Understanding the evolution of the beauty consumer today means analyzing a fluid purchasing journey, driven by digital inspiration and artificial intelligence. AI is reshaping the customer journey, from product discovery via generative search engines to personalized offerings. 

Through a data-driven approach, a profile emerges of a well-informed consumer who values transparency, sustainability, and seeks tailor-made solutions. This session will present key strategies to integrate technology with the human touch, creating predictive, high-value shopping experiences in a constantly evolving market.