Written by Sabina Ariff/Munshi on Digilah (Tech Thought Leadership)
The skincare industry has always been a very traditional space in the way business was done. Heavily brick and mortar, mass targeting when it came to marketing, touch and feel factor was crucial and only the big boys had a stake in the game. Well, all of that is being challenged and the disruptors are here to stay.
The health and well-being industry went through a seismic shift during the pandemic when, time at home increased exponentially and the need to engage and connect reached an unusual high. This interesting combination led to niche skin care brands finding innovative ways to not only build a community but use digital platforms to engage, interact and show customers how to maximize their time at home while achieving that sought after glow and Zen vibe.
Online shopping platforms and social media tools gave brands the much needed space to create content that was amplified to customers who were hungry for relatable content and the need to find a calm in the chaos of the pandemic. Customers interacted with each other and shared feedback on the efficacy of brands and were not shy to voice their opinions about the drawbacks of a product. This forced brands not only to be transparent about their sources but also held accountable to high standards which in turn made online skincare shopping more appealing.
Taking this conversation forward we talk about business growth alongside trust and community in the skincare world. The natural and organic beauty product market is expected to touch $54Billion by 2027 and digital has a strong role to play in this. Direct to consumer on online market places has been a game changer and will contribute heavily to this forecast. Social media product tags will also be a big part of the sales numbers for skincare brands.
Never before has it been this pivotal for brands to be present and be seen on the phone screens of Gen Z to Millennials.
Baréskin calls its’ customer base the “CircleOfTrust” which cements how important the factor of trust is in a world where digital interaction is the only option sometimes. Community building and a strong story, backs this brands success and there is no looking back. Frequent LIVE sessions with the founder, supporting other female-led brands, taking transparency of toxic ingredients seriously and authenticity of its content are all part of the brand ethos which the founder has ingrained in all aspects of the business. This has to seamlessly translate to the customer which is when the magic happens.
Capturing this wave will mean staying agile and on the ball more than ever before but fortunately for us, we take this challenge on as an opportunity to grow to our full potential.