We used to go to fashion and beauty magazines for our beauty tips. Now, though, women take out their phones to scour through Instagram and Twitter, liking and commenting on images and posts from their favorite beauty influencers.
Instead of listening to beauty editors and journalists report on the latest product in the industry, women are turning to vlogs and blogs to gain the most up-to-date information.
The digital age has changed the way beauty products become bestsellers, with more attention and money put towards inbound marketing versus standard reporting.
That being said, find out how current beauty products turn into bestsellers in the digital age.
Remember It’s Still a Product
Whether it’s a nail polish from pinkgellac.com or another beauty product, it still is a product. What marketers don’t want to do is not take the product as seriously as, suppose, a car engine.
Although beauty products normally are associated with lavishness, elegance, and fun, there still is a strategic, calculating element involved. So, companies need to employ a marketing mindset.
Like with any other product, companies need to study their target audience, observe their shopping habits, and, using these stats, determine what the best sales route is to move as much product as possible.
Study the Product’s Target Audience
Before the company decides on the marketing strategy, they need to study the target audience. This involves gathering data from multiple studies, surveying the target audience, and paying close attention to their shopping habits and how they consume media.
For instance, if the target audience was millennials (ages 18-35 years), the company should know that this age group uses their phone for not just communication and entertainment but information.
In fact, 65% of female millennials bought makeup from their Smartphone. (This is a large percentage, considering that 94% of female millennials normally wear makeup.)
Plus, 67% trust beauty recommendations from vloggers and influencers over a beauty salesperson.
Using these stats, the beauty company would know two things: One, content about the beauty product should easily be accessible from Smartphones. And two, leverage vloggers and influencers to get the word out about the beauty product.
In the digital age, the focus has shifted from the beauty editor and journalist to influencers—vloggers, bloggers, and social media sensations.
As the stat above mentioned, surprisingly, influencers carry as much weight as (or maybe even more than) beauty editors and journalists despite not holding a professional journalist title.
To show how powerful influencers are, blogger, Arielle Charnas included the Peter Thomas Roth Rose Stem Cell Bio-Repair Gel Mask on her Snapchat.
Within 24 hours of the post, 502 of the masks were sold, which, according to this LA Times article, equated to $17,565-worth of product.
So, bestselling beauty products utilize influencers to gain the target audience’s trust, as well as showing it’s a credible and popular product.
From hiring influencers, companies also may expand their target audience to include the audience who uses social media in addition to the target audience who follows said influencer.
Vlog About It
Relatively new visual mediums, like vlogging, are becoming more popular routes of consuming new information.
According to this article, 42% of Internet users reported they’ve watched a vlog as of last month.
Since beauty products are very visual, it would be wise for companies to focus more on visual marketing, vlogging included.
Vlogging not only allows the influencer a platform to rant and rave about the product but the viewer is able to fully see the beauty product.
If the beauty product is a blush, viewers can see the influencer apply it, and see how it looks with a full face of makeup.
In a way, vlogging gives viewers access to information a 2D image can’t—which is what the product looks like on without professional lighting, camera angles, and professional makeup. In other words, what they might look like with the product on, going through day-to-day life.
Use Social Media
Other than vlogging, social media is a necessary platform for companies to promote their beauty products.
According to Pew Research, 69% of the American public uses some form of social media. Again, since beauty products involve a majority of visual marketing, companies need to post as many images of the product as possible.
The posts should also be sent out throughout the day so viewers in all timezones can know about and view the product.
Hire a Professional Photographer
While it’s important that the target audience sees what the product looks like in a day-to-day setting, companies should hire a professional photographer to take images of the product.
Companies can then use these images for social media, blog posts, and traditional advertising in order to show that the product is professional and important.
The digital age has changed the way companies market best-selling products. From relying on beauty editors and journalists, we now look to influencers and inbound marketing techniques to consume information.
Can you see this difference? Make a comment!