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The pandemic has put growing pressure on brands to find new avenues to both engage with and sell to their consumers. Amidst increasing e-retail partnerships, brands have been required to think about DTC as a channel.
The latest Direct-to-Consumer Purchase Intent Index, published by Diffusion PR, tells us that 43% of American consumers know of a DTC brand, and 69% of those have made at least one purchase from them in the last year. Within this, wellness and beauty is one of the largest categories, at 29%. When we consider that pre-pandemic, around 85% of beauty purchases were made in a physical store, it forces us to think post-pandemic: is the hyper personalised in-store experience still as important in the beauty industry? With the b
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APR 13, 2021
This week, I look at how Nars is translating real-life beauty experiences online, check in on BeautyPie and spotlight yet another review platform moving into e-commerce.
Known for its larger-than-life influencer trips, pop-ups and store experiences, Nars Cosmetics is now betting on immersive digital activations.
Timed to the relaunch of one of its hero complexion products, the Pure Radiant Tinted Moisturizer, Nars has extended its experiential focus to its first virtual store and corresponding digital campaign. The VR store that launched on Friday was made in partnership with VR e-commerce startup Obsess, which has been on a tear in the last year creating online stores for Charlotte Tilbury and Dior.
Never has there been a better excuse to give your neglected make-up bag a spring clean – just in time for summer – than the year we’ve just had. For a ready-made glow, look no further than Beauty Pie’s exciting new “make-up essentials” collaboration with one of Hollywood’s most in-demand make-up artists, Pati Dubroff, which launches today. It is set to be a sell-out.
Pati Dubroff with her kit.
The collection, which is Dubroff’s first ever product collaboration, comprises all the glow-giving make-up products she uses on photo shoots, as well as on her array of starry clients, like Margot Robbie, Priyanka Chopra, Drew Barrymore and Elizabeth Olsen. Four faces that are eternally fresh and luminous – in part thanks to Dubroff’s make-up magic.