The world of beauty marketing is constantly changing; with the rise of platforms like TikTok and the growth of e-commerce, you can’t afford to keep relying on the same marketing strategies. Read on to find out the beauty marketing trends we expect to transform and disrupt the industry throughout 2021. And of course, into the future.
Thanks to a locked-down 2020, experiential marketing is on the rise; from being able to ‘try on’ products digitally to taking part in virtual beauty appointments, your customers want to have a memorable experience when buying from your brand, both online and in-store. Brands such as Sephora are taking advantage of this, offering customers the chance to try on different shades of products before they purchase; this has been shown to increase customer engagement, browsing time and conversions.
With the customer experience acting as a key brand differentiator, experiential marketing can enhance customer loyalty and increase customer acquisition. Plus, as almost three-quarters of customers state they are more likely to purchase products due to a marketing experience with a brand, it can make a real difference to your marketing efforts’ success.
With the growth of new social media channels, there has been a growth in video marketing; as many social media channels are moving towards promoting videos rather than still images, fashion brands need to take note. Whether it’s short and snappy clips showing different outfit combinations, or longer videos showing how you manufacture your garments, customers want to know all about your brand and its products.
According to HubSpot, 50% of consumers now want to see videos from brands over any other form of content; plus, with 90% of consumers saying that videos help them make purchase decisions, can you afford not to use videos in your marketing strategy?
Inclusive Beauty Marketing
In recent years, the prioritisation of diversity in the beauty market has only become more vital to brands’ success. Whether it is showing new launches on a range of different skin tones or catering more to the individual needs of varying skin types, brands need to expand their marketing scope to appeal to today’s consumers. To be perceived by customers as inclusive, inclusivity needs to be integral to the brand’s image through branded content and communication and influencer collaborations.
Brands that genuinely incorporate inclusivity in their brand image through their marketing, such as Fenty Beauty and Illamasqua, have shown that inclusive marketing can improve performance and create brands that customers are incredibly loyal to. So, we think this is a trend we will see more of in 2021.
Due to the constantly changing nature of the beauty industry, beauty marketing trends never stand still either. Keeping up with the latest trends and changes in consumer shopping habits will transform your relationship with consumers and support your brand’s growth. If you want to discover more of the marketing and shopping trends that we expect to disrupt the industry into the future, you can read more on our blog.
If you’re ready to take your beauty brands marketing to the next level, get in touch with Conversion Digital. Our knowledgeable team can build a comprehensive strategy fusing affiliate and influencer marketing to drive incremental revenue and build brand awareness.