In the year and decade ahead consumer goods companies must go beyond product to deliver services and experiences that are entirely relevant to the individual consumer when it really matters. But in 2020, brands will be expected to go much further by also positively contributing to the environment. Beauty is one industry leading the charge
Consumer goods companies have always relied on innovative thinkers. And with growth ever harder to find, innovation has become even more essential. However, with more than half of industry chief marketing officers saying they lack a culture that inspires experimentation, according to a recent study, are companies overlooking one of the greatest sources of inspiration
Today’s beauty consumers aren’t like those of old. They don’t just want to be sold a “product.” Instead, they now expect brands to understand them intimately — and to use that knowledge to go beyond traditional manufacturing and deliver services and experiences (and, yes, products) that are entirely “right” for each moment in their lives.
The industry continues to experience major shifts. And while the relentless pace of change can be daunting, the one thing any of us know for sure is that there’ll be more disruption ahead and standing still is not an option. Consumer expectations and exciting technology possibilities just keep expanding. Constant change is the new normal
