NEW YORK, May 26, 2020 /PRNewswire/ --While beauty remains essential during the pandemic, how women engage with beauty has abruptly shifted. For beauty brands to stay engaged with consumers, it will be crucial to re-think every touchpoint along the various customer journeys.
In a three-part series spotlighting Gen Z, "Beauty Under Quarantine", Fletcher Knight examines how women's customer journeys have been upended by the pandemic – and how complementing customer journey analytics with "stay human" psychographic insights can help brands successfully navigate the dramatic changes.
Part 1 of the series looks at how core beauty motivations have been changing during the pandemic and how psychographics can help brands discern what women want from beauty during this atypical time.
Part 2 explores how psychographics can help brands understand women's journey needs and re-capture some of the magic that's been lost along consumers' beauty journeys during lockdown.
Part 3 examines how brands have a unique opportunity during COVID-19 to build emotional customer engagement and ultimately, brand loyalty – even before consumers buy the brand.
It's impossible to know what the "after" picture of the pandemic will look like for beauty, but one thing is certain. Brands that "stay human" and closely follow their consumers along their evolving journeys will position themselves to arrive post-pandemic in a much better place.
To read the full three-part series, please visit FK Insights.
About Fletcher Knight
Fletcher Knight Inc. is a global brand strategy, marketing and innovation consulting firm that promises to change the way companies think about building brands. The firm's area of expertise is translating consumer, customer and expert insights into breakthrough ideas and marketing strategies for growth. Working within the broad digital ecosystem, we map the trigger points, decision points and many forks in the road along the customer journey from need to conversion to loyalty. Founded in 2001, Fletcher Knight Inc. has accelerated growth for many of the world's leading brands and companies. For more information on Fletcher Knight visit www.fletcherknight.com.
SOURCE Fletcher Knight