The personal care industry has shown to be a leader in retail innovation. This innovation stems from a scientific standpoint in terms of product development and from a digital marketing standpoint, where businesses have successfully deployed client acquisition and retention methods.
We’ve compiled a list of the top five digital marketing trends in personal care products that currently shake retailers.
1. Selective Social Media Content
It’s no longer a question of having fantastic, engaging material on your social media accounts. According to a European study, in addition to price and promotions, consumers seek the following:
- convenience
- to make regular purchases on the internet
- makeover and personal care inspiration
Social networking platforms are a great source of inspiration. Personal care brands should take advantage of their existing customer base to create curated content for their channels by allowing followers to provide photos of how they use their products. They can also produce content answering frequently asked questions like hair loss reasons, best acne treatments, and more.
Personal care companies could use these social media platforms to persuade people to visit their establishments. In the personal care market, “phygital” – the marriage of physical and digital – can be applied. You might, for example, ask customers to use their phones in-store to scan barcodes for product descriptions and show how other customers used your products via Instagram using a specific hashtag.
2. Video Provides a Unique Opportunity
Although video smashed the radio star in the early days of music videos, it can save the personal care sector. According to a recent survey, cosmetic tutorials accounted for 68.5% of all top 200 beauty videos views. This means that makeup tutorials explaining how to apply products correctly comprised over half of all beauty videos. This is only one example of a video’s ability to invoke a response from customers.
Content marketers have paid more attention to videos since learning about their impact on retail sales. Unfortunately, unlike other industries, personal care companies frequently have restricted finances when creating films as part of their digital marketing plan. Thankfully, with the rise in popularity of tutorial-style videos, as previously said, they now have an excellent opportunity to enter into the game.
You don’t have to spend thousands of dollars on a product commercial ad as a marketer. Instead, you can simply use tutorials to showcase your items. Using video content in motion on social networking sites is another low-cost video marketing option. Olapic claims these videos are up to 70% cheaper than typical product videos. As a result, they receive twice the engagement of a static image, making videos a win-win situation for personal care brand marketers. Clinique replaced standard display commercials with product-centric six-second videos and experienced a 70% increase in ad recall and a 26% rise in product awareness.
3. Collaborations in Virtual Reality, Augmented Reality, and Technology
In late 2019, the world’s leading augmented reality (AR) business Perfect Corporation teamed with the Alibaba Group to incorporate its virtual try-on tech into its online shopping experiences. In less than half a year, Alibaba’s conversion rate quadrupled.
New technology in the personal care business has advanced quickly since then, incorporating artificial intelligence (AI), AR, and virtual reality (VR) into familiar names.
Due to the recent pandemic and the influence on the market, L’Oreal recently declared that it had formed a global mission for the beauty brand’s evolution into a “beauty tech” company.
And they’re not the only ones. Nutox teamed up with a Malaysian AR company to develop a ‘skin diagnosis tool’ that uses computer vision and deep learning to provide consumers with a highly personalized experience while buying skincare products – something that is tough to purchase without an in-store sample try-out. Through the technology, you may examine your skin and discover major skin issues using only your smartphone.
Nutox discovered that by deploying the AR tool, they could engage with their customers, add value to their brand, and drive continuous conversion and sales, with customers visibly altered — voting the firm more than simply a personal care brand.
The popularity of interactive experiences has also become more dominant among social media platforms. Leading networking sites like YouTube and Instagram also use technology in banner ads that let users click and virtually try on personal care products without leaving the app.
4. Digital Communities
Consumers’ expectations of manufacturers and how brands should represent the world they live in are reflected in today’s most popular personal care product trends. Personal care companies must modify the way they produce and advertise their products to remain relevant.
Personal care companies must build places where they may learn from customers while also providing product education. They require mutually beneficial spaces in which consumers can express themselves, be heard, learn, and feel supported. They also need avenues in which brands can express themselves, engage with consumers on a personal level, and absorb on-the-ground inspiration and insight to help them develop relevant products and campaigns.
A digital community is a means to increase brand advocacy and engagement by allowing customers to interact with one another and even contribute content or product development. Conversations between fans can be broadcast on social media platforms like Instagram, Facebook, or YouTube for a wider audience and are also less expensive than traditional advertising approaches. A digital community will aid in the development of brand advocacy, which will result in increased sales.
5. Collaboration with Influencers
The personal care industry has experienced a remarkable expansion in recent years. This increase is partly due to a surge in social media influencers on Facebook, Instagram, YouTube, and TikTok.
Brands are expected to spend up to $15 million on influencer programs by 2022, and with good reason. In the personal care industry, influencers have leveraged the power of social media marketing to the benefit of their associated brands.
Many social media influencers in the personal care industry spend years building a following. Their fans go to them for advice on beauty products and personal care routines. Influencer marketing involves brands working with social media personalities that promote their products through a variety of content.
Conclusion
Simply owning a personal care brand with outstanding products isn’t enough in the highly competitive beauty and cosmetics business. You’ll have to put in a lot of effort to share your unique narrative and make sure the proper people hear it. Let the magic begin by implementing some of the tactics listed above.
