We look for details about products online. Social media has come with the ultimate service. Increasingly, the beauty brands are learning to respond by creating a close relationship through social media channels. Influencers are of a great help, ambushing trends and speeding up the pace of the marketing efforts. By all means, the global beauty industry is believed to be worth 675 billion USD by 2020.
20th century in advertising beauty segment was all about captivating our senses. In 1971 Yves Saint Laurent posed in the nude in front of the camera as a part of promotion release of his first perfume for men, Pour Homme. In 90’s world was a little bit intimidated by the Kanebo commercial, where Japanese male actor, Takuya Kimura was putting lipstick on. Today, after every big fashion week, the Internet is exploding with social media buzz around products. However, it’s not exactly about the launch of new cosmetics and collections. It’s about the digital trends: What are the trends Instagram loved the most? Who was the most influential person on social media? And which brands won a particular edition of fashion week?
So what has really changed now in the beauty industry?
The Power of an individual
Did you know that 92% of consumers trust word of mouth more than all other forms of advertising? Seeing a blogger or celebrity post about the product seems much more genuine than a million-dollar ad campaign tailored for fashion magazine (read more how social media is changing fashion industry here). This is because of a personal recommendation, a first-person narrative and real-life experience.
Kylie Jenner’s Lip Kit, $29, sold out in minutes when it was launched online. The other time, Jenner happened to post a selfie with Irish cosmetic brand, Cocoa Brown, in the background. The photo received over a million likes. A single Instagram post by powerful influencers can reach millions of people in seconds. This is signal not only for brands dedicated to young generation but also to more mature companies. At last, Estee Lauder decided to sign up a contract with Kendall Jenner which came with a stir (but also a huge success) in the industry.
Social channels are in power to stoke unprecedented demand. Tarte’s Amazonian Clay Matte Palette doubled its sales expectations after the brand partnered with 12 influencers during the year. Two Faced Stardust palette, designed with Instagram influencer Vegas Nay, propelled the brand into being one of the strongest performers on the market.
UPDATE: SOLD OUT‼️ (hope we can get more) Because you asked😱 @toofaced was so kind to release a selective amount of Vegas Nay #StardustPalette collection INTERNATIONALLY😻🌍🎨⭐️Canada, Mexico, UK, Ireland, to name a few–this is will be your LAST chance to purchase this palette!) go to www.toofaced.com 😘 _ @ultabeauty #toofaced #vegasnay4toofaced #ultabeauty #vegas_nay
The Power of Video
With YouTube, a primary incubator of beauty experts, the gap between the professional and amateur cosmetics worlds melted with a glimpse of the eye. The Internet is full of stories like Michelle Pham, who posted her first video tutorial years ago and was shocked by the views and comments she received. Nowadays, Phan has written a book, cooperates with Lancome and launched a beauty-box subscription service.
Social media platforms like YouTube, Instagram and Twitter have made it through the world of extreme exclusivity and created a dreamland of open sharing. However, established beauty brands are not behind. In fact, Fashion Beauty Monitor claims that 10 of the top 25 beauty related videos uploaded between January and May of last year were produced by brands.
Rapid changes in the beauty landscape caused by social media shape digital consumers behavior. The time of billboards is gone in favor of beautifully made video which gathers the higher engagement. According to Fashion Beauty Monitor Report, in the past year alone, more than 1.78 million beauty videos were published on YouTube.
Memebox is an e-commerce destination for Korean cosmetics. The company has recently created a visually stunning carousel and video ads on Instagram to build trust among beauty fans around the world. The brand launched PonyEffect line in collaboration with popular makeup artist Pony. The idea was to help young target clients do celebrity style makeovers.The strategy was based on sharing latest beauty stories and makeup tutorials.
Instead of a history of the brand, the social media generation prefer stories spontaneously captures on Snapchat. The most popular are models-off-duty sharing silly moments who often gives up on filters and clever captions. The tendency is to link with clients in real time to make a tighter connection.
The Power of an image
People are already using social media for beauty advice and inspiration, especially when it comes to new looks and trends. Visually creative platforms such as Instagram allows engaging authentically with customers as well as profiling products. Maybelline New York used Instagram to raise the profile of eyebrow cosmetics in Australia to increase brand awareness, message association, and product sales.
