Despite the impact of COVID-19, the event was able to be hosted virtually, providing brands from across the globe a platform to come together to discover new trends and developments within the beauty industry, from AI and web trends to the importance of sustainability and packaging.
Joining a panel of experts from Wella Companies, Ciaté London, Holland & Barrett Benelux, and Amanda Harrington, Gary Rees and the group discussed the ever-changing impact of social media and influencer marketing on the success of beauty brands. Exploring the diversification of influencers and the move from celebrity influencers to the general consumer influencer, the group discussed the importance of synonymous experiences offline, online and in-store.
The group explored why a consistent brand experience at every touchpoint of the user journey is essential for success. As Gary Ress explained:
“The most important thing [for the execution of the offline influencer experience] is consistency. It’s consistency with delivery; it’s the best possible experience with the best courier. It’s the packaging; Its vital packaging is clean, crisp, and it looks absolutely spot on when they’re unboxing.”
With the move towards the general consumer becoming influencers, it’s more important than ever for brands to ensure every order is handled as if it was for a celebrity. In turn, this may challenge many brands as they struggle to upskill in-house teams, create efficient processes or outgrow the capabilities of their existing operations solutions.
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