What to Watch: How Going Mobile Will Impact the Beauty Business in 2018

Beauty has been slower than many other categories to embrace the mobile mentality, according to Maya Mikhailov, cofounder and chief marketing officer of GPShopper. “With the exception of Sephora, beauty has been a laggard in the mobile curve,” she said. That’s about to change, according to Mikhailov. Maximizing mobile is a component of three trends she identified that will impact beauty retailers in 2018: The Merging of Music and Lifestyle Trends With Personal Care Music and beauty have a lot in common, as exemplified by makeup artist Pat McGrath’s use of Spotify to launch her own brand. “McGrath is one of the makeup artists who pioneered social media. Using Spotify as a popular mobile service with a famous makeup artist [her products are sold on Spotify’s Maggie Lindemann shop] serves to be a powerful combination of music, social and merchandise,” Mikhailov said. “There are more opportunities for future musicians to work with makeup brands.” That holds true for continued tie-ins with festivals, she suggested, as younger consumers earmark more of their dollars for experiences such as Coachella. “There are a lot of brands there, but not quite as many beauty products,” Mikhailov said of festivals. “Brands would be wise to figure how they can leverage

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://ift.tt/2EZKD4n