{"id":5517,"date":"2020-09-16T11:09:00","date_gmt":"2020-09-16T10:09:00","guid":{"rendered":"https:\/\/taggstarstg.wpengine.com\/us\/?p=1209"},"modified":"2024-01-09T04:41:43","modified_gmt":"2024-01-09T09:41:43","slug":"the-face-that-launched-a-thousand-clicks","status":"publish","type":"post","link":"https:\/\/taggstar.com\/us\/blog\/the-face-that-launched-a-thousand-clicks\/","title":{"rendered":"The Face That Launched A Thousand Clicks"},"content":{"rendered":"\n

Leonard Lauder, chairman of Est\u00e9e Lauder in 2001 first described it as the \u2018lipstick index\u2019: when times are tough, people treat themselves and a new lipstick is an affordable feel-good purchase. Now that we\u2019re all spending more time at home and wearing masks when we\u2019re out, it\u2019s been updated to the \u2018moisturizer index\u2019, with skincare a priority for all those Zoom calls.<\/p>\n\n\n\n

Self-care is the watchword for today\u2019s beauty consumer. People are prioritizing wellness and clean beauty. They\u2019re turning to do-it-yourself treatments, investing in devices such as facial steamers. Sustainability \u2013 of products and packaging \u2013 is even more important for many shoppers.  Industry commentator Clare Varga<\/a> expects consumers will \u2018buy less but better\u2019, choosing brands with purpose and authenticity. And of course, they\u2019ll increasingly buy them online.<\/p>\n\n\n\n

The impact of #WFH, mask wearing, ongoing social distancing and \u2018no touching\u2019 on the beauty industry is undeniable. Historically, 85 per cent of beauty purchases have been made in store and McKinsey<\/a> has estimated that global revenues could fall by up to 30%.  On the upside, it\u2019s also something of a tipping point, with many consumers buying their favorite beauty products online for the first time. Big beauty brands have embraced this opportunity to fast track digital transformation programs and take the beauty counter to the customer. <\/p>\n\n\n\n

L\u2019Oreal CEO Jean-Paul Agon<\/a> says he expects online to account for as much as 30 per cent of sales as the group emerges from the crisis, with no regression to pre-pandemic levels.  In July, L\u2019Or\u00e9al announced an \u2018aggressive plan of new product launches\u2019 and advertising campaign. Estee Lauder\u2019s online business delivered nearly triple-digit organic sales growth in<\/a> its fourth quarter and Jane Hertzmark Hudis,<\/a> Estee Lauder\u2019s first female executive group president, has set out her mission to remake the company into a \u201cdigitally empowered beauty powerhouse\u201d.
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There\u2019s a rich and innovative set of digital tools for brands and retailers to deploy as they seek new ways to connect with customers. Virtual sampling tools let customers try on products for lips and eyes, skin and hair. Online consultations and social media events replicate the feel of the store experience.<\/p>\n\n\n\n