Have you ever gone through your beauty decisive paths? How many people scroll through Instagram, going for inspiration and learning how to wear this or that or which nail color is in now (is it still Fiji or everyone has just switched to Biscuit!?) To be honest, it hasn’t changed much in the consumer’s behavior. The tools are just different and sometimes mind-blowing which means the brands from the beauty space need to meet the increasing demands and changing consumption patterns of the digital consumer.
The way consumers shop beauty products have changed. They no longer wait for the latest glossies or rely on traditional advertising to learn about products. Thanks to the social media, information is instantly available, consumers read reviews, follow beauty bloggers, watch make-up tutorials, participate in online discussions and engage with brands directly and in real time at the same time getting educated and of course, influenced.
However, the relation to the visual way, and getting a sense of urgency is still the same driving motor in this segment. In the past, the only way to learn about makeup was through books with illustrations. Now, the beauty platform, Powder, aims to offer everyone the one-to-one beauty advice. When joining the Powder network, you are asked a few questions about makeup routines resulting in matching you with a truly tailored list of products, images you can like and cosmetics you can buy.
The Power of Content
It is all about the content – much more available contact to help and influence decision-making process. It’s not only about seeing more images, videos, explore more. It’s about learning more and based on that information come to the purchasing decision.
The newsfeed is a key driver of social media, so many companies from beauty sector are introducing new products every few weeks. However, trends don’t occur as often as new products (even if we thought they do – it’s not the case) but when they do, it’s extremely important to focus on this trends to captivate the audience. It can be possible through optimizing the content or by influencers or even quick-settled mailing. NARS repurposes products in their line to fit the trend. Benefit use strobing perfectly, sending special packed products kit ‘Strobe Your Ego’ to the influencers.
😍😍___________________________________________________ Repost @readysetglamour Can't wait to get my GLOW on with this #strobeyourego kit from @benefitcosmetics! 🌟 (PS: each product is sold individually & this kit isn't for sale, but who else thinks they should kill the strobing game and make this a real thing?! 🙋🏼) ___________________________________________________ #makeup #beautiful #love #Makeupmess #eyes #bblogger #bblogger #beautyblogger #vegas_nay #wakeupandmakeup #lookamillion #hudabeauty #cosmetics #cosmeticos #maquillaje #makeupartist #beautybloggers #beautyblogger #melformakeup #lips #beautyjunkies #dressyourface #beatthatface #slave2beauty #makeupwhore #makeuptalk #amazing
Social media and Instagram on top of that has created an immediacy and brands just are obligated to keep up with that. If you are not doing it this afternoon, you are too late. It means the challenge of staying ahead of the game. Apart from eye-popping Instagram, there is also Snapchat and Periscope. The change in the brand’s’ content has switched from highly-edited articles and high-class photo sessions to more raw content, rather authentic from the backstage and easily relatable to every-day life. That’s more about life-streaming with the brand’s face that polished images and the unapproachable world of very exclusive fashion.
The Power of Social Media
The rise of social media handed the power to small brands (ColourPop, Sigma Beauty, Dose of Colors). They might not be so big and established as Revlon or L’Oreal’s but are mastering the sales skills.
It’s also the time where cosmetics are designed and tailored and even created keeping social media in minds. Juice Beauty will launch a mask with a colored formula that contrasts with skin tones to make a skin-care statement, especially on Instagram. Social media has made a demand for a whole new genre of makeup. Make Up For Ever launched a high – definition products, offering nearly undetectable coverage and airbrushed, but natural effect on camera. The new foundation tends to look just as good in the flesh as it does under a digital-camera lens. Instagram and YouTube have even created a demand for products specially made to suit a social-media-savvy lifestyle.
So what is the next ‘in’ beauty thing on social channels? It might be the time of professional hair care or masks which take off on social media. Those categories have content but they are not using it so much on social platforms. The leader in this field, Vidal Sassoon, hair and fashion are inextricably linked. They combine stunning design and fashion to catch attention in Hong Kong and Taiwan. With campaign stating that great hairstyle is just as important as a well-placed accessory, they established its way to success with edgy illustrations, which instantly caught the eye of its younger target audience.
To stand out from the crowd it’s essential to demonstrate the unique brand personality. So did L’Oreal Paris. They ran a winter-themed ad campaign on Instagram in Canada to raise awareness and tell their story. In bold, vividly colored images, the campaign helped increase both recommendations and ad recall with the cosmetic company’s target audience.
So what are you waiting for?
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