As in many other business sectors, digital technology and revolution are prompting professionals in the cosmetics and beauty industry. In fact, it makes them step out of their comfort zone to meet the new expectations of a new market, and adapt their marketing strategies.
The importance of bloggers and youtubers in the digital marketing beauty
With the digital revolution, brands in the beauty sectors have lost the monopoly of the spoken word on their products. In fact, they lost it in favor of informed and influential consumers who are particularly active online.
These influencers, communicate via specialized blogs, videos on youtube about products traditionally promoted by the brands (shampoo, lipstick, creams …). They also occupy new segments on which the brands have not ventured much (intimate hygiene products for example). In addition, they pay attention to the list of ingredients used in the manufacture of a product. They highlight strong expectations in terms of prevention and health, directly challenging the brands in the area of social responsibility.
The perimeter they cover is not the only extent that is important. A few figures also reveal the extent of the phenomenon in terms of volume.
- 700 million videos viewed per month on youtube on the theme of beauty; (this is the 3rd sector, all categories combined)
- Online, 91% of discussions about beauty products take place on social networks
- Some specialized blogs claim 1 million visitors per month (e.g. babillages.net).
Influencers compete with traditional top-down branding. They replace the recommendations of sales consultants in stores and promote the development of horizontal, equal-to-equal transmissions around beauty products.
They are fully part of the digital marketing for beauty brands.
Data and customer knowledge
Depending on whether or not the brand has its own distribution network, the initiatives and digital projects it undertakes vary. However, they all have a common denominator; the reflection on customer knowledge through the increasingly massive and transversal analysis of data.
For a brand that distributes itself through its own network of boutiques; speech capture strategies are based above all on monitoring the customer throughout his or her purchasing journey.
For brands that do not have their own store, the solutions may seem less obvious. However, customer data is essential to regain legitimacy, because that will enable the creation of innovative services. From this point of view, it is in the interest of the major retailers to find solutions to get closer to their customers.
Customer knowledge and continuous interaction with customers is in fact the only real way in which a retailer can claim to take back the initiative around products in today’s digital ecosystem. But this has to be done with elegance, respect and transparency, otherwise it will be severely punished for failing to deliver real added value.
The connected warehouse, an advanced station of digital marketing beauty
In this context, the concepts of “connected store” and the integration of distribution networks through a multi-channel vision must also be deepened.
To maintain their initiative and continue to be innovative, the major cosmetics and beauty product brands will be led, in the short term, to develop new projects at the crossroads of IT, commerce, marketing and digital. These projects will have to meet the expectations of new consumers in terms of renewed uses but will also have to be designed to capture emerging market segments.