Adgully Bureau
| 1 day ago
Views: 764
Your browser does not support the audio element.
Authored by: Vaishnavi Jain, Beauty Expert, Makeup Artist, Educator, Entrepreneur & Head of Product Development at PAC Cosmetics
Social media has completely transformed how consumers discover, understand and ultimately purchase makeup products. Earlier, beauty trends were largely disseminated through magazines, television shows, professional makeup artists and retail counters. Today, a single 20-second Reel can introduce a trend, technique or product to millions of consumers and influence what they choose to explore or purchase.
The bigger shift, however, is not simply that trends are moving faster. Consumers themselves have become more informed and discerning about what they expect from makeup products.
The questions have evolved from simply asking, “Which product should I use?” to more specific considerations such as, “Will this suit my skin?”, “How can I achieve this finish?” and “How will this look in natural daylight?” This reflects a more educated beauty changing how consumers judge products
Today’s beauty consumer has access to more references than ever before. Before purchasing a product, consumers can compare finishes across brands, watch multiple application videos and see how makeup looks in natural light, close-ups and on different skin tones.
This has raised the bar for transparency within the beauty industry. Consumers increasingly want to understand how a product
