Digital Innovation Through the Lens of Beauty

CX Decoded By CMSWire

Leonardo Da Vinci revolutionized the way people were painted during the Renaissance, and his "Mona Lisa" is the most famous painting in the world and is a cultural icon for beauty, in part due to what is usually described as her alluring and mysterious smile. What has made the "Mona Lisa" so popular for more than 500 years? It can be boiled down to one word: innovation.

Da Vinci was an innovator his entire life. He saw possibilities everywhere. The painting is a culmination of his curiosity and studies he undertook during his lifetime. Leonardo was interested in just about everything. One thing he was interested in was human anatomy, and he made many anatomical studies of the human body, including the facial muscles used for smiling. He discovered the complex system of muscle movement needed to produce a smile, and the data he collected during dissections he performed helped him produce the world's most revered painting.

This week’s CX Decoded podcast guest knows about innovation, data collection and omnichannel approaches when it comes to beauty as well. Michelle Pacynski, vice president of digital innovation at Ulta Beauty, has led Ulta through much of its digital transformation in the past 10 years, a time in which the company revolutionized how beauty products were assembled and marketed to enthusiasts.

We caught up with her to find out what brands can learn from the beauty industry about a host of topics, including the high level of engagement of beauty enthusiasts.