How can stores lure customers post-pandemic? What’s the future of pop-ups? And how is a sense of community driving shopping journeys? In this part of the 2021 Expert Outlook, we speak to three experts about people’s varied paths to purchase and the ways they connect to retailers.

Beauty products are full of cryptic labels – paraben-free, non-comedogenic – and conflicting information. How do people know what’s right for them and where do they look for guidance? Canvas8 polled 2,100 Americans and spoke to eight people to identify what shapes their path to purchase.

Already popular in China and South Korea, shoppable live streaming is becoming a way for US beauty brands to tempt consumers while in-store shopping remains limited. And with personalized elements that enhance the experience, this type of shopping looks set to stick.

With beauty fans unable to browse the aisles of their favourite stores, they’re staying connected via virtual experiences. Keen to show support for the cosmetics industry and its dedicated fans, Tatler magazine launched an online shopping event that gave beauty and lifestyle shopping a virtual makeover.