Screen technology, including smart phones and tablets, flattens and democratises the beauty market, according to a beauty market analysis from Diagonal Reports. Screens can be used not just to recreate, but to also improve on key elements of physical beauty stores, delivering a wide selection of brands, product information, evaluations of brands merits and up to date price information.
Diagonal adds that screens work to democratise the buying of premium brands, making a beauty buying experience that was previously accessible only to people physically present in a limited number of carefully selected points of sale much more universal. Anyone can use a screen without fearing the stare of the assistant on the other side of beauty counter, says the report, adding that “intimidating” sales assistants could explain why so many women — and even more men — keep their distance from beauty counters in department stores.