Whilst products will always lie at the heart of the beauty industry, brand innovation is increasingly being driven by consumers’ demand for richer and more convenient shopping experiences. With the COVID-19 pandemic shaping every aspect of our life from working and shopping, to socializing, beauty brands need to adapt their business models to changes in consumers’ behavior and expectations.

The beauty sector, which once heavily relied on brick-and-mortar retail, has had to evolve and update the ways in which it interacts with customers such as offering major exposure on social media platforms. Trends such as the rise in consumer adoption of social commerce and subscription services is driving marketing leaders to reassess their strategies.

In this report, we look at five of these evolving digital marketing trends within the beauty industry to help brands thrive in a fast-changing and complex digital landscape.

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