Omnichannel, silver generation and digitalisation: What can we expect about the future of the retail beauty?

The last 23th February, during the celebration of the 'Beauty Retail Forum' debated on the present and the future of the retail in the sector beauty in a round table with five experts in retail beauty. Gloría Pavía (Europe PR Lead of Lush), Luana Prieto (Sales Manager de MDB Suite), Diana Guzmán (Director of Marketing & Digital Ecosystem), Jordi Calduch (CEO of Sampling Innovations) and Raquel Sarradell (Head E-commerce & Digital Marketing MiiN Cosmetics), in a roundtable moderated by the director of the Next In Beauty, Helena Rodríguez exposed the 'focus themes' that develop around the retail in beauty and perfumery, offering a perspective from the professional channel, reviewing the chain of value, until arriving to the point of sale. The speed and the digitalisation postcovid have done to accelerate all the advances in matter of e-commerce and have changed the ways to communicate with the client and the forms of purchase: Raquel Sarradell, of MiiN stood out that: "the technology and the fast that is going all has to see a lot with what happened in the pandemic. In Spain, the subject of the digitalisation and e-commerce took us by surprise. The teams of communication had to put the fast batteries and finally, what tested in the pandemic by need have incorporated it in our routine and have followed incorporating." Another of the keypoints that purchased leadership during the round table wasl to decision of LUSH UK to disappear of the social networks of the group put. Still like this, they have achieved that the month of December of 2022 have turned into the month of December that more income generated. Gloría Pavía, Europe PR Lead of LUSH, explained that, further of the social networks, exist other methods to know the needs of the users and customers: "they are risky missions. In the month of November went us of all the social networks of the group Put and LUSH is the mark more instragameable.However , we are in contact with our consumers, and our community has turned into our spokesmen. We are still in Youtube and in Pinterest, that in UK has a lot of users and also have focused us in creating collaborations. LUSH Is a shop that is an experience, and the people wants to follow experienced and follow coming." For Diana Guzmán, of Clarel Senses, instead, the social media is something that consider like an indispensable point of listens with the consumer. The crowbars or the drivers of purchase of the consumer determine the final decision of the consumer. The sustainability, is, definitely, a 'must'. "The sustainability is a critical factor that existed before the pandemic but that has had a brutal acceleration to as a result of the pandemic and has kept . It is very important to find sustainable solutions and there is a wide reportorio." It stood out the CEO of Sampling Innovations, Jordi Calduch. So many marks like consumers sue products more sustainable, and the authorities, as we saw in the report of NielsenIQ, also: "lace mark request it and also the target of the public also determines it, and in this case, do not speak so much of age or generations. Has a lot that see with the sensitivity and a cultural field. In other continents the sustainability is the third or fourth factor of decision whereas in Europe is the first or second", added Jordi Calduch of Sampling Innovations. From MiiN, Raquel Sarradell, does special allusion to the evolution and transformation that are living like society: "we Are in a moment in which the sustainability is important for all, so many companies like consumers. Also, in Europe, with the inflation the sustainability sees limited also to the price, although in the next years will see changes with regard to these habits of purchase and of life." Luana, contributed also the vision that obtains from the hair salon: "con the pandemic had to do a total change. We find the interest of the customer by this product echo-sustainable, vegans, solids… Previously, the marks that tried it did not have this experience. After his use now yes, the consumer has a good experience and they take account that the people is able to pay more by a more sustainable product, because it takes into account other attributes." "For LUSH the sustainability no longer is sufficient, it is necessary to go further, it is necessary to go to by the regeneration. The consumer is conscious of the impact of the habits of purchase in the environment. The effectiveness of the product is in reality the driver of purchase", explained the manager of PR of LUSH in Europe. Diana Guzmán of Clarel Senses, indicated that the sustainability was a complementary quality of the product that could do decant to the consumer between diverse alternative. Expand the variety of the generations is something that as it indicated NielsenIQ is happenning. The inclusion of other profiles in the spectrum that refers to the consumer, especially, that that belongs to the generation 'silver' attracts the attention of the brands. It treats of an increasingly familiarised consumer with the field of the technology, represents 40% of the population with more purchasing power and that the zeta and Alpha and supposes 65% of the wealth. Luana Of MDB Suite explains that the the consumer of the