INTRODUCTION:

In daily life, digitalization is beginning to become increasingly prevalent. Individuals go on dates, work, study, and, last but not least, make internet purchases. Everything is accessible these days with just a single click. As a result, customers are more picky than ever. But standards are standards, and internet retailers have particular requirements.

The needs of the customers must be met. Meeting fundamental requirements for the client experience frequently remains at a daily routine. In order to differentiate itself from competitors in the market, customer experience (CX) must be exceptional.

Consumers are becoming more and more concerned about natural products and sustainability. Sales of natural cosmetics will therefore increase going forward. A corporation can acquire the trust of customers by offering transparency and particular product information. Additionally, as a result of Teams and Zoom meetings, customers began new skincare regimens as a result of the epidemic.

1.1 What is Digitalization?

Digitalization, as described by the industry, is the process of integrating digital technology into a business's routine operations. It is a transition. It would be more accurate to describe it as the digital transformation of businesses' daily activities. Per the article "Digital Transformation: What Is It?" Digitalization radically alters how you do business and provide value to clients. It is the transition of a firm to a digital one. (2016).

We live in a digital economy, and digitalization has long been predicted. In the early 1960s, organizations acquired digital assets, which indicated that the transformation had occurred. If an organization used digital technology, such as computers or automated machinery, to support business processes, digital transformation was inevitable. However, the digital transformation occurring today is very different from what it was a few decades ago. Subsequently, the notion of digital utilization emerged, signifying that the organization needed to interact digitally with its constituents, including suppliers, distributors, and customers. This entailed establishing a customer service division in addition to an electronic inventory management system.

A more comprehensive change has occurred recently, necessitating strategic digital innovation that includes digital assets, digital usage, and a digital workforce.^[1]

1.2 Why Digitalization?

As digital technologies advance, it makes sense to adopt them because the advantages they bring greatly outweigh the challenges posed by change. The following is a list of advantages that come with digital transformation: increased productivity, enhanced customer satisfaction, cost savings, increased revenue, flexibility, enhanced employee engagement and culture, improved supply chain management, enhanced operating model, and enhanced competitive advantage (Mroczkowska, 2020). It is clear from the advantages that digitization provides that it is essential. However, there is still confusion about what digitalization actually entails: is it process automation, ongoing change, or some other kind of strategy? It is abundantly clear that every industry has jumped on the digitalization bandwagon. Whether they work in IT, construction, agriculture, pharmaceuticals, or education, every organization is unique, and while digitalization may mean different things to different industries, they are all competing to implement it.¹

2. What is natural cosmetics?

All cosmetics that are created entirely of natural substances without the use of chemical additions fall under the categories of natural, organic, and ecological cosmetics. A global pioneer in the certification of ecological and natural cosmetics to manage risks and provide product guarantees, Ecoceret is one of the organizations that supports the certification of natural cosmetics. The COSMOS certification for natural cosmetics ensures that the product is made in an environmentally friendly and user-friendly manner; it also advances the idea of green chemistry, oversees the accountability of natural ingredients, encourages conservation of biodiversity, and certifies the lack of chemical ingredients. It also permits the use of some safe parabens, phenoxyethanol, synthetic flavorings, and dyes, and confirms that the packaging is recyclable. Put another way, the reason natural cosmetics are considered is that they are made with 99% natural ingredients or at least 95% organic veggies.

Because they respect the skin's natural barrier and don't include artificial preservatives, additives, synthetic perfumes, or environmentally harmful products, they are suitable for anyone with skin problems or diseases and haven't been tested on animals.^2,3

3. Digitalization in natural cosmetics: Trends

Display and Sell Products Online:

Numerous businesses have their product lines available in online stores even prior to COVID-19. However, since the pandemic's beginning, having an online store has become essential. Who doesn't prefer shopping from the comfort of their couch, placing an order with only a few clicks, and having their purchases delivered to their house? Naturally, internet retailers help cosmetics companies reach a wider audience and grow their business in a sustainable way.

Implementation of Automated Processes:

There is a growing mound of work to be done, and time is running out. Automation lowers workloads and boosts productivity, which is one of the reasons businesses are moving towards digitalization. In the cosmetics sector, employing digital tools to accomplish more in less time is becoming popular.

