How digital is shaping customer experiences in the beauty industry

In order to break through, beauty brands today are placing a bigger focus on customer experience (CX).
CX is not just about basic interactions, of course, as what one customer might perceive as valuable, another might not. Consequently, Forrester suggests that to achieve a superior customer experience, companies must ensure that interactions hit three criteria.
First, to ensure that they are useful (i.e. they provide some kind of value); second, that they are usable (meaning the value is obvious