In this special report, Trendalytics, in partnership with Beautycon Media, identified the new rules of beauty retail, best practices for the industry and key findings including:

1. Pop ups and festivals are the new retail innovation labs as brands look to increasingly immersive experiences to engage consumers #IRL. Festivals didn’t exist 5 years ago, but now 12% of 13 to 18-year-olds cite them as their most important source of info when shopping for beauty.

2. FOMO fuels excitement. To stay top of mind, brands are leveraging limited editions, limited access and stockouts.

3. Even though your customers will cheat (19% of Gen Z said they start shopping by brand versus 29% of customers 45+), hero products and brand-right partnerships can keep them coming back.