How brands can maximise engagement and sales during the holiday season 

Beauty tech platform Revieve has identified a number of emerging consumer trends from which it is offering insight for beauty brands and retailers on maximising engagement and sales during the holiday season. 

The new report provides data gathered from Revieve-powered beauty brands and retailers, with a particular focus on emerging trends, from the dramatic rise in virtual try-ons to the increasing focus on hydrating products in colder climates and the surge in luxury beauty purchases.

It also delivers regional insights, showcasing how brands and retailers can tailor their strategies to cater to local shopping habits and preferences.

Key findings

Beauty consumers embraced digital experiences during the 2023 holiday season, with a 31% rise in virtual try-ons.

As a result, the report highlights that brands and retailers offering personalised and interactive tools can expect increased engagement and conversion rates in 2024 too.

Luxury beauty was also in high demand, with 75% of virtual try-ons used for high-end products, highlighting the willingness of shoppers to invest in premium beauty.

This trend presents an opportunity for brands to push limited-edition luxury bundles or exclusive holiday sets.

Meanwhile, hydration products took centre stage, as winter weather drove a 147.8% surge in demand for hydrating skincare, particularly night creams and moisturisers.

As a result, Revieve shared that brands should prominently feature these categories in their 2024 holiday promotions.

The report also emphasises the importance of tailoring holiday campaigns to regional preferences. Northern European consumers, for example, showed a preference for rich hydration products, while shoppers in Southeast Asia favoured lightweight, brightening skincare solutions.

Elsewhere in the report, Revieve notes that 53% of consumers leaned towards natural, minimalist styles, reinforcing the need for businesses to offer simple, everyday beauty solutions alongside more glamorous, festive options.

Consumers are also making more conscious choices in beauty routines, as 33% of users opted for cruelty-free beauty products, followed by organic products at 30%.

On the back of these findings, Revieve makes a number of strategic recommendations for brands and retailers,  including prioritising digital engagement through virtual try-ons to drive product experimentation and influence purchase decisions during the festive season and beyond.

Sampo Parkkinen, Chief Executive Officer at Revieve, said: "As we head into the holiday season, beauty brands must be prepared to meet evolving consumer expectations.

"Our 2024 Holiday Beauty Playbook offers in-depth analyses and practical recommendations to help brands leverage digital experiences like virtual try-ons, capitalise on the surge in luxury product demand, and create region-specific campaigns that resonate with shoppers."

Image credit: Boots