03/05/2022
The top 3 reasons for Beauty Investments😉👊.
1) Staying Trendy
Consumers in the beauty space like to explore and test new brands and products. Especially millennials and GenZ are tough target groups for the big beauty companies since they change consumer behavior quickly and have specific needs when it comes to their beauty products. For example, last year’s main trends “clean beauty” and “natural cosmetics” led to various new indie brands on the market..
2) Going Tech & Digital
Building own beauty platforms, using big data and AI or inventing beauty tech devices has not necessarily been the core of the global beauty corporates in the past. But since consumers ask for more personalized products, use digital platforms multiple times along their customer journeys, and expect new technologies for their skin treatments, beauty tech startups are the rising stars in the industry. By investing in digital platforms or deep tech startups, beauty incumbents try to build a more intimate relationship with their consumers..
3) Testing New Business Models
Since the consumer behavior has changed and the world has become more digital, new business models already disrupted the beauty industry. As a result of a higher demand of convenience and an increasing digital-savvy consumer base, subscription and direct-to-consumer models came up a couple of years ago. Using those trends, many indie brands started their business based on a D2C channel only — which is also beneficial regarding tight startup budget. Skipping the classical retailer saves margin and allows the brands to communicate directly with the consumer. This is why many beauty corporations acquired startups that are based on a successfully running direct-to-consumer model...
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