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.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
