Reasons to Read

With many brands and retailers facing heavy revenue losses due to widespread temporary closures caused by the coronavirus, we explore how beauty brands are leveraging digital channels to engage with consumers. We consider the lessons that can be learned from beauty retail in China, with a focus on livestreaming.

We discuss the following key strategies:

• Transitioning associates from brick-and-mortar stores into digital beauty advisors
• Gaining viewership through experiential livestreaming content
• Strengthening brand identity and building communities
• Reaching Gen-Z consumers and launching new products

This report presents examples of successful initiatives by Chanel, Elf Cosmetics, Forest Cabin Cosmetics, NYX Cosmetics and Perfect Corp.

This report is part of our Beauty Insights series, which explores prominent or emerging themes and trends in the global beauty market. Click here to read about beauty activism.