Issue: № 11, 2025
Doi: https://doi.org/10.37634/efp.2025.11.6
The dynamic transformation of the beauty-retail market in Ukraine is driven by the growing influence of digital technologies and changes in consumer behavior among younger audiences. Gen Z, often referred to as digital natives, demonstrates distinct patterns of brand perception, purchasing motivation, and communication preferences. These changes require companies to rethink their marketing strategies, shifting from product-centered to experience-oriented approaches. The paper focuses on how leading market participants, such as LLC “Bomond Group”, adapt to these behavioral and technological shifts through innovative marketing tools and customer experience management. The purpose of the paper is to identify the key trends shaping the Ukrainian beauty-retail market and to explore the transformation of marketing strategies under the influence of digital consumers’ behavior. Additionally, the paper aims to construct a Customer Journey Map (CJM) for Gen Z to visualize their interaction path with beauty brands and reveal opportunities for improving customer engagement and loyalty. The paper reveals that the main trends defining the modern beauty-retail market include digitalization, omnichannel integration, personalization, ethical brand positioning, and the growing popularity of short-term collaborative formats such as pop-up events. The example of “Bomond Group” illustrates how the use of AI-generated content, QR codes, and immersive digital storytelling enhances the emotional connection with customers. The developed Customer Journey Map for Generation Z identifies the most significant touchpoints across the awareness, consideration, purchase, and post-purchase stages, outlining areas for optimizing marketing communication and experience design. The findings confirm that adapting marketing strategies to the behavioral characteristics of digital consumers is a crucial factor in maintaining competitiveness in the beauty-retail sector. The integration of interactive technologies, data-driven personalization, and customer journey analysis enables companies to strengthen brand loyalty and create sustainable value for their target audience in the era of digital transformation.
Keywords : beauty-retail, digital Gen Z, Customer Journey Map, omnichannel, personalization, brand loyalty
References:
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