What the Beauty Industry Can Teach Ecommerce Brands About Personalization

by / Wednesday, 16 October 2013 / Published in E-Commerce, Online Retail / Interactive Merchandising, Strategy

“Everything has beauty, but not everyone sees it.”  – Confucius

As a man, beauty has always been something of a mystery to me.  I’m not talking about physical beauty, or even beauty as a concept. I mean Beauty with a capital B, as in the retail category usually found next to Fragrance, before you get to Intimates and Apparel.

Gender matters here because Beauty is highly personal and because its component parts are supposed to be invisible—or at least mysterious—as far as men are concerned. I doubt that many guys, aside from beauty professionals, have any clue how concealer differs from bronzer or what luminizer or foundation even do.

But as a digital strategist, I know data, and there is no consumer category that can match the, well, beauty of the data that comes naturally to this vertical—particularly as a driver for personalizing digital shopping.

“Beauty is eternity gazing at itself in a mirror.”  – Khalil Gibran