Why Beauty Brands Are Successful Online | Social Buzz Pros
Beauty brands have some of the most success online: people love beauty “how-tos,” tips, tricks, and make-up tutorials. There are numerous YouTube and Instagram videos that have thousands of views and followers. It is one of the easiest ways to inform your audience about your new products and how to use them. Some of the best beauty bloggers have even become the designated spokesperson for a product line. For example, Michelle Phan was featured in Lancome's official video in 2010 and after that she worked with L’Oreal to launch her own product line.
We’ve got the 4-1-1 on how beauty brands have so much success online in addition to some advice on how to market your products.
Build Integrated Marketing Strategy
The beauty industry is sophisticated. Brands like Estee Lauder, Elizabeth Arden, and L’Oreal group are leaders who have had years of experience developing a high-quality integrated marketing strategy. An integrated marketing strategy seamlessly combines a brand’s online and offline products and customer experience into one coherent brand message.
Followers can get the latest news of their favorite brands across various social media sites, through email newsletters, blogs, and more. Large brands like these also have invested in real-time marketing coordinators who respond quickly to their customer comments, needs, and wants.
Know Their Customers
For beauty brands, like any brand, the key to success is knowing their customers. People’s needs for beauty products and makeup vary. Therefore, beauty brands have to be targeting and personalized.
For example, La Mer, the high-end beauty brand, is famous for its miracle cream that cured the burned skin of the founder, Dr. Max. The brand targets women over the age of 45 who have had skin problems. La Mer has consistently marketing towards this demographic and garnered follows from celebrities. Additionally, since the brand understands its customers, they have been able successfully sell their product despite the high price point. Gaining loyal customers is one of the best ways to ensure that your brand stays relevant.
The reason beauty brands have been so successful online is because they continue to invest in their integrated marketing campaigns. Regardless of if you are a startup or industry leader, social media is now your most important aspect of any marketing campaign. If you decrease or stop your online efforts, your competitors will take control of the market quickly. Be sure to post regularly online with high-quality, engaging content for the most effectiveness.
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