what beauty brands can learn before the next trend hits
beauty moves fast, but understanding why customers make certain choices can tell brands more than what’s currently trending.
beauty is always looking for the next big thing. a new product launches, everyone wants to try it, and suddenly it’s all over our feeds. but sometimes, the product we reach for isn’t the newest one. it’s the one we already know and trust.
there’s a reason for that.
sometimes familiarity wins
when people feel uncertain, their shopping habits can change. Instead of experimenting with something completely new, consumers may feel more comfortable choosing products and brands that already feel familiar.
beauty is a perfect example.
think about choosing between the moisturizer you’ve repurchased for years and a brand new one you’ve never tried. the new product might have beautiful packaging and amazing claims, but your trusted moisturizer already has something the new one doesn’t: a relationship with you.
for beauty brands, this is a reminder that newness isn’t everything. sometimes strengthening what customers already know and love can be more valuable than constantly trying to create the next big launch.
the numbers should mean something
of course, understanding why people buy is only part of the picture. brands also need to pay attention to what happens after the purchase.
that’s where KPIs become important.
sales are valuable, but they don’t tell the entire story. beauty marketers can also look at engagement, customer satisfaction, repeat purchases, retention, and other indicators to understand how the brand is performing.
more importantly, these numbers shouldn’t always be viewed separately.
strong engagement → stronger trust → repeat purchases → customer retention → revenue growth
one number can help explain what might happen to another.
looking beyond what’s trending
beauty brands don’t need to choose between understanding people and understanding numbers. the strongest strategies use both.
consumer behavior can help explain why someone chooses the familiar product sitting in their bathroom cabinet, while KPIs can help marketers understand what that relationship means for the future of the brand.
trends tell us what people are loving right now.
understanding the customer can tell us why.