The Beauty Sector is always keen to take risks and seize new opportunities.
From spraying the latest perfumes in department stores, offering free gifts to the latest trend of consumers subscribing to monthly beauty boxes received through the post containing a mix of products across skin, makeup and hair, giving the consumer a chance to discover a range of new brands and products.
Consumer behaviour is changing and the industry is struggling to find new ways to get customers to buy-in to their brands long term. The industry is very aware that celebrity endorsements can now only go so far in influencing the consumer; and digital influencers seem to deliver more credibility and trust with the consumer so is definitely the way forward for the beauty industry for now.
Digital influencers have propelled the independent beauty brands that can dedicate the time and skill to their brand; and has given them a huge inroad to the generation of digital-born consumers; and thus have begun to steal the market share from the well established brands.
Building brand awareness is just as important as sales and is the key to establishing yourself in the market. Combining a mix of print media, influencers and digital media builds long term relationships with your consumers.
Instagram is by far the most successful channel for beauty segments. Engagement is quick and easy and there can be a more direct link to purchase than any other social media platform. This current generation of consumers also want to be included in the creative process and brand story, more so than any other buyers. They want to be able to try it, smell it and touch it before they make a purchase and Influencers, YouTubers and Bloggers can show this for you. There are so many endorsements and influencers out there from you-tubers like Zoe Sugg to Holly Willoughby in the UK on instagram.
Digital influencers are very relevant at the moment and they know what todays audience wants. Finding one to work with, demo your products and tell your brand story is a game changer in this industry. Building these relationships takes time but once the connection is there it’s very effective .
Key Points
- Ensure you post regularly on Instagram.
- Identify influencers that are relevant to your brand and who believe in your brand.
- Through live videos you can tell a brand story, demonstrate your product and offer honest and credible reviews as to how your products look and feel.
- Health, wellness and sustainability are all issues that beauty brands should take seriously, so promote your recyclable or reusable packaging.
- Look at the quality of your engagement with the consumer rather than focusing on numbers.
- Measure which influencer topics lift your brand the most.
- Once you’ve identified what works best for your brand you can build a stronger strategy every time.