The world of retail is undergoing a revolution. With the meteoric rise of e-commerce, consumer habits have changed profoundly. With just a few clicks, they can discover thousands of products, compare prices, read reviews and complete their purchases from the comfort of their own homes. This convenience, combined with the efficiency of e-commerce, has transformed the way customers perceive physical retailing.
Today, going into a shop is no longer an automatic. It has to be worth it. Simply seeing or trying out a product is no longer enough. Modern consumers, stimulated by the infinite possibilities of digital technology, are looking for more than just a place to transact business.
They want an experience. Entering a shop should be an invitation to travel into the world of a brand, to feel its values and dive into its history.
It’s a question of reenchanting the customer journey, integrating interactive, playful and surprising elements. Consumers no longer want an ordinary visit; they want an enhanced experience, enriched by technology, personalisation and innovation. The shop is no longer a simple point of sale, but a place where interaction becomes memorable.
This edition takes stock of consumer expectations and provides food for thought on how professionals can change the way they sell their beauty products.
The author
A graduate of the European Institute of Journalism, Jasmine Salmi is a journalist specializing in the field of cosmetics. She joined the editorial team of CosmeticOBS-L’Observatoire des Cosmétiques in 2016. Her core areas of expertise are trends, eco-responsibility and the analysis of the beauty market.
Minibook 2025 “Retail in 2025”, english version, L’Observatoire des Cosmétiques’ edition (January 2025), 17 pages (ISBN: 978-2-493362-35-3), PDF format.
