The magnificence shopper goes via a giant shift, based on FIT grasp’s college students in Cosmetics and Fragrance Marketing and Management, who offered their capstone initiatives on June 23.
Students recognized customers as “chameleons” — noting that after surveying 68 customers throughout age teams, talking to trade professionals and doing secondary analysis, their findings confirmed that customers are continually weighing totally different values to make buying choices. Post-COVID-19, prospects will probably be in search of long-term gratification, the group stated. To make choices, they may weigh totally different values, together with fluidity, expertise, customization, group, wellness, sustainability, simplicity, value and comfort.
While shopper values could also be shifting, a second group of the FIT grasp’s candidates advised that values round sustainability, social ethics and expertise — resembling AI availability — are non-negotiable.
The group pitched a digital administration device known as the Personal Impact Index that will permit customers to scan a product and see the way it aligns with their values. They advised manufacturers may use that knowledge to higher serve prospects.
Dr. Joyce F. Brown, FIT president, famous the cohort’s analysis will probably be offered on the Cosmoprof North America commerce present in Vegas this August.
The FIT Capstone presentation concluded with an awards ceremony recognizing college students, college and alumni. The recipients have been: Scholarship Recognition: Ryan Larson, Chanel and Annalee Rice, Giorgio Armani Beauty; Outstanding Scholar: Alecceandra Meier, IT Cosmetics and Allyson Trayah, Redken; Coty Award for Professional Excellence: Mark Polson, Polson & Associates/FIT; Estée Lauder Companies Faculty Leadership Award: Dr. Brooke Carlson, FIT School of Graduate Studies; L’Oréal Student Leadership Award: Allyson Trayah, Redken and Ryan Larson, Chanel; Department Medal: Allyson Trayah, Redken.
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