The beauty industry is booming online, with consumers turning to ecommerce platforms for their skincare, makeup, and wellness needs. But in this competitive space, staying ahead of the curve is essential.
Here, we at Honchō, a search marketing agency specialising in ecommerce, explore the top five trends that will define beauty e-commerce in 2024:
1. Beauty-Tech Takes Over: AI Powers Personalisation and Innovation
Forget generic product recommendations – AI empowers you to deliver a truly personalised experience. Imagine AI chatbots analysing a customer's skin concerns and recommending the perfect skincare routine. Or, picture AI-powered shade-matching tools that help customers find their ideal foundation shade online. This level of personalisation can help to boost trust and brand loyalty, boosting conversions.
2. AR Makes Virtual Try-Ons a Reality
Gone are the days of wondering if that lipstick shade will flatter your skin tone. AR lets customers virtually "try on" makeup, hairstyles, and even contact lenses before they buy. This immersive experience increases customer confidence and satisfaction, leading to fewer returns and happier customers.
3. Social Commerce Reigns Supreme: Beauty Brands Embrace the Power of "Shoppable" Content
Social media is no longer just for browsing gorgeous makeup tutorials. Platforms like Instagram and TikTok are integrating seamless shopping features, allowing users to discover and purchase products directly within the app. Beauty brands that leverage influencer partnerships and create engaging "shoppable" content will thrive in social commerce.
4. Sustainability Wins Hearts (and Wallets): Eco-Conscious Beauty Takes Centre Stage
Consumers are increasingly eco-conscious, seeking out beauty brands that prioritise sustainability. From using recycled packaging and clean, natural ingredients to ensuring ethical sourcing practices, brands that embrace sustainable practices will resonate with today's beauty buyer.
5. Beauty Gets Inclusive: Catering to Diverse Needs
The beauty industry is finally moving away from one-size-fits-all solutions. Consumers are demanding products that cater to a wider range of skin tones, hair types, and ethnicities. Beauty brands that celebrate diversity and offer inclusive product lines will build a loyal customer base and establish themselves as leaders in the industry.
These trends present exciting opportunities for beauty e-commerce businesses. At Honchō, we understand the unique needs of the beauty industry. We offer bespoke search strategies designed to help you leverage these trends and achieve your unique ecommerce goals.
Get in touch today for a free consultation and discover how we can help you achieve lasting success.
Lottie Hippisley
