Top digital trends: Revieve reveals consumers seek to build trust and be seen

22 Feb 2023 --- Revieve is revealing the top digital skincare trends and behaviors in its latest report, which culminates data from its AI Skincare Advisor and retail customers across 40 countries across all the continents. The data represents over four million annual user engagements in 2022.

In the first part of the report, the beauty technology company finds that customer preferences and behaviors have evolved in recent years, prompting brands to adjust to changing consumer habits. 

Top trends include personalization, hybrid beauty experiences and consumer interaction with digital skincare experiences. Additionally, the beauty technology aggregator suggests it will be increasingly important to make the exchange between beauty brands and customers transparent to establish a “trust cycle.”

The report demonstrates that 77% of female users engage with AI skin analysis solutions than 69% of male users. However, both groups drive almost equal purchase actions in digital skincare experiences (26% and 21%, respectively).

Consequently, it found that conducting an online selfie analysis increases the customers’ confidence to purchase more products. The completion rate for a selfie taker in Revieve’s digital skincare experiences is 60% higher than for non-selfie takers. In addition, the add-to-cart rate is 86% higher for selfie-takers and 53% perform more purchase-related actions than non-selfie-takers.

“According to our data, the difference in add-to-cart rate is much higher for users that decide to take a selfie. This could be because their skin is being analyzed, which builds a stronger bond with the customer because they feel seen,” Sampo Parkkinen, founder and CEO at Revieve, tells PersonalCareInsights.

“This experience replicates the in-store beauty consultant experience online. In today’s digital environment, to keep consumers engaged, you need to build trust.”With the help of digital solutions, beauty companies can empower consumers to understand their skin better.

Utilizing data for effective marketing
Revieve’s report, “Augmenting the Beauty Consumer Journey in 2023,” reveals that customers globally are primarily concerned about maintaining healthy and youthful-looking skin.

Wrinkles, under-eye bags and acne are common concerns among all customers. Other skin concerns include dark spots, dull skin and visible pores. In addition, male users are predominantly identified as having oily skin, whereas female users report mainly having combination skin.

“Marketing beauty products must take a more holistic approach centered around beauty, health, and wellness. Beauty is not only about how one looks but also how one feels,” says Parkkinen.

“Promoting healthy aging must take a holistic approach, from how a brand communicates about it to products tailored to help people embrace that natural journey. For example, brands like No7 Beauty Company have created more inclusive skincare ranges for women going through menopause to help target the visual signs of reduced estrogen and collagen in the skin.”

Helen Robertshaw, dermatology advisor at Revieve, adds that the differences in skin concerns between male and female users correlate to what is seen in the dermatology field.

“Overall, both user groups are concerned about aging because one’s skin appearance reflects a person’s health and well-being – and wrinkles are the most notable sign of this. In addition, younger looks are associated with attractiveness – so it is unsurprising that people focus on treating wrinkles.”

Beauty businesses are now transitioning to a more personalized customer experience.Hyper-personalization becomes the norm
According to Parkinnen, the beauty industry is transitioning toward relationship commerce – which involves getting to know consumers individually and continuously for a personalized brand experience.

“Beauty businesses are now transitioning to a more personalized customer experience. Beauty technology companies like Revieve, specializing in helping beauty brands and retailers extract rich consumer data, empower beauty brands and retailers to unpack the hidden element of the customer journey — their wants, goals and concerns,” he asserts.

“With the help of AI and digital solutions, beauty companies can empower consumers to understand their skin better, find what they are looking for and revolutionize how they shop for beauty products by making them more personal, seamless and engaging.”

Revieve’s latest report also covers the most central themes to define the beauty industry’s future.

“This will allow brands to master the customer experience by utilizing the latest beauty tech, uncover new opportunities and augment their beauty customer journeys in 2023 and beyond,” concludes Parkinnen.

By Radhika Sikaria