A great article from Mc Kinsey highlighting how the beauty sector is showing the way at a time many consumer businesses struggle to deal with the pace of change. The beauty sector is advanced because of the way beauty- living consumers engage with the category. for decades, they have sought out innovations, embraced the stories behind brands, and enjoyed the shopping experience, solo and with others. For decades, these characteristics have shaped how beauty brands marketed and sold their products. But today, digital is dramatically expanding the beauty consumer’s connection with brands and products. A strong case could be made that the influence of digital marketing and social media has gone further, faster, in beauty than in any other FMCG industry. 

https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/what-beauty-players-can-teach-the-consumer-sector-about-digital-disruption