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E-commerce has, without a doubt, shifted the norms of shopping. You can virtually market or purchase anything online. It’s safe to say that every industry has been impacted by e-commerce. This can definitely be said for the cosmetics industry.
Even with the global pandemic and economic crisis, the cosmetics industry has continued to thrive and flourish. With the ever-changing marketing landscape and digital technologies emerging, the modern consumers are expecting competitiveness and authenticity when it comes to brands and products. Aside from this, there are many ways that e-commerce had an effect and impact on the cosmetics industry.
Let’s try to list a few…
Digital Marketing - the focus of cosmetics marketing strategies have shifted more towards digital acceleration. As more people are now online, the cosmetic industry has used various platforms on the internet for brand recognition and product introduction. The online presence of brands and products have made them easily recognizable.
Wellness Approach - with the advent of skin care and body care products from the cosmetics industry, many people are now more conscious when it comes to wellness. As e-commerce has made it more visible that wellness is something everyone should focus on, it has driven consumers to patronize the cosmetics industry. As it has become easier for consumers to focus on skin care with all the tutorials and tips they see online, they are leaning more towards DIY self-care brands and products instead of actually getting these done through spas and parlors.
Multi-brand Platforms - since it has been hard to physically go out and shop with the current situation, multi-brand platforms have become great places to search for cosmetics, makeup and skincare products online. Here you will find essentially everything in the line of cosmetics as they serve as sort of a one-stop-shop for your cosmetic needs.
Product Competitiveness - since e-commerce has made the emergence of new brands and products easier, the competition has become more aggressive. Many brands have been grasping at keeping their brand recognition and have been thinking of better ways to compete with the newer and much more bloodthirsty competition. It has become a great game changer.
Consumer Interaction - as mentioned, e-commerce has made it easier for consumers to acquire the products they want, but it has also made it easier for consumers to express and articulate what they truly want and need from the cosmetics industry. With the capability to give out reviews, consumers are able to voice-out their honest opinions about certain products and brands. This has made manufacturers step up their game in giving quality products catering to every possible consumer request. It’s tricky! But if the manufacturer wants to retain current consumers and attract new ones, then by all means they have to step up their game.
Sustainable and Organic Products - as consumers are becoming aware of harmful chemicals and ingredients in many cosmetic products, they have grown to become mindful of the contents of their favorite cosmetics. Eco-friendly and organic beauty and care products are now more in demand, with the growing concern for the environment, sustainable living and all-around wellness for the body. Brands are becoming more transparent and vocal about their product contents and shun chemically harsh ingredients. By showing environmental and health consciousness, manufacturers from the cosmetic industry has gained the trust and respect of consumers.
Digitizing Brand Management - e-commerce has not only made it easier for consumers, manufacturers and sellers have reaped the benefits of online selling. It has made inventory and sales processes easier by providing real-time data and information. By having a centralized system, it is easier to manage various platforms and networks on where brands and products are marketed and sold.
Online Personalization - without the option to try products on, e-commerce has come up with digitized ways to make consumers have the full experience even when just online. A trend recently being adapted is Augmented Reality or AR. This allows consumers to see what a product would look like on them without the need to purchase beforehand. This is the next best thing to physically being there and trying products on.
It is safe to say that the cosmetic industry has sort of revolutionized e-commerce and vice versa. It just leaves us wondering, what could be next?
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