Marketing Strategy For Beauty Products – Discover how rising wellness aspirations are profoundly transforming luxury and redefining the expectations of affluent consumers. See what you need to do to successfully connect with your audience.
The global beauty and personal care industry was valued at approximately $1.127 billion in 2018 and is expected to continue to grow strongly in the years to come.
Marketing Strategy For Beauty Products
If big old beauty brands rule the industry Digital brands are increasingly capturing the attention of the modern consumer, acquiring cult-like status among young shoppers.
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In particular, growth in the premium beauty segment is outpacing the larger market. As middle-income consumers buy more high-end cosmetics.
Inside the premium beauty area Skincare and color cosmetics are particularly highly profitable segments. Both of these categories posted 7% and 9% growth in 2017.
— An estimated $4.2 trillion industry worldwide — contributes to the growth of the beauty industry. Beauty products and experiences merge into the world of fitness and wellness. change the face of beauty
The following report identifies emerging trends and growth drivers for the beauty industry. You will learn what these changes mean for the future of luxury beauty. You’ll also see what the most successful luxury beauty brands are doing to leverage changing consumer attitudes and technological innovation to drive long-term growth.
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Luxury beauty brands need a new approach to win the hearts of the modern affluent consumer. A successful beauty marketing campaign leverages these six key trends to attract health-conscious customers:
As consumers spend more time researching beauty routines online, Social media plays an important role in the online beauty shopping journey. The digital community facilitates the discovery of new products and brands among today’s consumers.
The growth of the beauty market is partly driven by the desire to be selfie-ready and the influence of beauty digital influencers and social media platforms on beauty ideals. Wealthy consumers today Millennials and Gen Z shoppers in particular are influenced and valued by the opinions of online communities.
Beauty vlogging is nothing new. But beauty brands have quickly increased their engagement with YouTube personalities, drawing massive audiences with their makeup tutorials and how-to videos.
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Thanks to its shopping capabilities, Instagram has also become the social network of choice for wealthy beauty shoppers. by bringing the point of sale to the point of discovery
Crowdsourcing leading the beauty industry Specifically, independent beauty brands are reaching new frontiers by redefining how beauty products are conceptualized, produced and sold.
Beauty challengers (such as Glossier) use their online communities via social media to solicit information and feedback from consumers.
By encouraging consumers to become co-creators Independent beauty brands can foster emotional bonding. And thereby build customer loyalty in the early stages. gives the new brand an advantage over the old brand
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Founded in 2015, Volition is a community-focused beauty brand. with funding at the heart of the business model. People submitted their ideas for new beauty products, which the Volition team saw possible. Take it to the public vote and produce it.
Fighting pollution in the city Protect your skin from harmful blue light. Take care of your face with non-toxic products. The pursuit of good health and healthy living is changing attitudes towards the beauty industry. We expect to see increased synergies between beauty, fitness and wellness brands playing a role in these adjacent sectors.
Boutique gyms and fitness studios have become fashionable hangouts. It used to be inappropriate to take photos in the gym, but now Instagram is full of workout selfies.
In this context, it’s no surprise that sporty aesthetics are gaining in popularity. From lightweight and sweat-resistant cosmetics designed to be worn during exercise. to cleaning makeup after exercise
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As the line between fitness and beauty continues to blur. Collaborations between beauty and fitness brands are becoming more and more popular. Many fitness studios partner with luxury beauty brands to offer facilities that fit active lifestyles.
For example, luxury fitness chain Equinox partnered with iconic beauty brand Glossier in early 2018 to allow Equinox members to try Glossier products after class.
For boutique fitness studio The beauty products in the studio are just as important as the products. with exercise to provide the ultimate fitness experience. Equinox, for example, offers Kiehl’s products in cabinets.
Some fitness centers go even further with trials of bespoke beauty and wellness services. From cold therapy to facials
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An ever-increasing number of wealthy consumers in the new era The quest for cleaner, safer, better beauty is driving the natural beauty trend. The participation of natural-claimed products in the beauty industry increased by 50 percent between 2013 and 2017.
