The top 5 areas beauty advisors MUST focus on

Why buying beauty products relies on one-to-one relationships.

There’s nothing like a crisis to fuel wild predictions.

The number of commentators and articles declaring that things have “changed forever” has been a hallmark of the COVID-19 pandemic.

But most people want to return to normalcy, reveals Red Ant, the digital store platform used by leading retailers and lifestyle brands worldwide.

The global company surveyed consumers aged 21 to 50 in Australia, the US, the UK and the Middle East as part of its Safe Retail initiative.

More than 75 per cent  of respondents agreed that buying beauty products relies on personal, one-to-one relationships.

The top five areas for beauty advisors to focus on are:

  1. Product knowledge
  2. Online beauty advice
  3. Colour matching and recommendations
  4. Relevant products for individual skin types
  5. Tips and tutorials.

Other key findings revealed that 42 per cent of respondents buy their beauty products in bricks- and-mortar stores and 46 per cent use both in-store and online channels.

Only 12 per cent of those surveyed said they bought beauty products exclusively online.

More than 70 per cent said they would not change their beauty-purchasing habits post-pandemic.

Worried about the new safety regulations and lack of testers in department stores and beauty retailers?

More than 82 per cent of survey respondents said they would buy new products without sampling them in-store first.

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