The highly dynamic beauty sector is constantly reinventing itself to meet the evolving expectations of consumers. Two major trends stand out: the holistic experience and the engaged phygital, reflecting a more global and integrated approach to well-being and the judicious use of digital technology to enrich the customer experience.
The holistic experience manifests itself in a growing demand for products and rituals that care for the individual in all his or her dimensions, reflecting a global vision of well-being that includes both body and mind. This trend is stimulated by consumers’ desire to regain balance after the periods of stress induced by the pandemic. Brands, as Marie-Stella Charpenet of Nocibé points out, are striving to respond to this quest for well-being with a diversified offering and constant dialogue with their customers, highlighting a carefully crafted value proposition.
At the same time, committed phygital underlines the growing importance of digital in the customer journey, while enhancing in-store experiences. In a sector as experiential as beauty, omnichannel is becoming essential, skilfully combining online and offline interactions to deliver a fluid, personalised experience. Initiatives such as social selling, live shopping and engaged communities are at the heart of this strategy, enriching the points of contact with consumers and encouraging the transition from online to offline.
Nocibé is a perfect example of how these trends can be put into practice. Since the start of their collaboration with Notify in September 2021, Nocibé has focused its efforts on the entire customer journey, engaging the community across all channels, and maximising Lifetime Value (LTV) through highly targeted CRM campaigns. Thanks to the use of a personalised sending moment, Nocibé managed to reactivate 38% of inactive customers, significantly increasing the click-through rate by 12% and web conversion by 17%. This success testifies to the effectiveness of a personalised and well-orchestrated approach in strengthening customer engagement and in the overall management of the customer journey.
These trends and the case of Nocibé highlight the evolution of the beauty sector towards a more global, integrated and personalised approach to well-being, where dialogue with the customer and an enriched experience have become crucial. They also highlight the key role of technology and innovation in creating exceptional customer experiences, tailored to consumers’ evolving needs and aspirations.
