数字化跃迁2026年全球美容行业态势前瞻报告-尼尔森IQ.pdf

数字化跃迁2026年全球美容行业态势前瞻报告-尼尔森IQ。Beauty is entering 2026 with its characteristic resilience, but also with a new level of complexity. Consumers are becoming more intentional in how they spend, balancing tighter budgets with a desire for small luxuries, simplicity, transparency, and products that genuinely work. It's no secret that beauty sales are now dominated by ecommerce, and increasingly the winners are those who are able to crack the code on digital success. Brands have a new toolkit that drives their success, which includes being available, visible, and attractive. As AI accelerates innovation, digital ecosystems transform the path to purchase, and global influences reshape expectations, the brands that adapt with clarity and conviction will define beauty’s next chapter.