Consumer Craving for Authenticity Poses Challenge for Beauty Brands
One year ago - By WWD
In a world of filtered photos and fast fashion, today's youngest shopping generations are craving one key ingredient from their experiences - authenticity.
Millennials and Generation Z are notoriously digitally savvy, but it is perhaps this need for constant connection that has them searching for authentic, memorable experiences that create a bond with a brand. And experts agree: WWD recently reported that QVC chief executive officer, Mike George, confirmed that authenticity is a driving force in today's beauty retail landscape. “Through all of this technology and change, we see a consumer...
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