![]() 1 in 4 global consumers have bought a product or service via a chat messenger service, and a further 25% would be interested to do so. The brand reportedly experienced an increase of 500% in sales over a 10 day period.Ĭhat services are another route to seamless, on-the-go shopping. And with shoppable functionality now integrated into both Instagram and Pinterest, and an explosion of shoppable video from brands on YouTube, we expect this proportion to grow quickly.ĭr Brandt used shoppable ads on Instagram Stories to drive sales of face masks via MikMak Attach, which connects social media ads to retailers’ e-commerce sites and allows viewers to purchase products without leaving the networks. Foresight Factory’s most recent data shows that 29% of global consumers claim to have already purchased something via social media, with a further 30% expressing interest in doing so. The home of tutorials, unboxing videos, backstage content, dupe-hunting and sharing swatches, the social space is an ideal one for cosmetics shopping. With the popularity of networks like YouTube, Snapchat and Instagram among beauty vloggers and make-up brands, consumers are already finding inspiration for looks and new products on social media. Social media in particular is a new arena for retail. This is a theme we track in our trend The Shoppable Universe. #Foresight auto freeShopping is breaking free of all constraints – spaces and opportunities to buy and sell, both on- and offline, are expanding. So the market for this globally is huge – 64% of global consumers are potential users. 7% globally are forecast to be using such services by 2025 (taking into account when the technology will be widely available, among other factors) and a further 57% are interested. Great for consumers but challenging for brands as space for discovery is squeezed.Ĥ8% of our global sample says they are interested in services that would automatically order and deliver household products now, but we see this expressed interest converting into actual usage relatively soon. This is especially true of those who have already found products that suit their needs and seek the convenience of never running out. So how will this affect how people buy beauty? For beauty and personal care brands, we expect that many will favour auto-replenishment and will outsource to restock lower interest categories (shampoo, deodorant) and favourite items. Once they are granted the autonomy to order groceries for us based on past behaviour and preferences, control over which brands are selected is essentially handed over to an algorithm. Now, voice assistants happily add items to shopping lists when we ask them to. Once a user is locked in to a certain type of product – perhaps the only one which is compatible with their smart appliance – tempting them to explore new or alternative products will likely prove difficult. Auto-replenishing technology (see Amazon’s Dash Replenishment Service) and home voice assistants – such as Google’s Home or Chinese firm LingLong’s DingDong, which uses voice recognition technology to action commands and answer questions – are serious threats to brands. From dedicated stores for particular schools of thought, such as cruelty-free or fast fashion brands like H&M and retailers like ASOS launching own-brand beauty lines, to Instagram-only ranges and beauty box subscriptions, the number of ways and places to buy beauty are expanding.Īnd this is opening up both threats and opportunities for beauty brands.īrands are being rendered less visible to target customers through parallel innovation in new technologies. Retail is becoming increasingly fragmented and for the beauty industry, perhaps more than most. Threats and opportunities for beauty brands ![]()
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