DLG to Participate in June 2021 WeCosmoprof International

DLG (Digital Luxury Group) and Luxury Society will be participating as speakers at the upcoming WeCosmoprof International an online event for the beauty industry taking place from 7 to 18 June.

Moderated by Lydianne Yap, Editor at Luxury Society, the panel discussion titled Phygital: New Consumer Experiences in Beauty will explore changing consumer behaviours in the beauty sphere and how brands are being challenged to develop phygital experiences for users – both in the West and in China. The session features speakers including DLG’s Partner & Head of International Client Development Iris Chan, Founder and Chief Experience Officer at JINGdigital Aaron Chang, Co-founder of SPATE Yarden Horwitz, and Director of Cultural Strategy at sparks & honey Courtney Emery.

COVID-19 has undoubtedly served to accelerate changes in consumer preferences and behaviours, generating interest in a wider range of beauty products and services including at-home treatments, bolder looks and hairstyles, and even holistic beauty. But the hugest change of all is that these experiences now have to take place entirely online. Digital is no longer just a channel of convenience for consumers to purchase products but has become an extension of the offline experience.

“This shift towards developing online experiences has naturally impacted the type of initiatives rolled out by beauty brands,” says Chan. “With all this online data, there is also an added focus on developing elements of customisation and personalisation. While this looks a bit different in the West versus in China, consumers are largely looking for products and services that are tailored to them, and brands are serving that up,” she adds.

While brands in China tend to leverage WeChat – the nation’s most ubiquitous social platform – for customer data collection to offer personalised services, brands in the West are largely tapping into data from their social channels (like Instagram, Facebook and TikTok), or broader Search data on Google. And because Search data is completely anonymous, consumers tend to be very honest about their concerns, shares Horwitz, allowing brands to better position their products to meet these needs and resonate better with audiences.

But that said, not all countries have the same set of values or are on the same part of a timeline when it comes to things like diversity, beauty standards and data privacy, says Emery. The onus is on brands to leverage the right tools and resources to understand their end consumers and develop online and offline experiences accordingly.

So how can brands navigate this complex digital landscape and develop both online and offline experiences that matter, while offering personalised goods and services for the end-consumer? Find out more in the upcoming Cosmotalks panel discussion Phygital: New Consumer Experiences in Beauty on 8 June at 10 am (CEST).Register at this link to save your seat today.