What do we want? Beauty products. When do we want them now? Now. How do we want them? Fast, customized, and interactive.
Beauty is a multi-billion dollar global industry that has enticed consumers with flattery, seduction, science and shame to influence their shopping choices throughout the years. But nowadays, consumers are looking to be informed, engaged, and empowered, not just sold to. Conventional methods of marketing don’t cut it in today’s technology and social media filled societies. Engaging content is selling beauty products.
Your Personal Beauty
It can be satisfying to walk into a department store and swatch a lipstick on the back of your hand or snag a free sample of moisturizer. But what can really drive purchasing power is a personalized experience and meaningful content that connects you to beauty products.
For example, imagine a themed-customized box of travel-size items sent to your doorstep with a postcard of details about each item that also leads you online to watch tutorials on how to use those same products. Now you have a sample of the product you can smell, feel and use in the convenience of your own home along with special content intended to help you perfect your use of that eyeliner or application of foundation.
This “discovery commerce platform” as coined by Birchbox co-founder Katia Beauchamp is what drives Birchbox, a monthly beauty subscription service that runs customers $10 a month. In just four short years, Birchbox has become incredibly successful, mainly by way of its social media platforms, which consistently post photos, videos and articles offering sneak peeks of upcoming packages, tutorials, insider details on must-have beauty products and thousands of customer reviews.
Birchbox is just one of a few companies that have found innovative ways to give beauty consumers what they want in product and experience. Take a look at the company examples below that are also taking engaging content to the next level.
The method: emotional connection
Who wouldn’t love a special message sealed with a kiss? Burberry—no stranger to the power of digital marketing, just revisited their Art of the Trench campaign, where the brand invited people to submit images of themselves wearing the iconic trench coat. Burberry used this same lighthearted notion to highlight the brand’s evolving makeup collection.
In partnership with Google, Burberry Kisses creates an immersive experience that allows users to send letters that are sealed with a virtual imprint of your lips, colored by a shade of Burberry lipstick, to anyone in the world. Google Maps enables users to follow the message along its journey to the recipient from city to city in real-time.
Why it works
Users can learn about Burberry’s new cosmetics and they get to engage on an emotional level, sending out kisses and special messages to loved ones. Additionally, recipients experience the Burberry brand message.
The method: social-shopping experience
Where does one go for a selfie-led shopping experience where context meets content? Sephora’s new Beauty Board, which leverages 10-plus million members to take selfies after they’ve applied makeup. Members tag photos with specific product info, which automatically uploads to the Beauty Board with links to the products. Sephora syncs its Beauty Board with its e-commerce inventory to ensure customers are buying the exact products used to create the looks they’ve seen on the Beauty Board.
Why it works
This interactive social-shopping platform helps potential customers take the guesswork out of finding products they like by connecting them to other users who show the product in real-life use. It also offers context by giving customers purchasing insights that encourage their interest and awareness of Sephora’s brand and product.
The method: connect to vloggers
There are almost 15 billion beauty-related video views on YouTube, according to the data software company Pixability. Beauty consumers are engaged with YouTube—but it’s not the big beauty brands that have their attention. In fact, their videos only account for 3% of total views. Independent vloggers or “beauty gurus” own the remaining 97%. That’s because consumers like authentic, relatable beauty vloggers for “how-to” videos that tackle real-time beauty needs, according to a Pixablity report on how YouTube is transforming the Beauty Industry and brands.
This means consumers are more likely to trust product suggestions from someone they view as a genuine beauty expert. L’Oréal has tapped into the power of YouTube by partnering with top beauty vloggers to feature products in their videos and talk about them. The brand also created Makeup.com, an online publication that develops content from an editorial staff and a network of vloggers.
Why it works
YouTube’s viewership for beauty content has grown 133% from 2010 to 2013—and it’ll continue to grow. There are 75-plus hours of new beauty-related content uploaded to YouTube daily. That means L’Oréal can extend its reach to even more beauty consumers and continue to distinguish itself as a relatable brand to the masses.
What’s Your Pick?
We want to hear about brands that excite you in the beauty industry. What examples of personalized content have you found that lead you to buy or favor a particular brand? Share your recommendations in the comments below.