Digital Transformation In Fashion, Luxury And Beauty

National Survey Reveals How Pandemic Has Impacted Beauty

ByJulie Keller Callaghan - Well Defined

In the past year,we’ve seen dramatic changes to our everyday lives—some temporary, some permanent. What has it all meant for beauty, selfcare, and our very perception of ourselves?

StriVectinanswers these questions with new research exploring changes and new habits after a year of unprecedented disruption.Its survey of 2,000 U.S. adultshas examined the impact living in a largely virtual world has had on how we perceive ourselves and how we might expect those changes to impact our daily lives as we emerge from pandemic life. Video conferencing has become the new normal since public health precautions necessitated time spent apart from family, friends, and colleagues. And with90 percent expecting to continue video calling even after the crisis abates, we are likely looking more at ashiftthan a trend.

“As a brand with scientific research at the core of our beliefs, it was important for us to better understand shifting consumer perceptions and priorities,” says StriVectin CMO Alison Yeh. “The findings of this survey shed a light on the impact living virtually has had on the way we look at ourselves on many levels, a trend we expect to continue as working from home and video-calling are likely to remain embedded in our everyday lives for months to come.”

Among the highlights of the survey: • 63% admit to spending at leasthalftheir time on video calls staring at their own face. • 44% researched how to look better in video calls. • 33% have been frustrated to the point of considering cosmetic procedures –for those in the 35 to 44 age group, that number jumps to 50 %. • 81% feel that the condition of their skin has deteriorated during the pandemic.

Eyes Climb The Beauty Priority (Complaint) List

A Different Reflection?

69% of survey takerssay the things that bother them on video calls arenot the things that bother them when they look in the mirror.This is not in their imagination. Experts say that our phone and computer video cameras can intensify shadows around the eyes and nose, highlight blemishes and wrinkles, and even make the face look fuller. Staring at this new live video view of oneself, as opposed to in a mirror or a photograph, can be a somewhat unsettling experience.

Eye concerns are one of the most common “video face” complaints with one in four saying theynotice under-eye circles more on video calls. •30% say they have actually turned their camera off during a video call because their eyes looked tired on the screen. •71% say they aremaking an effort to positively accentuate the eye area, mostly byenhancing the skin. 37% have stepped up their efforts withserums, eye creams, and devices, while 34% have added products toconceal or diminish dark circles. 31% rely on added definition with color cosmetics. Motivated To Look Better On Camera

44% of survey takers haveresearched how to look better in video callsspecifically, while 33% have evenconsidered cosmetic proceduresafter constantly seeing themselves on video calls. As a result, people are spending more money to address the issues: •51% say theirmonthly skincare/ grooming/ selfcare expenditures have increasedsince the start of the pandemic. • 52%, say the spending increase isa result of greater concern over their appearance

The revelation is not a total surprise to the R&D and marketing teams at StriVectin. The brand has seen adouble-digit percentincrease in sales of its eyecare products over the last year. “With eyes the main element of our appearance visible to the outside world this past year, it is natural that they have become our focal facial feature,” says Yeh. “And, after the stress of the last year causing many a sleepless night, it also makes sense that dark circles would be such a significant consideration for so many.” Blue Light Getting Its Share Of The Blame

During our year of confinement, 81% feel the the overall condition of their skin has deteriorated, in general,withalmostonein three (32 percent) specifically citing increased screen timeas a cause. A solidtwo thirdsare looking harder at one of the specific consequences of super-charged screen time— blue light exposure. 33% haveresearched the damaging effects of blue lighton the skin, while an additional 33% havepurchased products to mitigate the effect.

A Silver Lining To Staring at The Screen?

There appears to be some benefits to this year. • 67% say that after a year of virtual meetings, they have finallyfigured out how to ensure they look best on video calls. •What is the number one last-minute pre-Zoom beauty touch-up? Nearly half (46%) say it is brushing their hair. About a quarter (23%) saymascarais their pre-Zoom go-to beauty savior (the number two choice). • When asked what they have added to their beauty routines, respondents’number-one response was ramping up their skincare regimenwith greater focus on worry areas.

