Marketing has become the lifeline of business. Without it, companies will be unable to communicate with their customers and create opportunities for sale. Just as any other industry, the beauty industry too has experienced a complete makeover in the recent past.
Selling cosmetics can be challenging. With so many brands available and with multiple concerns regarding safety that need to be addressed, marketers have their work cut out for them. There is also the stigma that is associated with certain types of cosmetics. Conservative mindsets are still prevalent in many parts of the world and it is with focused marketing that these negative perceptions can be broken down. Only then will there be an opportunity to make a sale.
New-age marketing strategies go beyond conventional brick-and-mortar store sales and newspaper advertisements. The Internet is in and companies are moving online to better interact with their customers. Here are a few ways in which present day marketing strategies are affecting the way the beauty industry functions:
Focused content curation
Brands like Kylie Cosmetics curate content that targets specific categories of customers. The videos and photos released contain content that a customer either identifies with or aspires to be. Content publishing precedes product launches with brands releasing teaser videos and photos. Post-launch marketing content in the form of full-fledged online advertisements is also created and published to encourage prospects to buy.
Virtual reality – the next step in beauty
With the growth of e-commerce, it’s become much easier for companies to interact with prospective customers. People no longer choose brick-and-mortar stores to make their purchases. Instead, they prefer to visit company websites and e-commerce portals to shop.
Companies such as Lancôme are using Virtual Reality (VR) technology to offer customers personalized services. Bots interact with visitors and help them navigate the site. They recommend products which they feel the customer might like. The VR technology that Lancôme uses also helps customers see how different shades of cosmetics look on particular skin tones, making shopping easy and convenient. Now, customers can be aware of how a color will look on them before they make the purchase.
Social media as catalogs
Social media platforms such as Pinterest, Instagram, and Facebook act as product catalogs. Companies post pictures of their products and of models wearing their makeup. Style guides are published, which audiences can use to recreate looks of favorite celebrities.
In fact, social media is a very popular platform for brands to engage with customers. Opinion polls and contests can serve to promote brand visibility. Gifting winners a hamper of the company’s beauty products will also help get conversions.
Brands can also collaborate with other brands or companies to create marketing content together. Influencer collaborations are extremely powerful in the beauty industry. Consider Korean-American fashion and beauty vlogger Jenn Im’s collaboration with Colourpop. Both parties were able to whip up a large following by working together. Their collective fan following was larger than their individual ones.