Beauty Brands in the Digital Age
In the digital age, marketing technology is rarely discussed in the same sentence as beauty brands. But that doesn’t mean that beauty companies, young and old, shouldn’t think about applying new technology trends to their marketing experiences.
If you’re a business with an independent beauty scene, you need to think about the strategies available to help you succeed.
And while it might seem like a daunting task, with these easy-to-follow tips, you don’t have to miss out on fun things like choosing between Punchy Olive and Olive Punch for your next breakthrough lipstick.
Is your brand beautiful inside and out?Make sure everyone knows with these tips!
Consider influencer marketing and user-generated content
In the world of beauty, user-generated content is an important aspect of viral marketing. Lime Crime Makeup, an independent unicorn and mermaid brand, does a great job showcasing user-created designs shared on their Instagram hashtag. At the bottom of each product page, they have a section dedicated to “how to wear it”.
This strategy provides a good experience for buyers who want to see how the product performs and for users who are keen to share their Lime Crime photos.
If you’re new to business and new to the social world, consider influencer marketing to show your beauty brands some love.
A quick examination of hashtags can give you a clue as to where influencers are headed in the community if you don’t already know who they are. Then contact them and ask if they are willing to work with you.
Affiliate programs often include some form of compensation, often in the form of freebies or product discounts. But it can also be an exchange of money for a promotion.
Create a Virtual Experience
Part of the magic of sharing UGC is helping you create a virtual experience for the buyer. Providing ways to interact with products from specific cosmetic brands is one way to create a memorable experience for customers.
Take Urban Decay, who developed the app that comes with the Vice lipsticks a few years ago. The app allows users to upload a photo and try all 100 shades of Vice lipstick before they buy. Sephora offers a similar experience with its Virtual Artist Studio.
Another idea is to create a quiz that people will enjoy. There are many ways that beauty brands can tailor questions to the specific needs of their audience. Take Reflect personalized skincare, for example. The brand stays true to its promise of a personalized experience by offering a quiz to determine which products are right for your skin type.
And if all else fails, remember to consider the many opportunities for social interaction in your target market.