It is no surprise that digitalization is currently happening everywhere. We can see it with our own eyes and experience it firsthand: it is impossible to separate people from their gadgets. Although this may seem like something bad, it turns out to be a big help to so many businesses, especially the beauty industry, in targeting their potential customers. The versatility of hearing their customers out through so many social media platforms has made it easier for brands to know which products they should sell next.

Throughout the past years, one of the most notable form of digitalization is the rise of mobile usage in accessing media content, especially videos, that cover a wide variety of genres. Well, it turns out that beauty related videos are one of the most common types of content that people seek, to the point that the rise of beauty related queries is not only observed from search engines, but also from video streaming platform searches. On top of that, mobile devices are enabling potential customers to satisfy their curiosity about products or brands anytime and anywhere so that mobile access to products or brands' digital presence plays a huge role even on their offline purchase. Hence, it becomes very important for any players or brands, especially those in the beauty industry to ensure accessibility digital presence in many forms such as mobile-friendly sites, video content, and also partnerships with beauty content creators to gain potential customers' trust.

As AR technology is still on the rise, it may become an option for beauty brands to form a partnership with AR-based technology companies and developing AR beauty try-on features on mobile devices for customers. The features can also be combined in brand mobile app containing product information, loyalty programs, promotions, and review sections. Other than those, companies can also continue the efforts on optimizing keywords, mobile sites, and video content or partnership.

The AR features can present new and interesting customer experiences that help engagement while also educating them about product information, thus helping them in trusting the brands and making the right decision. On top of that, as people still researching brands at the point of sale of offline purchase, digital presence on search results and mobile information accessibility is also especially important and needed to totally ensure them that they make a right choice. As it was observed that the customer journey did not stop at purchase, it is also important to do post-purchase engagement through review, tutorial, and many other contents that can be delivered closer through a mobile app. These strategies as a whole will benefit beauty brands as more customers will be inspired to know, trust, purchase, engage, and become loyal to them.

Author: Alicia Lizbeth (Sr. Mobile Analyst)