Brian McDevitt shares company insights into the evolution of the changes that beauty brands need to make for creating growth opportunities or building resilience for the future.
Google, he said, has two core values that it uses to help inform the discussion. The first is to focus on the user, or being obsessive over consumer insights. The second is betting on technical insights and asking what transformational changes inRoute to ready, McDevitt said is not believed to be a long journey or a grand overhaul and won’t be the same for every company.
Considering the perspective of the consumer, brands need to establish a route to the consumer’s heart. Brands today need to stand for something. Consumers are watching and in the last two years especially, they have become more empowered to shop from brands or companies that represent the values they want to see and show representation. A significant example of this can be seen in the increase to a record high for Google searches with the modifier “for Black skin” in 2020.
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