Individualized Cosmetic Products:

Personalized goods to achieve optimal satisfaction: this is a primary objective for each business. Customized goods are used by cosmetics businesses to accomplish this. For example, these products include active component content and appropriate ingredients that are particularly matched to the skin type of the clients. Are cosmetics and creams suitable for all people? Products that are ideal for the customers are produced by this trend.

Artificial Intelligence and Big Data:

Many data, many outcomes? Yes, but there are obstacles in the way. Workers lack the time and technological expertise to consistently evaluate ever-growing amounts of data. Artificial intelligence and big data are essential to the cosmetics sector. This implies that even enormous amounts of data can be accurately evaluated quickly. The outcome serves as the basis for higher customer satisfaction and enables inferences about the needs of the consumers.

Virtual 3d Models:

Prototypes have been utilized in the past to progress new innovations and research findings. An expensive and time-consuming procedure due to the need for resources. In addition to delivering more precise findings faster, virtual reality and virtual 3D models significantly lower the cost of producing prototypes.^4,5

4. Digitalization in natural cosmetics: Opportunities:

1. Enhanced Customer Experience:

a) Personalized Product Recommendations: Customer data can be analyzed by AI and machine learning algorithms to deliver personalized product recommendations, increasing customer pleasure and loyalty.

b) Virtual Try-On Technologies: Customers may digitally try beauty products before making a purchase thanks to augmented reality (AR), which may lower return rates.

c) AI-Powered Skin Analysis: AI is able to recognize skin issues in selfies and suggest natural skincare products based on the analysis.

2. Improved Supply Chain Efficiency:

a) Real-Time Inventory Tracking: Natural materials that spoil quickly are less likely to be overstocked thanks to digital systems' awareness into inventory levels.

b) Blockchain for Ingredient Traceability: Blockchain can improve transparency by producing an unchangeable record of the path taken by each ingredient.

3. Data-Driven Product Development:

a) Analysis of Customer Feedback: Natural language processing has the ability to examine social media comments and reviews to find patterns that could lead to better products.

b) Predictive Analytics for Trend Forecasting: In order to forecast future trends in natural cosmetics, machine learning can examine social media patterns and market data.

4. Expanded Market Reach:

a) Global E-commerce Platforms: Natural cosmetics manufacturers can reach a worldwide audience without having physical stores everywhere by using digital marketplaces.

b) Social Media Marketing: Influencer relationships and user-generated content present potential for organic growth on platforms such as Instagram and TikTok.^2,4

5. Digitalization in natural cosmetics: Challenges:

1. Maintaining Product Authenticity:

a) Preventing Counterfeit Products: The likelihood of fake natural cosmetics reaching the market has increased with the growth of e-commerce.

b) Communicating Certifications Digitally: Ensuring the efficient digital communication of organic and natural certificates.

2. Cybersecurity and Data Privacy:

a) Protecting Customer Data: Ensuring the protection of private client data, such as skin types and shopping preferences.

b) Complying with Regulations: Respecting privacy laws such as GDPR (General Data Protection Regulation) but using client information to customize advertising.

3. Balancing Technology with Natural Image:

a) Maintaining Brand Identity: maintaining the "natural" brand image of cosmetics while incorporating high-tech solutions.

b) Avoiding Perception of "Greenwashing": Ensuring that initiatives in digital marketing do not give rise to allegations of making inflated claims about the environment.

4. Keeping Up with Rapid Technological Changes:

a) Continuous Investment in New Technologies: The requirement to continuously invest in new technology in order to maintain competitiveness.

b) Training Staff on Digital Tools: Ensuring that workers are adept at utilizing the newest digital technologies.

5. Regulatory Compliance in Digital Spaces:

a) Navigating Online Sales Regulations: Following intricate and sometimes inconsistent laws governing the internet sale of cosmetics in many regions.

c) Ensuring Proper Digital Ingredient Disclosure: Meeting the standards for disclosing ingredients across a range of digital platforms and formats.⁶

REFERENCES:

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15. The Impact of Digitalization on the Internationalization Process of Natural Cosmetics Companies Theses.

Received on 08.10.2024 Revised on 10.01.2025

Accepted on 18.02.2025 Published on 23.04.2025

Available online from April 26, 2025

Asian J. Pharm. Tech. 2025; 15(2):177-180.

DOI: 10.52711/2231-5713.2025.00028

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