DIGITAL TRADE MARKETING INNOVATIONS IN THE BEAUTY MARKET

Abstract

The article explores innovative digital trade marketing tools that build consumer loyalty in the global and Ukrainian beauty markets. It is shown that brands are moving towards omnichannel and data-driven interaction mod-els, actively utilizing mobile applications, personalized offers, push communications, AR/VR technologies, gamification, AI-recommendation systems, and integrated loyalty programs. International practice (Sephora, L’Oréal, Shiseido, The Ordinary, Laneige) demonstrates an increase in repeat purchases by 30-70% precisely due to digital solutions that combine behavioral analytics, interactive mechanics, and partnership programs with retailers. Based on the analysis, it is determined that the key trend for 2023–2025 has been the accrual of rewards not only for the fact of purchase but also for “useful behavior” – participation in educational modules, completing diagnostics, creating a personal care routine and interacting with content. The Ukrainian beauty market is actively integrating digital trade marketing, but there is still a gap in the level of digitalization compared to international practices. Drogerie chains EVA, Prostor, and Watsons implement mobile applications, bonus programs, and personalized offers, but the use of AR/AI solutions, IoT devices, full omnichannel synchronization, and deep Big Data analytics remains limited. The effectiveness of existing loyalty programs of Ukrainian businesses is analyzed, and it is determined that their impact on repeat purchases and LTV (Lifetime Value) increases with the level of communication personalization and Big Data integration. The research results allowed for the identification of the main challenges in the development of digital trade marketing in Ukraine: insufficient automation, the lack of comprehensive CRM-ecosystems, a low level of AR/AI technology utilization, and the absence of evidence-based analytics for the effectiveness of the applied tools. Practical recommendations are for-mulated for enhancing customer loyalty through the digital transformation of customer interaction, implementation of personalized digital models, deepening Big Data analysis, and expanding cooperation between brands and retailers within the format of omnichannel loyalty programs.