Which consumer attitudes are prompting beauty companies to change their modus operandi? The longtime objective of the cosmetics industry was to reach as many consumers as possible via a given product. It relied on “dream appeal” based on a fantasized representation of reality, perfect asperities and elements of brand discourse featuring a single magic formula.
The New Beauty Equation
Audrey Roulin, Beauty Director at NellyRodi, shares her vision of today’s beauty sector characterized by the massification of niche markets, the prevalence of emotion in online presence and the advent of conversational brands.