After a year of video conferencing, 56% report now being more comfortable seeing themselves on camera. Perhaps this is why more people say thateven post-pandemic, they would prefer a virtual call to an in-person meeting(47% to 44%). Selfies Vs. Video Calls

Finally, the stat you didn’t know you needed to know: Of those with a preference between the two, 57% say they prefer how they look on video vs how they look in selfies.

About Julie Keller Callaghan: Julie is the co-founder of Well Defined and a longtime influencer and advocate in the wellness world. She is also a consultant and content strategist for numerous wellness brands. She is the former editor-in-chief and publisher ofAmericanSpa and was named a 2019 Folio Top Woman in Media in the Industry Trailblazers category and a 2018 winner of ISPA’s Innovate Award. She is also a seasoned journalist, specializing in spa, travel, health, fitness, wellness, sustainability, and beauty.

The Value Of Digital Transformation And Collaboration In Fashion, Luxury And Beauty

By Alison Bringé - Forbes

The past year and a half has admittedly been a challenge for many brands in the fashion industry — be they emerging or established ones. We all had to adapt to the swift changes and find new ways to survive. And given all the mergers, acquisitions and closures that have taken place, it may be more difficult for the smaller and emerging brands to stand out. However, technology has helped create equal opportunities and minimize the gap between the Davids and the Goliaths of the world, and many executives have used technology to make smarter decisions around their branding efforts.

As they’ve undergone digital transformation, brands have looked for ways to engage with their audiences via new formats and mediums, searched for tools that would help them understand their brand strategy or online performance, and finally, turned to voices like celebrities who could help amplify their brand message andhelp them increase their brand performance.

But what about smaller brands that are looking to pave a path and don’t necessarily have the budget or top-of-mind recognition to work with a big name?

I believe the answer is through community and authentic storytelling. We all know connections are key and, even more so in the fashion industry, building a strong network of industry professionals can help companies create robust opportunities for future collaborations and ongoing support. Leveraging communities that connect industry leaders could be an important step toward building your presence.

A great example of how to use these connections is a story I am both personally and professionally excited about, as it comes from my own career experience. At Launchmetrics, we have always strived to bridge the gap not only between fashion and technology but also between various industry players and hope to support others in their growth. This is why, when the designer and founder of a Blackowned and operated clothing brand (and Launchmetrics client) approached us this season to design a branded runway look as appreciation for our role in supporting their brand, I knew we had achieved our mission.

For years now, the runway has been evolving from an industry-only place to a consumer-focused branded experience. More recently, I’ve also seen it become a stage not only for creative expression but also for community and collaboration. This example and many others illustrate how the industry is embracing such a collaborative mindset and that “a rising tide lifts all boats.” This should remind us just how important it is to support each other and give back, especially in challenging times.

For the fashion, luxury and beauty brands who are looking to collaborate within their communities, I recommend you: 1. Start local: Connect with those around you, both geographically and professionally, to create a strong network of supporters who will be willing to support you and tell your story.

2. Tell a compelling story: Whatever the collaboration may be, keep it authentic and take your audience on a complete journey. Brand stories that come full circle or share a common goal can drive stronger audience interaction.

3. Communicate your brand values: When you’re choosing a brand partner to collaborate with, it’s important to ensure you both share the same values — as consumers can typically see through superficial PR opportunities — and that you are both willing to communicate the same message and demonstrate a united front to create clear and concise messaging.

In the end, I believe elevating brand performance will be about making smart business decisions that help propel your brand forward via strong industry connections, effective digital tools and collaborative minds. Now that physical events are returning to Fashion Week this season, we should not forget what the last one and a half years taught us about embracing digital, the opportunities it offers and the importance of supporting each other.