generation silver is essential in the sector of the hair salon: "have a lot of silver and have adapted to the technology. The people silver adapt , understand it and use it of an impressive way. I am immersed in a project in that a sector totally analogico as it is the perfumery move to the e-commerce. It is a consumer that has time, does not want to remain backwards and has money." By his part, Diana added that these users look for to give his small luxuries and this has to be taken advantage of by the marks. Jordi of Sampling specified that it is a clientele that values much more the experience of purchase: "it likes them the direct attention and enjoy more than the moment to go to purchase. Have a lot of criterion because they enjoy of more time to inform . It is a faithful consumer by what gives you a probability of recurrencia higher." With regard to the form to buy of the silver, the components of the round table coincided in that unlike the generation zeta and alpha, decant more by the councils and recommendations that receive from the point of sale, although it is more difficult interact with them by social networks. The also known like boomers are easy to cultivate the loyalty them to a product that show his effectiveness, but also this does more complicated that they want to know other products. The more youngsters, instead, himself that are had to test always new formats and experience with them. From MiiN, Raquel Sarradell stands out that it is true that the industry of the beauty bets too much by the young profile: "from the 35 seems that there are not faces with which can feel us identified. The consumers silver no longer have fear to buy on-line." Omnichannel: Definitely, the big concept of the day, Have to leave to think between ON And OFF and create an experience that was 360? All coincided that right now, the omnicanalidad is an utopia. Diana Guzmán from 'Clarel Senses', argued that they are very few the companies that have omnicanalidad and explained that in the case of Clarel want to direct now to the omnicanalidad. In spite of this, explains that it is something that has to to apply in the business structure, something that remains in the forget for the marks and the omit it is where detects the first error. "The omnicanalidad has to be in everything, even inside the organisation", concluded Diana. On line with Diana, the Manager of E-commerce and Digital Marketing, specified that "as we are accustomed to work by departments, separate, and this involves one a little fluent communication. We work with he dynamics and business synergies to arrive to the customer. We will arrive, but it is truth that the omnicanalidad is not easy and very few companies do it perfect." In this point, Gloria Pavía of LUSH indicated that the consumer no longer differentiates between ON and OFF. "If I have a bad experience with a mark in his channel ON, this goes to affect to the image that have I like mark, although it was OFF. The marks have to focus us in giving an only experience in all the channels. The attention to the customer and the training of the workers is something fundamental, therefore, it is necessary incidir in her. The dependent of shop are the main ambassadors that have the marks. It gives the same what do from PR in my case, they are the people that are in direct contact to the customer", stood out the leader of PR of Europe of the retailer of natural cosmetic. To finalise the event and the round table, invited to the experts that formed part of this debate to do a small approximation of which could be the future of the retail beauty: "we go for an experience phygital where the consumer will be but demanding, with the level of competition that have. It will survive the retailer that have achieved to have an interaction and a knowledge of his final consumer", indicated Diana Guzmán of Clarel. From LUSH, Gloria, did upsetting in that it is necessary to do a transformation from the sustainability to the regeneration: "It Is necessary to develop effective regeneratives products. If we want that this planet last us a lot of years it is necessary to take care it and give to the customer an only experience in any channel, but definitely, the effectiveness of the product." Luana Prieto ensured that they approximate some brilliant years for the industry of the beauty and the hair salon, but warned that "we go to a paradise to the that it is necessary to direct in a train bleats that it calls 'digitalisation'.The one who no longer was mounted, remains was. I encourage to that all the world review because we go very fast". Jordi Calduch, from Sampling influenced in the importance of the human value: "It Is necessary to find the way to connect the person with the product and the mark." Raquel, to culminate the event, stood out the customization: "The customization is something that it is necessary to stand out and that we can access to her thanks to the data that offers us the technology. The experience has to be memorable and do that they go back to the shop."

Omnichannel, silver generation and digitalisation: What can we expect about the future of the retail beauty?

During the celebration of the 'Beauty Retail Forum', the round table with the experts in retail beauty, perfumery and hair salon debated on the actuality and the future of the retail in the industry