VIDEO: Redefining retail – How beauty retailers are engaging consumers in a changing landscape

To adapt to a competitive and ever-evolving new reality, beauty retailers are finding new and innovative ways to attract consumers to click through or step into their stores.

We sat down with Christabel Chee, head of communications for Individual Collective, an indie brand, which chose to begin its journey with a physical retail outlet in downtown Singapore.

This, said Chee, was all part of the brand’s consumer-centric approach which she believes has served them well. However, the brand is working on building its online presence to help scale its business internationally.

Later we caught up with Xueli Wong, content producer for BeLive, a Singapore-based live streaming tech start-up. Wong discusses how beauty consumer’s behaviours and priorities are changing and later reveals how beauty brands are pushing themselves to attract consumers with innovative and interactive online content.

Watch our video to learn more