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BEAUTY AND E-COMMERCE

There was a time when we used to take suggestion and ask for skin care products from the best dermatologists available. Now things have changed and technology has dominated every industry including the beauty market. The cosmetic industry’s global net worth is about 532 billion dollars, that is expected to grow with a net worth of 805 billion dollars by 2023. 

Recently, the beauty industry has shifted its attention from the traditional brick-and-mortar to e-commerce platforms. Any beauty or skin care product or tool, you name it, and your will get it online. 

Since the COVID-19 lockdown, people were caged in their houses for months and no opportunity of purchasing in person. In these crucial times, e-commerce means of selling beauty products came in the game and it seems like as if it is never leaving soon.

Therefore, in order to increase online sales, many beauty products are deeply concerned about customer queries regarding the products they are probably going to buy without physically testing them. Most of the customers tend to ask questions that are mostly about allergic reactions or possible side effects of a product, the original ingredients used in a product, what skin type would be suitable with a product etc.

Technological advancement and artificial intelligence has revolutionized the process of buying cosmetics online. For instance, L’Oréal in 2014 launched a beauty application called “Makeup Genius”. The purpose of this app was to give the customers an interactive experience while buying makeup. It turned the front camera of an iPhone or iPad into a “mirror” where users can virtually try before they buy the product. Thus technology, even in future, is expected to close the gaps between e-commerce platforms and the beauty industry. 

As online beauty stores kept on increasing, so did the beauty product critics and reviewers. Nowadays, beauty bloggers and vloggers prefer showing rather than telling. Makeup artists and influencers try and apply in front of their subscribers and followers via going live on YouTube or Instagram or by simply making a IGTV video. 

Top emerging online beauty stores in Pakistan are Dr. Rashel , Focallure,  Makeover Paris Pakistan.

RELATED: TOP BEAUTY PRODUCTS YOU ESSENTIALLY NEED ON YOUR SHELF 

 

 

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