Enhancing Consumer Engagement: Beauty and Fashion Brands Embrace Web3 Technology

Evolution of Consumer Engagement Strategies

Before the emergence of Web3, brands primarily relied on Web2 channels, such as social media, to connect with consumers. Recent statistics show that 77 percent of businesses use social media to reach customers.

Integration of New Technologies

Consumer engagement strategies are evolving with the maturation of new technologies like blockchain and artificial intelligence. Forward-thinking brands have started incorporating these elements to better engage with consumers.

Web3 Technology Enables Co-Created Beauty Products

Jana Bobosikova, Co-Founder of community commerce company KIKI World, emphasizes the use of blockchain infrastructure to connect the community with products of interest. The “KIKI platform” allows creators and brands to create campaigns rewarding audience participation.

• KIKI’s multiplayer brands allow thousands of customers to participate in product creation.
• Community input and voting mechanisms lead to the creation of products like the ‘Pretty Nail Graffiti in Pearl’ and the SDK Skin Development Kit.
• Participants are rewarded with digital collectibles called “KIKI points.”

NFC-Enabled Fashion Enhances Customer Connection

Near-field communication (NFC)-enabled fashion provides a direct touchpoint and communication channel for consumers. Brands like CreatedBy are connecting physical goods to digital “tokenized twins” on blockchain networks.

• Tokenized twins increase transparency around sourcing, production, and ethical practices.
• Blockchain-based authentication and storytelling address the need for sustainable sourcing and supply chain transparency.
• Case studies with brands like Wonder Raw demonstrate the embedding of sustainable journeys into NFC tags for ongoing engagement.

Future Adoption of Web3 Technology by Brands

While platforms like KIKI and CreatedBy are enhancing consumer-brand connections, mainstream adoption may take time. Education and overcoming the stigma associated with Web3 are key challenges for brands.

• Major brands like Louis Vuitton are committed to Web3 efforts, as seen with initiatives like opening a Discord server for NFT holders.
• Blockchain use cases for tracking provenance are expected to evolve as AI technology advances.