Sustainable beauty, live streaming, and customised product recommendations amongst predicted trends in global eCommerce for the beauty & cosmetics sector
Sustainable beauty, live streaming, and customised product recommendations amongst expected trends in beauty ecommerce for 2024, new expert analysis has revealed. Research by fulfilmentcrowd – a global fulfilment platform, driven by technology, for high growth omni-channel brands – investigated global ecommerce trends in the beauty and cosmetics sector to predict what we might see in the coming months from the industry. The predictions group into one of three categories: Shifting consumer preferences and purchasing behaviours; Impact of social media influencers; Personalisation.
Shifting consumer preferences and purchasing behaviours
• Feel good feeling: The rise of ethical and sustainable beauty
• Squeaky clean: The demand for clean beauty products
• Convenience and speed
• Virtual try-ons and Augmented Reality (AR)
Sunil Nand (Head of Development, and sector expert in Beauty and Cosmetics at fulfilmentcrowd) commented: “Today’s consumers are increasingly conscious of the environmental and ethical impact of their purchases. Brands that emphasise sustainability, cruelty-free practices, and eco-friendly packaging are gaining significant traction.
“Consumers are also prioritising health and wellness, leading to a surge in demand for organic and non-toxic beauty products. The ‘clean beauty’ movement – which focuses on products free from harmful chemicals and made from natural ingredients – is not just about avoiding harmful ingredients, however; it also encompasses transparency and simplicity. This trend has led to an increase in DIY beauty routines, where consumers mix their own products using simple, natural ingredients.
“In today’s modern world we expect seamless, fast, and convenient shopping experiences. Features like same-day delivery, easy returns, and comprehensive product information are becoming standard requirements. In the beauty sector, this translates to the need for detailed product descriptions, high-quality images, and user reviews that help consumers make informed decisions.
“Augmented Reality (AR) is revolutionising the way consumers shop for beauty products online. Virtual try-ons allow customers to test products like makeup and hair colours digitally, providing a more interactive and personalised shopping experience. This technology bridges the gap between online and in-store shopping, helping consumers visualise how products will look on them without needing to visit a physical store. It also limits returns and the likelihood of frustrated customers. AR tools are becoming even more sophisticated, offering realistic and accurate representations of how products will appear on different skin tones and facial features”.
Impact of social media influencers
• Micro-influencers
• User-Generated Content (UGC)
• Live streaming and social commerce
Nand shared: “Social media influencers play a crucial role in shaping consumer opinions and driving purchasing decisions in the beauty sector, so are becoming a critical part of beauty and cosmetic brands’ marketing strategies. Micro-influencers, with their niche and engaged audiences, are proving to be equally (if not more) effective than macro-influencers with vast reach. Brands are increasingly collaborating with multiple micro-influencers to create a broad yet targeted marketing strategy
“Encouraging customers to share their own content, specifically after they’ve purchased certain products, can boost engagement and build a community around a brand. User-generated content (UGC) also provides social proof, which is a powerful motivator for potential buyers.
“Live streaming allows influencers and brands to showcase products in real-time, answer questions, and drive instant purchases through integrated shopping features. This form of social commerce is gaining popularity, as it combines entertainment with shopping, creating a highly engaging experience”.
Personalisation in beauty eCommerce
• Customised product recommendations
• Tailored beauty solutions
• Subscription boxes
• Enhanced customer experience
Nand continued: “By leveraging AI and data analytics, beauty brands can offer personalised product recommendations based on individual preferences, purchase history, and browsing behaviour. This not only enhances the shopping experience, but also increases the likelihood of conversion. AI-powered recommendation engines analyse vast amounts of data to understand customer preferences and predict future needs. This technology can suggest complementary products, provide tailored beauty tips, and even forecast trends based on user behaviour.
“Brands offering customisable solutions, such as bespoke skincare or personalised makeup shades, are gaining a competitive edge. Customisation allows consumers to feel more in control of their beauty routines and ensures that products address their specific concerns.
“Personalised subscription boxes that deliver curated beauty products based on customer profiles have heavily risen over the last 12 months. Many subscription services use customer data to curate boxes that match individual preferences, introducing subscribers to new products and brands.
“From personalised email marketing campaigns to tailored loyalty programs, providing a customised experience at every touchpoint helps build stronger relationships with customers. Loyalty programs that reward customers for their purchases and engagement are becoming more sophisticated. Brands are using data analytics to create tiered rewards systems, personalised offers, and exclusive perks that resonate with individual customers. By recognising and rewarding loyalty, brands can enhance customer retention and lifetime value”.
To find out how fulfilmentcrowd can help your retail operation, visit them online here or connect here to start the conversation.
