Three ways to revive your beauty brand in 2022

We’ve witnessed that beauty is a concept that is always evolving. This is why as forces of the beauty industry it’s important for you to keep up with the evolution of the industry and align your beauty brand with your consumer. At Skin Match Technology, we’ve seen countless amazing brands that may be struggling simply because their look and feel is a little outdated, so let's discuss what this means and how to solve it.

1. Identify new consumers

A major factor that influences your brand’s relevancy is the dominating generation that makes up consumers. GenZ makes up 40% of consumers, this means it’s important to understand the buying habits and what appeals to GenZ. According to Vogue Business GenZ is a digitally native generation with full access to social media to express their demands, disagreement and doubts. That’s putting pressure on brands to respond ever-faster and more proactively. Being listened to is an expectation. 

They not only appreciate brands paying attention to their feedback but there is also an expectation that brands will change accordingly. In the US, GenZ is the most ethnically and racially diverse generation to date, so inclusion and diversity are “essential to who they are”, says Bliss of Y Pulse. Some 79% of GenZ’s surveyed by Y Pulse agree that brands that create products for the skin have a responsibility to represent all colours and tones. Definitions of inclusivity have also broadened, spanning race, ethnicity, gender, sexual orientation, body size, and disability. GenZ shoppers expect brands and products to align with them by addressing these.

2. Adapt the look and feel of your brand

Everything depends on the type of audience you wish to attract and engage with once that is established you need to make sure that your products present themselves in a way that is visually appealing to your target consumer. This includes market analysis of what other brands look like, not to mimic but in order to take the current expectation and make it unique to your brand. 

An interesting case study are the beauty brands by the Kardashian-Jenner clan. Note their minimal, clean packaging and how they’ve stayed consistent with this packaging throughout. They’ve taken the look and feel and made it their own, now, many brands have taken on this visual and made it their own in some way.

Here we can see the trends in packaging from brands like KKW Beauty, Kylie skin, Huxley and more. Brands seem to be taking a modern, minimal refreshed beauty take but in their own way.

3. Introduce AI to help navigate your offering

According to research by AI conversation platform Liveperson, shared with Vogue Business that 86% of respondents say they are more likely to do business with a company that interacts with them in a personalized way.

AI and beauty have become an unstoppable duo since the beginning of the pandemic which plummeted brands into the future in order to ensure that they still deliver the best service to their consumers from a distance.

How AI revolutionises your beauty brand: 

• Digital INCI explainers to provide transparency to your consumers

• Digital shade finders for colour cosmetics not only helps your consumers discover their shade in colour cosmetics but also helps your brand learn more about your consumer in what shades you need to offer and expanding your diversity by doing that.

• Providing guidance through digital consultation tools so that consumers can discover the right products for their skin and hair.

To conclude, the life span of your brand comes down to whether or not you want to evolve, and if there is a need. If you’re doing amazing just as you are, stay that way or consider tapping into a new market just for the sake of it.