Growing Evidence That Harmful Ingredients in Personal Care Products Are Linked to Various Health Problems It is driving more and more shoppers to verify the ingredients used in their products by reading natural beauty reviews online. And natural beauty means nothing. (the absence of unwanted ingredients) in more and more products. think paraben free fragrance free and free from synthetic colors
Wealthy new generations are taking the next step. They favor beauty brands that are environmentally and socially responsible to align with their personal values.
It especially appeals to the selfie generation because of its looks. color type cosmetics (especially competing brands for color cosmetics) is growing exponentially.
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Pure color cosmetics can truly compete with mainstream makeup brands. It offers intense, long-lasting color and full coverage. But without nasty chemicals.
Beauty brands claim natural isn’t enough anymore. Today’s affluent consumers demand transparency from beauty brands. to adapt to a new group of consumers who focus on health Beauty brands are upping their game by making it more understandable to ingredients and educating consumers.
For example, e-commerce site and subscription service Birchbok has an “Ingredient Conscious” category of stores that offer clean beauty products that are free of parabens, phthalates, sulfates and petrochemicals, the four ingredients that customers are most concerned about.
LVMH’s Sephora capitalizes on the beauty industry’s trend toward organic and wellness products. It launched the “Clean at Sephora” category on sephora.com in June 2018 (distinctly branded), and Clean at Sephora is a clean edit of beauty products “free of” ingredients such as sulfates, SLS and SLES, parabens. Mineral oil and other health products
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As consumer awareness of ingredients increases, Clean at Sephora has become more transparent and made it easy to shop for clean beauty products. Sephora also has an online shopping guide and education section. as well as a dedicated wall of skin care and health products in the store.
As awareness increases about what we put in our bodies So is the popularity of approaching beauty from the inside out (read:
As today’s affluent consumers increasingly take holistic approaches to remedies. They are increasingly facing the problem of inner beauty. From beauty products to superfoods and from within beauty collagen powders that deliver health benefits from within. while providing beauty benefits such as weight loss, clearer skin. and I’m stronger
Launched by Australian model Elle Macpherson, VelleCo offers premium plant-based food, cosmetics and nutritional supplements. The Australian wellness brand offers an online quiz to help you find the elixir that meets your health and wellness goals.
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Beauty and health brand Moon Juice offers a modified beauty powder. (Made from non-toxic herbs) that focus on hair and skin.
From Net-a-Porter to Nordstrom and Sephora, luxury retailers are doubling down on their beauty consumption. They all have dedicated online areas where these inner beauty health products are stocked.
Consequently, an increasing number of beauty brands and retailers are harnessing the power of data and technologies such as artificial intelligence (AI) and augmented reality (AR), algorithms, apps and scanners to keep consumers personalized. Products are tailored like never before to individuals’ skin types and individual needs. But while beauty shoppers tend to be ahead of the fast-moving consumer goods (FMCG) marketplace in online shopping, they’re not the only ones. We are still in the early stages of developing truly connected beauty.
L’Oréal’s Makeup Genius app uses augmented reality to allow customers to try on virtual makeup before making a purchase.
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Taking inspiration from digital-born millennials, the beauty industry is also embracing the Internet of Things. Shiseido has launched an IoT skin care system that tracks mood, weather, environment and lifestyle changes. biological to get specific serums and moisturizers that match the current skin condition
Skincare company Proven uses machine learning algorithms to create customized products that match group insights from an AI-refined database of testimonials to what each customer shares about their beauty. their personal needs After completing a short questionnaire On Proven’s website (answering questions about age, ethnicity, skin type and skin care priorities), customers are provided customized products to purchase.
The men’s beauty category is often cited as a high growth segment of the beauty market. As image-conscious male consumers show growing enthusiasm for the grooming and grooming categories,
Chanel launched its Boi de Chanel men’s cosmetics line in September 2018 in South Korea. The collection will make its global debut in November 2018 on Chanel’s e-commerce platform and will debut in Chanel’s boutiques from January. 2019
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Now that the iconic brand has entered the men’s makeup space, the rest of the industry is likely to follow suit. and a step towards a more inclusive beauty industry
But in addition to grooming men cosmetic industry