Pure Beauty

How virtual consultations became the beauty retail trend of 2020

By Sarah Parsons | Published: 21-May-2020

From hair care to skin concerns and make-up techniques, online one-on-one consultations are helping both brands and consumers during the coronavirus pandemic

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Across the entire beauty industry, brands are finding ways to survive. From Instagram Live make-up masterclasses to TikTok challenges, brands are investing online to stay current and in consumers' minds.

But the industry relies heavily on face-to-face contact to turn engagement into sales.

Pre-lockdown 80% of prestige products

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