The online revolution is a total upheaval for the entire beauty business – says Wioletta Rosołowska, CEO at L’Oreal Poland and Baltic Hub.
We evaluate cosmetics products differently, using online reviews, looking for new products, looking at local and international e-commerce websites, looking for advice through tutorials or asking for impressions during online chats.
The role of cosmetics, the frequency of their use, changes. The result is another, quite important change for us – a new consumer, with different needs and habits.
93 million selfies are made daily all over the world. This has not happened before. (…)
But there is an even more important change: knowledge and awareness. The consumer is well-educated, expects transparency, information about ingredients, formulas, and the action of products. Contact with them is continuous. They ask questions and expect immediate response, check us, test us. They express their opinion on an ongoing basis in all possible social media. 94 percent of the Polish millennial generation share both positive and negative information about brands and products.
In the past this dialogue was directed from the producer to the consumer – we had campaigns in the media, we passed the information. Now we respond on a regular basis, exchange opinions with consumers, answer questions asked online, we do make-up tutorials, often inviting consumers to cooperate.
Never were consumers as aware, as well informed and active as current generations. Access to a lot of information from various sources and participation in communities gives them great power. They want to know if we are ethical, we engage in social projects, we have goals related to environmental protection.
It is obvious, therefore, that digitization has caused a real revolution in our business. Internet and social media have never been more important. The media will grow even more important and certainly there will be new ones.
(source: Patrycja Maciejewicz, “What the #selfieready phenomenon means for large corporations”, “Gazeta Wyborcza”, 23/06/2018)