[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Beauty is a sector that has always reinvented itself. <\/b>Even during the pandemic, when we were all stuck at home or forced to wear masks, brands redoubled their creativity to adapt their beauty routines and products. <\/span><\/p>\n But beauty is also<\/span> an ultra-competitive sector<\/b>. Les nouveaux arrivants ont du mal \u00e0 se faire de la place. De nombreuses marques ont \u00e9merg\u00e9 sur le cr\u00e9neau de la beaut\u00e9 naturelle et des produits bio. Mais l’offre est de plus en plus satur\u00e9e et les consommateurs submerg\u00e9s sous les publicit\u00e9s. <\/span><\/p>\n To stand out from the crowd,<\/span> beauty marketing needs to be innovative and original<\/b>. By getting closer to their community of customers and relying on more authentic and playful campaigns, companies have the opportunity to reinvent themselves and win over new consumers.<\/span><\/p>\n Here are<\/span> 3 innovative marketing levers<\/b> to explore to boost visibility and conversion.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.23.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The beauty sector is fiercely competitive. Brands have to compete creatively to stand out from the crowd. One of the first levers they can use to stand out in beauty marketing is the community. <\/span>Building a community of committed and loyal customers<\/b> is one of the best barriers to entry that companies can create.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n This co-creation process can be duplicated by<\/span> sharing <\/b>surveys<\/span><\/span><\/b><\/a> on social networks<\/b> to its audience. This will enable brands to better understand their customers’ expectations and consumer trends. <\/span><\/p>\n Another interesting mechanism:<\/span> the swiper<\/span><\/span><\/span><\/a>. Popularis\u00e9 par des applications de dating comme Tinder, le principe consiste \u00e0 swiper vers la gauche ou la droite pour choisir le look de make-up que l’on pr\u00e9f\u00e8re. C’est un bon moyen pour les marques de <\/span>identify the desires of its audience. <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”486.9px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Offering interactive advertising experiences as part of marketing campaigns also means : <\/span><\/p>\n Many start-ups in the beauty sector have banked on the community as their main marketing lever. One example is the brand <\/span>Respire<\/span><\/span><\/a>.<\/span> She has managed to<\/span> build up a core group of fans<\/b> during its crowdfunding campaign. Its customers were its first investors and now act as powerful ambassadors for the brand and its products. <\/span><\/p>\n Another inspiring use case is that of<\/span> Nide.co<\/span><\/span><\/a>. The beauty brand<\/span> co-creates all its products with its community of customers.<\/b> It is they who suggest new ideas, based on the needs they encounter (and which are not yet being met by other brands). Each idea is then put to the community for a vote. In this way, the brand ensures that it has a solid demand for each new product before it even begins to be produced. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/Exemple-marketing-beaute.webp” alt=”Example-marketing-beauty” title_text=”Example-marketing-beauty” url=”https:\/\/www.adictiz.com\/en\/project\/swiper\/” url_new_window=”on” align=”center” _builder_version=”4.23.4″ _module_preset=”default” width=”80%” custom_margin=”47px||40px||false|false” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.23.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The trend in the beauty world is towards personalisation and inclusivity. To compete with the big beauty brands like Sephora and L’Or\u00e9al, newcomers are <\/span>increasingly focusing on specific niches.<\/b> In this way, they address market segments that are often ignored by the market leaders. It’s an opportunity to win over ultra-committed customers who have long felt shunned by the more established brands. <\/span><\/p>\n It’s a strategy that singer Rihanna’s brand has applied.<\/span> Fenty Beauty<\/span><\/span><\/a> made a name for itself right from the start with its <\/span>ultra-varied foundation palette<\/b>. The brand aimed to appeal to women of all complexions, from the fairest to the darkest.<\/span> <\/p>\n Another beauty brand that has managed<\/span> to stand out thanks to this marketing idea of beauty<\/b> is<\/span> M\u00caME cosmetics<\/span><\/span><\/a>. L’entreprise a en effet d\u00e9cid\u00e9 de s’adresser sp\u00e9cifiquement aux femmes souffrant du cancer du sein. Elle leur propose des produits naturels et qui r\u00e9pondent \u00e0 leurs besoins dans cette p\u00e9riode d\u00e9licate de leur vie. <\/span><\/p>\n Customisation is another way of addressing very niche needs while continuing to offer a wider range of products. <\/span><\/p>\n Many of the major generalist brands offer their new customers the chance<\/span> to take<\/b> a quiz<\/span><\/span><\/b><\/a>. Il peut prendre par exemple la forme d’un <\/span>gift finder<\/span><\/a><\/span><\/span>. Il permet de trouver le cadeau id\u00e9al en collectant des pr\u00e9f\u00e9rences. Ce dernier fait office de diagnostic pour cibler leur type de peau ou de cheveu. La marque peut ensuite proposer des produits qui r\u00e9pondent mieux aux besoins de chaque client. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Gamification is a particularly important lever here for<\/span> collecting data<\/span><\/span><\/span><\/a> in a fun and intuitive way. Users are invited to <\/span> share personal data via a game or interactive format.<\/b> They are all the more encouraged to share reliable and accurate information as they will be the first to benefit from it. In exchange for their answers, they will receive highly relevant recommendations. Customers can also benefit from vouchers to use on a personalised selection of products. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.23.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The way we discover and buy beauty products has changed dramatically. Nowadays, we no longer follow the advice of the muses but <\/span>influencers that look like us.<\/b> In the same way, we don’t necessarily buy our make-up in shops, but directly online. <\/span><\/p>\n Brands that want to stand out from the crowd in beauty marketing will need<\/span> to succeed in creating an omnichannel experience (both digital and physical)<\/b>. They will be able to engage their prospects online thanks to interactive <\/span>playable marketing<\/span><\/span><\/span><\/a>.<\/span><\/p>\n For example, Showroompriv\u00e9 has set up a Click & Win<\/span><\/span><\/span><\/a> with a wide choice of prizes to highlight the new La Roche Posay serums. The activation attracted over 69,000 subscribers to this 100% winning activation, giving the product great visibility. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/marketing-de-la-beaute-exemple-jpg.webp” alt=”beauty marketing-example” title_text=”beauty marketing-example” align=”center” _builder_version=”4.23.4″ _module_preset=”default” width=”90%” custom_margin=”44px||45px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n For customers who prefer to try out a product before buying it, <\/span>a drive to store strategy<\/b> will enable online marketing to be stepped up. Beauty brands will be able to capitalise on in-store events (with influencers, for example) to generate traffic to their physical points of sale. <\/span>On-site competitions<\/span><\/span><\/span><\/a>, via<\/span> an interactive terminal<\/span><\/span><\/span><\/a> or using<\/span> Scan&Play<\/span><\/span><\/span><\/a>, will make the retail experience more fun for consumers.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
Marketing idea no. 1: Leveraging the community in the beauty sector<\/strong><\/h2>\n
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Co-creating in beauty through gamification<\/strong><\/h3>\n
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Interactive experiences to stand out from the crowd<\/strong><\/h3>\n
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Marketing idea no. 2: Prioritise personalisation and inclusiveness<\/strong><\/h2>\n
Gamification to collect customer data<\/strong><\/h3>\n
Marketing idea no. 3: Implement a coherent omnichannel marketing strategy <\/strong><\/h2>\n