The digital industry continues to influence the behaviors and habits of the consumer as they navigate their way down the beauty aisle. In this ever-evolving digital landscape, how do brands engage and build trust with consumers? This half-day informational program focused on reaching consumers through augmented reality, video, co-creation and more.
On October 12, 2017, Cosmetic Executive Women (CEW) curated a conference at Cipriani 42nd Street that brought together 700 executives from beauty and related industries and 16 experts representing the unique perspectives of brands, retailers, social and digital platforms, influencer agencies and futurists, on how to stay competitive and differentiate your brand in the current marketing climate.
“Today’s consumer is highly influenced by digital media, ultimately changing the way they shop for beauty products,” says CEW President, Carlotta Jacobson. “We felt it was important to support industry brands by providing them with the knowledge and tools they need to be successful in this digital world.”
The panelists shared insights into the unique shopping behaviors for Millennials, Gen X & Gen Z; as well as their influence on product development. They also discussed strategies on collaborating with social platforms and how brands can use big data to drive engagement.
The topic of the connected consumer was conceived after an independent survey conducted by WSL Strategic Group identified a need in addressing the unique business challenges that have developed because of digital disruption. More than 90% of beauty marketing executives feel there are greater expectations to understand and implement digital marketing tools into their strategies.