How Prestige Beauty Customers Define Value Today
In the ever-changing landscape of the beauty industry, understanding consumer expectations is crucial for brands aiming to thrive. Recently, at The Business of Beauty Global Forum 2025, Unilever Prestigeโs CEO, Mary Carmen Gasco-Buisson, and BoFโs chief business officer and head of beauty, Johanna Stout, engaged in a compelling discussion about how the definition of value in the prestige beauty segment has evolved. This conversation highlighted key insights that are reshaping the way brands approach their offerings in this competitive market.
Traditionally, prestige beauty products were synonymous with luxury, exclusivity, and high price points. However, the definition of value is undergoing a significant transformation. Todayโs consumers are more informed and discerning about their purchases, demanding more than just a pretty package or a well-known name. They seek products that align with their personal values, offer tangible benefits, and contribute to a greater sense of well-being.
Gasco-Buisson emphasized that todayโs prestige beauty customers are increasingly focused on sustainability and ethical sourcing. A growing number of consumers prioritize brands that demonstrate a commitment to environmental responsibility. For example, many are leaning towards brands that utilize eco-friendly packaging, sustainable ingredients, and transparent supply chains. This shift indicates that consumers are willing to pay a premium for products that reflect their values and contribute positively to the world around them.
Moreover, the digital age has empowered consumers to conduct extensive research before making a purchase. They often rely on social media, online reviews, and influencer endorsements to gauge a product’s authenticity and effectiveness. This trend illustrates that prestige beauty brands must engage with their audience transparently and authentically. Brands that neglect this aspect may find themselves losing customer loyalty in favor of those that actively communicate their values and product benefits.
In addition to sustainability, the demand for personalized experiences has surged among prestige beauty customers. This shift is driven by the understanding that beauty is not one-size-fits-all. Consumers are seeking products tailored to their unique skin types, concerns, and preferences. Brands that offer customization and personalized recommendations are more likely to resonate with todayโs consumers. For instance, companies that leverage data analytics to provide tailored product recommendations not only enhance the shopping experience but also foster a deeper connection with the customer.
Gasco-Buisson also pointed out the significance of wellness in the beauty sector. Customers are increasingly viewing beauty as an extension of self-care and well-being. Products that promote mental and emotional health, such as calming scents or stress-relief ingredients, are becoming more popular. As a response, many prestige beauty brands are incorporating wellness elements into their offerings, recognizing the holistic nature of beauty in consumersโ lives.
With the rise of the conscious consumer, the importance of community cannot be overlooked. Many prestige beauty brands are building communities around their products, fostering a sense of belonging among their customers. This approach not only encourages brand loyalty but also creates a platform for customers to share their experiences and recommendations. Brands that cultivate these communities are better positioned to understand their customers’ evolving needs and preferences.
The conversation at The Business of Beauty Global Forum 2025 also shed light on the role of technology in enhancing customer experiences. From augmented reality (AR) try-ons to AI-driven skincare analysis, technology is reshaping how consumers interact with beauty products. Brands that effectively utilize technology to improve the shopping experience can create a competitive edge. For example, virtual try-on features allow customers to visualize how a product will look on them before making a purchase, reducing uncertainty and enhancing satisfaction.
Ultimately, prestige beauty customers today define value through a multifaceted lens. They prioritize sustainability, personalization, wellness, community, and technological innovation. Brands that can adapt to these shifting expectations will not only thrive but also foster long-lasting relationships with their customers. As the beauty industry continues to evolve, understanding and responding to these consumer demands will be essential for success.
In conclusion, the insights shared by Mary Carmen Gasco-Buisson at the Business of Beauty Global Forum highlight a pivotal moment in the prestige beauty industry. Brands must be willing to evolve alongside their customers and prioritize values that resonate with todayโs conscientious consumers. The future of prestige beauty lies in understanding that value is no longer solely associated with price but encompasses a broader spectrum of ethical, personal, and experiential factors.
sustainability, beautytrends, personalization, wellness, consumerbehavior