Branding in the digital age: 5 beauty design principles of 2018


With digital now intrinsically interwoven into our lives, here are five beauty design principles that will make or break brands in 2018

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Beauty was even busier in 2017 than 2016, with a fever pitch of launches, mergers and acquisitions, and innovations.

Outlandish beauty fads aside (begone sculpted nose hair extensions!), the old rulebook was finally ripped up in 2017 – the one that put brands in control.

My agency gets to grips with the ugly truths that hold brands back. It then overcomes these with smart, beautiful design and communications.

And the single most ugly truth for beauty brands in 2018 is that digital is now intrinsically interwoven into every single part of our daily lives.

Forget about omnichannel. I'm talking about digital shifting from a channel through which people consume and communicate into something manifestly different.

Consumers expect brands to deliver engaging experiences that are relevant to them – whenever, however and wherever they want.

The phone, the tablet, the wearable, the interactive display: digital is a means to an end to solve problems, preferably immediately, or even before they arise.

In 2017, we saw Alexa, Google Assistant, Cortana and Siri come of age, AI-enabled chat bots became ubiquitous and augmented reality fairly commonplace.

2018 will see digital as an attitude – one that puts consumers in control and fundamentally transforms how brands need to look, feel and behave.

In an ever more complex and crowded market, how can beauty brands respond to this power shift?

They have to think digital first: from ...

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