Fay Cowan with Decoded Fashion moderated the Faces & Digital Spaces: Transforming Beauty panel that talked about how tech is changing the beauty world and what benefits brands receive beyond their marketing. The panelists were Jennifer Tidy from Modiface, Swan Sit from Revlon/Elizabeth Arden, and Moj Mahdara from BeautyCon Media.

With technology such a big part of the beauty industry, the panelists were asked what is meaningful in connecting with the consumer. Sit mentioned that VR and facial recognition for cosmetics is very meaningful and that it’s important to push behind the social content. Tidy said that brands need to build and innovate on new things and understand who the consumer is and what the best product is for them personally. Mahdara added that data is very important because it shows choice and habits; therefore, telling a story.

When social media first came to be, that was where all the people went and, according to Sit, that is when brands jumped on board because that’s where the people were. She also said that it’s important for brands to be on social media to be more authentic, create more personal and custom conversations, and broadcast their message more broadly and personally. Tidy stated that brands need to be like a ball of clay to remake themselves for the consumers needs.

One major social media influencer for cosmetics is YouTube. For this platform, Mahdara said it has changed publishing, fashion, and content and that the creator connects with the audience because it is usually a peer to peer situation. It is more personable to be with and see the creator through their life.

“One size fits all doesn’t work in the fashion industry because it is incredibly personal.” Sit said. When advertising and selling cosmetics and fashion products, it’s vital to know who the consumer is.