- More brands and retailers are looking at digital technology as a way to address customer pain points.
At the same time, L.E.K. Consulting research reveals a growing interest among beauty consumers in trying digital beauty solutions.
Digital solutions are appearing at every stage of the beauty customer life cycle (discover, trial, purchase, apply, engage and replenish) and across age groups (high interest among both younger and older women).
An examination of the trend reveals three main ways to access next-level beauty technology. The right approach depends on resource availability and an in-depth understanding of the company’s consumers and their needs.