Pure Beauty

Constant gratification: How beauty brands can leverage the consumer impulse for immediacy


The cosmetics industry still has work to do to build purchase momentum and customer loyalty within the shopping experience, writes Mighty Social’s Joel Davis

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Despite the pandemic dramatically transforming many of our purchasing behaviours, which has impacted so many sectors, the beauty industry has grown stronger and more innovative.

Everything from make-up and hair colour to manicures and facial treatments have been given an opportunity to reinvent themselves – and many beauty brands have stepped up to the challenge.

There is one emerging trend, however, we have noticed that may take many brands in the beauty sector by surprise. No matter how hard a brand tries to become a girl’s (or boy’s) best friend, they are unlikely to become the most important thing in their customers’ lives unless they can weave convenience and a good dose of immediate gratification into their marketing mix.

Simply put, the time lag between discovery and purchase of ‘the perfect beauty product’ and its delivery is a pain point for a growing number of customers whose expectations have amplified over the past two years.

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