Vitalising Beauty Shopping - Bonsai at the Cosmetics Association VKE
The pandemic has also permanently changed buying behaviour for cosmetic products - and not only in terms of sustainability. The industry, represented in the VKE Cosmetics Association, is looking for new impulses to vitalise beauty shopping - and got them at Bonsai@VKE-Campus digital on 6 May 2021:
Jasmin Pampuch (Bonsai Shopper Research)
Jasmin Pampuch - Head of Shopper Research at Bonsai. At the VKE Campus, the sociologist focused on the question: How sustainable is beauty shopping really becoming?
Cosmetics are not only about external values, but also about internal values," says Jasmin Pampuch, "not only a question of ingredients, but above all a question of consumers' values. "Sustainability is becoming more and more relevant in beauty shopping - even if not all purchasing decisions are based on it. The most important aspects when buying cosmetics are the effectiveness and good tolerance of the products, followed by the packaging.
Marco Burckhardtsmayer (Muse Content)
Marco Burkhardtsmayer - founder and CEO of Muse Content - showed possible applications of in-store multimedia and live shopping; according to Marco Burkhardtsmayer, e-commerce is expected to grow by more than a third by 2024, and live video will already account for 80 percent of traffic by 2022. The momentum for live shopping formats - also linked to stationary trade - is NOW. But what does a successful live stream shopping event need - as Muse has done for Breuninger, Calida, Esprit, MarcCain, Orsay, Otto and Tchibo, among others?
High-quality production and professional software
Activation concepts in advance. e.g. via social media
Creative show concepts and charismatic presenters
Interaction via chat
The possibility to buy directly from the stream
Key insights into beauty shopping in the New Normal
Jasmin Pampuch summarised the most relevant findings for the vitalisation of the cosmetics trade, also taking into account the joint studies by Trendbüro and Bonsai Research, as Trendbüro founder Prof. Peter Wippermann had to cancel his participation in Bonsai@VKE-Campus digital at short notice. The trends:
Sustainability has arrived in the mainstream
Half of consumers do not want climate protection measures to be postponed because of the pandemic. "Low-emission" and "little packaging" - are the most important purchasing criteria in terms of sustainability (QVC study on the "New Normal" by Bonsai and Trendbüro).
New Purpose: What makes sense stays
More than two-thirds of respondents want to support brands that act responsibly ("Bonsai-future study "Vitalising retailing")
Choosing brands with an attitude is part of the quality of life
76 percent of Germans see it as an added value for their own quality of life if companies make their economic, social and ecological attitude transparent (5th Otto Group Trend Study on Ethical Consumption / Prof. Peter Wippermann with Bonsai Research).
Self Caring beats Self Optimisation
The importance of the value of health, the way people communicate about the topic in social media is changing. Well Being - feeling good and doing something good for oneself - takes on a higher meaning for people in the pandemic. Optimising one's own body, one's appearance, is no longer so much in the foreground. This is a result of the values index Corona update (Link to download)
Companies in the cosmetics industry take these aspects into account in very different ways: from refill packaging to solid shampoos, from reusable make-up removal pads to recycling incentives for decorative cosmetics. Companies like Terrorists of Beauty try to convince with an all-round carefree package - natural, handmade, vegan and plastic-free. The organic beauty brand Neom Organics has opened its own Well Being Schools.
Contact: Jasmin Pampuch
About the VKE Cosmetics AssociationVKE represents the common political, professional and technical interests of manufacturers and distributors of perfumes, cosmetics and personal care products in the medium, high and top price segments. Currently, about 60 German sales subsidiaries of foreign parent companies as well as domestic cosmetics producers belong to the association, offering more than 250 world-famous brands and representing a German turnover of more than two billion euros. Since this year, Bonsai Research is a supporting member of the VKE (read more).