The magnificence client goes by an enormous shift, in accordance to FIT grasp’s college students in Cosmetics and Fragrance Marketing and Management, who offered their capstone initiatives on June 23.
Students recognized shoppers as “chameleons” — noting that after surveying 68 shoppers throughout age teams, talking to trade professionals and doing secondary analysis, their findings confirmed that customers are continually weighing totally different values to make buying choices. Post-COVID-19, clients shall be wanting for long-term gratification, the group mentioned. To make choices, they may weigh totally different values, together with fluidity, expertise, customization, group, wellness, sustainability, simplicity, worth and comfort.
While client values could also be shifting, a second group of the FIT grasp’s candidates steered that values round sustainability, social ethics and expertise — corresponding to AI availability — are non-negotiable.
The group pitched a digital administration device referred to as the Personal Impact Index that might enable shoppers to scan a product and see the way it aligns with their values. They steered manufacturers may use that information to higher serve clients.
Dr. Joyce F. Brown, FIT president, famous the cohort’s analysis shall be offered on the Cosmoprof North America commerce present in Vegas this August.
The FIT Capstone presentation concluded with an awards ceremony recognizing college students, school and alumni. The recipients had been: Scholarship Recognition: Ryan Larson, Chanel and Annalee Rice, Giorgio Armani Beauty; Outstanding Scholar: Alecceandra Meier, IT Cosmetics and Allyson Trayah, Redken; Coty Award for Professional Excellence: Mark Polson, Polson & Associates/FIT; Estée Lauder Companies Faculty Leadership Award: Dr. Brooke Carlson, FIT School of Graduate Studies; L’Oréal Student Leadership Award: Allyson Trayah, Redken and Ryan Larson, Chanel; Department Medal: Allyson Trayah, Redken.
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