The new trends in the premium cosmetics industry are evolving the recipe for success as brands and consumers switch roles. While cosmetics companies see digital e-commerce and digitally-enhanced in-store and virtual try-on apps as the way of the future, a substantial percentage of beauty customers said they wouldn't buy any beauty product that they would have tried just virtually. They want to have real-world, hands-on experience of new products before they press the button.
This need gives the p
