Engaging new and existing audiences has never been more challenging for beauty brands.
With consumer attention increasingly fragmented across a growing number of media channels, attracting and retaining customers requires new strategies that are both authentic and innovative.
However, within this challenge lies an exciting opportunity – to resonate with discerning audiences – and trust and brand affinity are the critical bridge.
If you are reconsidering your strategy to cultivate this, then there are three important things to consider: personalisation, positivity and unpredictability.
Now is the time to get personal with technology.
Artificial intelligence (AI) is reshaping beauty marketing and Gen Z is here for it as it helps to create more relevant, inclusive and diverse recommendations.
And in the modern social media feed, consumers interact with AI daily – from filters to chatbots.
Even AI models such as Shudu [the creation of photographer Cameron-James Wilson] are now serving as the face of major beauty campaigns, blurring the lines between real and digital.
Beyond this, advancing technology has helped make the transition from
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