Marketing Strategy Beauty Products – Learn how the growing demand for health is shaping the needs of luxury and affluent consumers. Find out what you need to do to successfully connect with your audience.
The global beauty and personal care industry was valued at $1.127 billion in 2018 and is expected to grow strongly in the coming years.
Marketing Strategy Beauty Products
While big legacy beauty brands have historically dominated the industry, digital-first brands are capturing the attention of today’s shoppers and gaining cult-favorite status among younger shoppers.
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Growth in the premium beauty segment is outpacing its mass counterpart, particularly as middle-income consumers purchase high-end cosmetics.
In the premium beauty space, skin care and color cosmetics are particularly profitable segments. Both categories saw growth of 7% and 9% in 2017.
– contributed to the growth of the beauty industry, a $4.2 trillion industry worldwide. Beauty products and experiences combine with the worlds of fitness and health to change the face of beauty.
The following report identifies emerging trends and growth drivers for the beauty industry. Find out what these changes mean for the future of luxury beauty. You’ll also see what the most successful luxury beauty brands are doing to transform consumer attitudes and technological innovation for long-term growth.
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Luxury beauty brands need a new approach to win the hearts and minds of today’s affluent consumer. Successful marketing campaigns incorporate these six key areas to attract healthy customers:
As consumers spend more time online searching for information about beauty regimens, social media plays an important role in the online beauty shopping journey. Digital communities help discover new products and brands among today’s consumers.
Growth in the beauty market is fueled by the desire for self-care and the influence of digital beauty influencers and social media platforms on beauty ideals. Today’s affluent consumers, especially Millennials and Gen Z shoppers, are influenced and valued by online public opinion.
Beauty blogs aren’t new, but beauty brands, makeup tutorials, and how-to videos have fueled the conversation with YouTube personalities attracting huge audiences.
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With its shopping features, Instagram is emerging as the social network of choice, bringing point of sale to affluent retailers.
Crowdsourcing is taking the beauty industry, especially Indian beauty brands, to new frontiers by redefining the way beauty products are conceptualized, manufactured and sold.
Innovative beauty competitors (like Glosser) use their online communities to solicit consumer input and feedback via social media.
By becoming co-creators with consumers, indie beauty brands develop an emotional connection and thereby increase early customer loyalty, favoring newer brands over legacy brands.
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Founded in 2015, Volition is a community-centric beauty brand with community service at the heart of its business model. People submit their ideas for new beauty products, and if implemented by a team of volunteers, they are released to the public and produced.
Combat urban pollution. Protecting your skin from blue light damage. Treat your face with toxin-free products. The quest for health and a healthy lifestyle is taking over the beauty industry. We will see an increase in crossovers and collaborations between beauty, fitness and health brands.
Gyms and boutique fitness studios have become fashion hotspots. It wasn’t long ago that taking photos at the gym was considered inappropriate, but now Instagram is flooded with workout selfies.
So it’s no surprise that sports beauty is gaining popularity—from lightweight, skin-protecting cosmetics to after-wear makeup removers.
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As the line between fitness and beauty continues to blur, collaborations between beauty and fitness brands have caught on. Many fitness studios partner with luxury beauty brands to offer amenities that fit an active lifestyle.
For example, luxury fitness chain Equinox has partnered with cult beauty brand Glossier to allow Equinox members to try Glossier products after their workout sessions.
For boutique fitness studios, in-studio beauty products are becoming just as important as workouts to offer a premium fitness experience. For example, Equinox offers Kiehl’s products in their closets.
Some fitness centers go even further, experimenting with on-demand beauty and health offerings, from cryotherapy to facials.
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The growing number of modern affluent consumers seeking clean, safe, and superior beauty is driving the natural beauty movement. The share of products with natural claims in the beauty industry increased by 50 percent between 2013 and 2017.
Evidence that some harmful ingredients in personal care products are linked to health problems is influencing more consumers to check their product ingredients by reading online beauty reviews. Natural beauty products are ingredient-free (no unwanted ingredients). Consider paraben-free, fragrance-free, and synthetic dyes.
The affluent generation is taking it one step further by favoring socially responsible beauty brands that are eco-friendly and align with their personal values.
In particular, the color cosmetics category (especially competing color cosmetics brands) is growing, attracting the selfie generation due to its visual nature.
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Beyond makeup artistry and aesthetics, pure color cosmetics can offer truly long-lasting bold colors and full-coverage foundations with mainstream makeup brands, but without the use of harsh chemicals.
It’s no longer enough for beauty brands to say natural. Today’s affluent consumers want transparency from beauty brands. To accommodate new-minded consumers, beauty brands are upping their game by eliminating ingredients and educating consumers more.
E-commerce beauty site and subscription service Birchbox has an ingredient-conscious shopping category that includes clean beauty products, such as parabens, phthalates, sulfates, and petrochemicals—the four ingredients that customers are most concerned about.
In response to the beauty industry’s pursuit of organic and health-oriented products, LVMH-owned Sephora launched a “Clean Sephora” category on sephora.com in June 2018 (marked with a special seal). Clean Sephora has clean beauty products that are sulfate SLS and SLES, parabens, mineral oils, and “free” health care products.
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As ingredient awareness grows among consumers, Sephora Clean offers more transparency and makes it easier to shop for clean beauty products. Sephora online stores guide and education sections, as well as clean skin care and health-themed product walls in the store.
As awareness grows about what we put into our bodies, so does the popularity of an internal approach to beauty (read:
Today’s affluent consumers are taking a more holistic approach to health, with everything from beauty care and beauty supplements to foods and collagen-boosting beauty powders promising inner health benefits like exfoliation and skin cleansing. and stronger hair.
Launched by Australian supermodel Elle Macpherson, WelleCo offers plant-based non-edible beauty products and nutritional supplements. The Australian health brand has an online quiz to help you find the right elixir for your health and beauty goals.
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Beauty and health brand Moon Juice offers adaptogenic (made from non-toxic herbs) beauty powders that target hair and skin.
From Net-a-Porter to Nordstrom and Sephora, luxury retailers are doubling down on beauty options. All of them have their own online site that makes health beauty products.
A growing number of beauty brands and retailers are harnessing the power of data and technology, including artificial intelligence (AI) and augmented reality (AR), algorithms, apps and scanners, to offer consumers a level of product personalization. skin types and personal needs. But while beauty retailers are ahead of the fast-moving consumer goods (FMCG) line in online shopping, it’s still early days for truly connected beauty.
L’Oréal’s Makeup Genius app uses augmented reality to allow customers to pre-purchase virtual cosmetics.
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Inspired by digitally native Millennials, the beauty industry is also embracing the Internet of Things. Shiseido has released an IoT skin care system that monitors mood, weather, environment and biological changes to tailor skin care regimens and moisturizers to suit your skin’s current condition.
Skincare company Proven uses machine learning algorithms to create products that share customers’ personal needs from a database of AI-distilled testimonials. After filling out a short survey on Proven’s website (answering questions like age, ethnicity, skin type and skin care), customers receive specific products they can buy.
The men’s beauty category is often cited as a high-growth beauty market segment as discerning male consumers increase their appetite for grooming and beauty product categories.
Chanel’s men’s makeup line Boy de Chanel debuted in South Korea in September 2018. The collection will debut on Chanel’s e-commerce platforms and in Chanel boutiques from January 2019.
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Now that the iconic heritage brand has entered the men’s makeup space, so has the rest of the industry. This is a step towards an inclusive beauty industry.
But the cosmetics industry is about more than men’s looks