The Makeup Customer Journey: How Brands Personalize for The Consumer

Today's conscious consumers want brands to recognize them as individuals. For that reason, brands and retailers must nurture emotional bonds with their customers by building intimate ecosystems to discover themselves and purchase with safety, confidence, and transparency.

As today's consumers live in a multi-touchpoint world, customer journeys have become more complex, information-filled, and definitely not linear. This becomes a cumbersome pain point for retailers and brands - the difficulty of taking control over the makeup customer journey and gathering relevant customer data.

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Taking Control Over the Makeup Customer Journey

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Consumers have become more confident in their purchases thanks to advances in technology and tailored product recommendations. However, to personalize effectively, brands and retailers need loads of customer data. This is where AI-powered personalization can gather rich, first-party consumer data that can help brands and retailers build more tailored customer relationships at scale.

But how can brands and retailers ensure that consumers get the support needed at every stage of the customer journey?

While virtual try-on of makeup products was just the beginning to engage audiences over the last year, moving beyond individual AR-powered experiences and instead focusing on an integrated approach that combines AI, AR, and first-party data can become the winning strategy for the makeup category today.

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Gathering First-Party Data Transparently

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Gathering first-party data can bolster a brand or retailers' competitive advantage in the market - it is data unique to a company from its users. However, to gather first-party data transparently, brands and retailers must offer value in exchange for customers' data.

With personalization, brands and retailers can unlock unparalleled first-party consumer data to understand how customers interact with their favorite brands across brand touchpoints and uncover a customer's intention to buy certain makeup products.

For example, with the newly launched AI Makeup Advisor by Revieve, brands, and retailers can deliver value beyond products by creating an intimate environment where customers can discover themselves, purchase with confidence, and strengthen their relationship with a brand. The AI Makeup Advisor experience also gathers transactional, behavioral, and demographic data from its users, making the customer journey for the makeup category predictable like never before.  

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The Future of Makeup is Hybrid and Personalized

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How consumers buy makeup has changed - but so has makeup. Consumers today take a holistic approach to beauty, one that combines wellbeing and health. In makeup particularly, taking care of your skin is step one, and using makeup products that double on that is step two.

In response, beauty brands have started offering hybrid makeup and skincare products as consumers gravitate towards products that provide multiple benefits and uses. However, as the lines have blurred between makeup and skincare, helping consumers find the right makeup products based on their skin needs will be fundamental regardless of the channel your customers prefer to buy.

With AI-powered technology like Revieve's AI Makeup Advisor, which includes the most reliable AI Selfie Analysis, AI-powered personalized recommendations; optimized, true-to-life virtual try-on; and engaging, educating brand content, brands and retailers can bring clarity to its customers' purchases along each step of the shopping journey.

There is something for everyone in Revieve's AI-powered makeup advisory experience; whether you are a brand or beauty retailer, it allows to put consumers in focus and help them discover exactly what they want, making customers feel exclusive for every product they purchase.

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