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Beauty industry undergoing ‘drastic change’ due to technology influences

By Emma Hobday | 16 July 2021 | News

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The beauty industry is predicted to cross USD $58.3 billion by 2025, according to Beautyworld Middle East’s intelligence partner, Euromonitor International. Propelled by today’s digitally savvy beauty consumers, the adaptation of technology in the market has catapulted – particularly during the pandemic.

“The COVID-19 pandemic has brought about a drastic change in the landscape and direction of the health and beauty market,” said Abdou Hamad, sales and marketing director for NAZIH Group who will be exhibiting at the 25th edition of Beautyworld Middle East. “We’ve witnessed online beauty coming full circle during the global lockdown and will inevitably continue its boom post lockdown.

“The rise in use of social media encourages consumers’ focus and awareness of their appearance.”

With an increased consciousness of hygiene issues related to physically trying on products, alongside store closures, social-distancing measures and self-quarantines, consumers turned to online for beauty shopping. With this, the beauty and personal care sectors have rerouted their strategy to better engage with consumers digitally, using a high level of online interaction, adaptation of Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Reality (VR).

Virtual try-on technology and virtual reality experiences have brought physical retail to online shopping, adding a ‘walk through and explore’ in a 3D experience. Additionally, brands have kept shoppers engaged through immersive virtual events such as game partnerships, online assessments, and online shopping showcases.

The 25th edition of Beautyworld Middle East will feature innovative advances in the beauty industry under a brand new segment: Beauty Technology. From 5 to 7 October 2021, the trade fair will be showcasing a new era where AMV (Augmented, Mixed, and Virtual) Reality are solving customer problems with tailor made solutions, proving that beauty and technology go hand in hand.

More information is available here.

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