The beauty industry is a growing trend in production, exports and consumption (data collected by Cosmetica Italiana). Many have for years exploited the influence of celebrities as testimonials, but now there are those who have invested in the industry by creating their own brands.
Needing no introduction are KKW BEAUTY by Kim Kardashian, the Haus Laboratories recently launched by Lady Gaga or Fenty Beauty by Rihanna, which has won several awards for offering over 50 shades of foundation.
Make up is talked about everywhere, especially online, in You Tube tutorials and reviews that have made dedicated channels such as Clio Make Up famous.
Many beauty brands have begun to integrate off-line and on-line at the point of sale as well, thanks to display signage and content marketing strategies.
Next to the eyeshadow and lipstick displays, cosmetic brands provided customers with video tutorials sponsoring the use of the products and demonstrating the application of mascara, lipstick and blush.
With Appspace manage the visual communication of your beauty brand
A valuable opportunity for digital signage management comes from Appspace. A cloud-based platform, of which we are a partner, that helps manage and organize all the video media in a store or chain of stores, in Italy as well as abroad.
Think of store windows animated by Video Walls of professional monitors, but also of Tablets or Kiosks with which customers can interact in each store to follow promotions, commercial spots, subscribing, for example, to the newsletter or following tutorials on contouring.
Centralized management of interactive displays for all stores has a great visual impact and allows them to contribute to the customer experience by properly supporting salespeople.
We need to "unhinge the 'copy and paste' mode of working," said Luca Lomazzi, country general manager of Shiseido Group Italy, during the 3rd Beauty Summit Pambianco, urging to adapt to new trends in the industry.
Today, customers are looking for a brand they can identify with that they can build trust in; messages need to be personalized, because customers want to be assured that the speaker knows them.
"Of course we are all digitizing. The point of sale becomes a digital place, where we have a different experience than digital. That's why the point of sale can exist differently from the old paradigms of perfumery of the past. Those who smile the most in retail today have gotten a head start on digital and end-consumer knowledge."
"Advice to customers comes not only from the sales staff, but is supported by technology."
- Luca Lomazzi
Shiseido with Optune aims for personalized cosmetics
Where is the cosmetics market heading? There is increasing talk of digitization as artificial intelligence. "The physical point of sale," explained Luca Lomazzi in an interesting talk at the Beauty Summit, "will exist, but it will be different from the physical we experience today. Digitization will enter the physical.
In the store of the future we will know who is coming in and what they have bought online lately. We will come to have a knowledge of the consumer that will better guide the salesperson's advice. In this sense digitization will enable a more modern relationship between the seller and the buyer. By now, artificial intelligence is increasingly entering our lives and directing consumption. Increasingly, advice is not only coming from sales staff, but is supported by technology, by devices, which are in everyone's pockets."
Shiseido, starting July 1, 2019, has launched Optune, a skincare service that offers customized creams (about 80,000 possibilities offered) for its customers by analyzing, thanks to a photo, each person's skin. A technological system that takes into account geolocation, lifestyle, personal characteristics, offering an application and a distributor of tailor-made products. Innovation continues!
Make your store or store chain more interactive, turn to an Appspace partner like power2Cloud. Try Appspace as your digital signage solution.