Pure Beauty

Shoppers care about the ‘mission’, not the channel. How can beauty adapt?

Published: 19-Jun-2024

The word social has become synonymous with online, but Clare Cryer, VP for Growth EMEA at Outform, believes socially-enabled in-store environments can elevate beauty retail

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In the world of beauty and wellness, platforms like TikTok and Instagram have emerged as viral powerhouses creating immediate and incredible reach for trends while also being a direct channel to purchase for that must-have skin care or cosmetic brand that makes it real for you.

But the ‘buys’ will always remain a fraction of the views. So, what if we reframe the concept of ‘social’ as being more than just a digital affair?  

Let’s think about the in-store environment. If beauty brands and retailers can approach their stores with an intensely social mindset, they can enhance shopper experiences and meet expectations in new ways.

The challenge is in evolving the store into one that is socially-enabled.

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