1.) Use of Augmented and Virtual Reality: Companies are using augmented and virtual reality to determine the optimal customer experience in stores. For example, L'Oreal has a Beauty Lab in its NYC HQ with virtual reality technology to show what the customer journey will be when they enter stores. This allows them to see how to improve product merchandising and packaging.
2.) Video Content: According to statistics from Pixability, makeup tutorials now account for 68.5% of views for beauty videos. Consumers appreciate that they can learn makeup application techniques and see how the makeup they are considering looks when applied on video.
3.) Influencers on the Rise: Beauty companies are increasingly using social media influencers as brand ambassadors. Similarly to the video content, consumers want to see how products look, and it resonates with them even more when they see the products on "real people." Partnering with the right influencer helps brands set a tone for their products.
4.) Disrupting Traditional Business Models: The beauty industry is no longer all about trying on products in crowded shopping malls. Digital marketing has fueled the rise of subscription-based models like Birchbox and Ipsy which send different packages of products each month.
5.) Marketing to Men: According to certain studies, sales of men's skincare products grew by 7% in 2019. This has largely been attributed to the rise of social media and Youtube influencers that have male audiences. Sustainable increases in sales of men's beauty products will still, however, require more market research to understand consumer personas and desires.
Sources: https://verbbrands.com/news/thoughts/top-5-digital-markeing-trends-in-the-beauty-industry/ ;
https://www.reach3insights.com/blog/beauty-marketing-trends-2020s
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