TikTok Impact on Beauty Industry - Trend Overview, Consumer Insight and Brand Implications
Summary
In recent years, TikTok has gained significant popularity for its short, digestible video content, and has become a useful tool for health and beauty shoppers and brands. Beauty brands are increasingly utilizing the app to connect with consumers in an authentic way, for example, by highlighting user-generated content to build trust among the TikTok community.
COVID-19 impacted how the beauty industry operates while an increase in working from home for many consumers led to more time spent on TikTok. Consumers turned to the app for product reviews, trends, and recommendations while they were unable to sample items in physical non-essential retail channels when they closed during lockdown periods.
Scope
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.
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