In early 2011, we undertook a desk research study to understand how digital interaction is shaping the relationship between women and the beauty industry. We explored how that relationship differs across key stages in a woman’s life and the results of this study are highlighted in the thought piece released last year titled Experimentation, Habits and Inspiration: The Influence of Digital in the Beauty Industry.
This initial study revealed that digital engagement is still in its (relative) infancy when it comes to the beauty industry and that across all of the key life stages there is clear opportunity to grow usage of digital and social engagement to meet the needs of women.
Our newest thought piece in the series, Talking Beauty (below), summarizes the findings of an observational documentary-based research study which sought to understand how the beauty industry might best approach growing its digital engagement with women.
However, in order to find the right answer to the question, this study explored what beauty really means to different generations of women overall. It sought to understand the core of the thoughts and feelings women have about the beauty industry and their own personal beauty. Taking this approach has revealed insights which place a new light on the opportunity which is open to the beauty industry.
To fully understand the breadth of opportunity that lies at the intersection of digital innovation and the beauty industry, please download and share both The Influence of Digital in the Beauty Industry and Talking Beauty, authored by Scott Hendry and Claire Croft of Proximity London respectively for the Digital Lab. Enjoy.