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Implementing a digital strategy requires expertise and a certain amount of anticipation. This is also the case for the beauty and cosmetics industry which has seen its revenue on digital platforms take off since the end of the restrictions.
For example, L’Oréal closed the first quarter of 2022 with a 19% increase in sales and the L’Oréal Luxe division recorded a 25% increase!
By the end of 2022, the beauty and cosmetics sector are expected to reach a new record of around $500 billion in sales!
Digital growth in the beauty industry is expected to continue exponentially in the coming years, driven by consumers’ desire to look good and follow the latest trends.
Before the pandemic, consumers used to go to the shop to choose, test, and buy their beauty products. But since 2019, shopping habits have changed and many have switched to e-commerce.
Let’s take a look at how to implement a marketing strategy on digital platforms that can make your business in the beauty sector take off.
The best digital marketing strategies for beauty and cosmetic brands
The beauty industry is a competitive, dynamic, and rapidly changing sector. That’s why beauty brands need to stay agile and constantly adapt to consumers’ needs and expectations, and to the evolution of their direct competitors.
Let’s find out together which digital strategies to implement if you are in the beauty and cosmetics sector:
1. Build an engaged community
The beauty sector is fiercely competitive and brands need to do more to stand out.
To make your beauty brand stand out, you need to build an engaged and loyal community. There are several ways to do this, including social networks:
- Create polls and Q&As in the form of stories to generate feedback from your audience. The idea is for your brand to intrigue with relevant questions that spark positive debate. Highlight your employees on social media to get them to talk about your beauty and cosmetic products. They are often the best ambassadors to share their passion for your brand.
- Present your products through real-life situations. Show how to apply it, and the dos and don’ts of daily use to get the best results.
- For eyeshadow, give ideas for color combinations for example.
- Highlight your employees who explain how they use your products and what they get out of them.
- Create authentic content, you’ll be more likely to get your community to share your posts.
- Organize contests.
- Publish fun make-up tutorials.
You can also create a community by acting through email:
- Encourage your audience to subscribe to your newsletter by offering them a discount on their first order.
- Reward your most loyal customers with a free product after a certain amount has been reached, for example.
- Take the lead by offering products that you think they might like.
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2. Implement a consistent omnichannel experience strategy
In order to increase your chances of success for your beauty products, generate traffic, and increase your brand awareness, there is nothing like implementing an omnichannel strategy, i.e. being active on several digital distribution channels. Here are some ideas:
- Create an e-commerce site.
- Write regular blog posts of at least 900 words, following an SEO-friendly strategy. Don’t forget to include your blog posts in the menu of your website.
- Send a monthly email newsletter to your subscribers.
- Ensure a regular presence on various social media platforms such as TikTok, Instagram, Facebook, YouTube, and Pinterest, by implementing a strategy of paid and organic posts.
- Implement a strategy so that when visitors visit your social networks, they are redirected to your website and vice-versa.
- Whatever channel your prospects arrive through, offer them the option to sign up for your newsletter.
3. Collaborate with beauty influencers
By choosing an influencer who shares your values and conveys a positive and transparent image, you increase your chances of building awareness and targeting a valuable audience for your beauty brand. Influencers usually have an engaged community that trusts them. So, if you go through an influencer, they will know exactly how to showcase your beauty and cosmetic products to generate engagement.
Don’t forget the micro-influencers who have less than 50,000 followers. They are less expensive and often have a highly engaged community.
Choose influencers from different ethnic backgrounds, with different body shapes, and don’t forget to consider the diversity and inclusivity of your influencers to highlight the universality of your brand and reinforce your image among a wider audience.
4. Artificial intelligence at the service of beauty
Use artificial intelligence to offer your consumers highly personalized products based on their skin type and personal needs.
For example, L’Oréal has launched the Makeup Genius app, which uses augmented reality to allow consumers to virtually test the cosmetics offered by the brand. This way they can try them before they buy them.
Marionnaud uses artificial intelligence to analyze consumers’ skin and then suggest the products best suited to their needs. How does it work? Visitors answer a few questions and then have their photo taken or upload an existing photo. Consumers can then directly purchase the products suggested on the site.
In conclusion
Consumers of all ages are increasingly interested in new products and are becoming more familiar with the use of all digital platforms. Beauty and cosmetics are one of the hottest sectors and this is not going to stop. With a well-thought-out strategy on digital platforms, which exactly meets your KPIs, you can grow your community and create more engagement. Our experts at Eminence are here to guide you through the process of elevating yourself on digital platforms. Contact us now to discuss your project with us!