The New Face of Global Retail: 𝐝𝐞́𝐜𝐫𝐲𝐩𝐭𝐚𝐠𝐞 𝐝𝐞𝐬 𝐜𝐨𝐧𝐬𝐨𝐦𝐦𝐚𝐭𝐞𝐮𝐫𝐬 𝐝𝐞 𝐩𝐫𝐨𝐝𝐮𝐢𝐭𝐬 𝐝𝐞 𝐛𝐞𝐚𝐮𝐭𝐞́ 𝐚̀ 𝐥'𝐞̀𝐫𝐞 𝐝𝐮 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐞𝐭 𝐝𝐮 𝐝𝐞́𝐯𝐞𝐥𝐨𝐩𝐩𝐞𝐦𝐞𝐧𝐭 𝐝𝐮𝐫𝐚𝐛𝐥𝐞

At the COSMETIC VALLEY press conference, we presented the results of a study conducted with the ESSEC BEAUTY CHAIR.

One clear observation: practices are evolving rapidly — and differently depending on the market.

𝐒𝐨𝐜𝐢𝐚𝐥 𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞: essential in China and India, still hesitant in France where trust remains a hindrance.

𝐁𝐞𝐚𝐮𝐭𝐞́ 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐞́𝐞 (𝐈𝐀 & 𝐑𝐀): strong appeal but needs support, especially in Europe.

𝐃𝐮𝐫𝐚𝐛𝐢𝐥𝐢𝐭𝐞́: the desire is there, but the solutions are not visible or accessible enough.

Brands have a key role: more transparency, more education, hybrid experiences combining human + digital.

This study was conducted by Alessandra Sciacovelli, Clara Lorey, Chu-Chu PAN (students of the ESSEC BEAUTY CHAIR), under the supervision of Marc Mazodier (Professor of Marketing, and co-holder of the ESSEC BEAUTY CHAIR).