Issue link: https://www.ascpskindeepdigital.com/i/1062563
50 january/february 2019 E-COMMERCE: YOU CAN'T IGNORE IT ANYMORE Innovative products and smart ingredients are just the beginning of what we can look forward to in 2019. As the market grows, so do distribution channels. Studies show that ecommerce will continue to trend in an upward direction, satisfying those who love instant gratification and the ease of one- click order options. Consumers enjoy being able to order when it's convenient for them, whether it's on a smartphone while on the go or on the computer after midnight. Reuters also reports that "skin care, hair care, and fragrances are the most sold products online."4 Also, we'll see more direct selling (think multilevel marketing). Supermarkets are also expanding their offerings to adequately cater to the growing market. Competition may be increasing, but there's plenty to bring to the fight in the professional arena. How to get ready: If your business model hasn't included online sales yet, 2019 looks to be an important year to make this addition. CLEANER & GREENER IMPACTS Consumer interest in health and wellness is at a peak and being eco- chic has never been more popular. Clients want a full 360-degree approach when taking care of themselves. From the things they eat to the products they buy, consumers want to know the environmental impact of these items—and are demanding clean, transparent, and responsibly sourced products. You've likely had ingredient- hunter clients—those who know the dangers of parabens and share the same hate for phthalates as you. In 2019, you can expect to see more savvy clients who want to know what's in your products and treatments and where it came from before they'll even step foot into your studio. As global warming and limited natural resources continue to make headlines, clients are also starting to ask what a company's environmental footprint looks like to obtain the specialized ingredients found in their products. We may even see modifications in products where less water is used in the production of formulations, as water scarcity rises. You'll see product lines using fewer synthetic fragrances and fewer lab-made chemicals in 2019, along with a shift in packaging— using more recycled products and fewer materials to preserve carbon footprints. You'll also see a change in marketing, where companies use greener verbiage and amplify their commitment to a cleaner product. How to get ready: Be careful not to get "greenwashed" by reading only the first few words on a label before deciding whether a product is safe and a company is ecologically responsible. Ask your product companies what they mean by natural, organic, green, or pure, as there is no industry standard yet. In 2019, you can expect to see more savvy clients who want to know what's in your products and treatments and where it came from. 6 7