedented impact, forcing the cosmetics industry to initiate drastic changes. The consulting firm Kline looks back at the major upheavals that are likely to change the beauty industry in the coming months…
With the various confinements, perfumeries have long been closed. The lifting of health restrictions has allowed physical distribution to pick up the pace. Retailers are redesigning their sales spaces to provide a better customer experience. “However, e-commerce will remain the primary channel,” comments Kline. “Digital is gaining ground. We are witnessing a massive adoption by brands of powerful virtual tools”.
Sustainability and well-being
The majority of cosmetic companies have begun their environmental transition. They are also expected by consumers on this theme.
But they are also guarantees of well-being and comfort. The general public is more than ever keen to take the time to do good for themselves and wants products designed for this purpose. Of course, the formulas must be as “clean” as possible and without compromising on quality.
Social engagement
It's not just the state of the planet that matters. Citizens believe that brands have a role to play in today's society. “Many players have embarked on the road to sustainability. We must continue in this direction, communicate with transparency and authenticity”. Thus, manufacturers embrace diverse and varied causes. They are committed to ethnic minorities, LGBT+ communities or animal welfare.
This must also be reflected in the products …
