La industria de belleza y cuidado personal está en constante crecimiento. Según Rosario Palma, coordinadora de la website Superguapas.esCurrently, the beauty sector has a turnover of around 445 billion dollars and is estimated to generate income of 800 billion by 2023.
However, we must recognize that brands face an increasingly responsible and demanding consumer. Users look for brands that represent their values, for example, respect for animals (cruelty-free cosmetics), the environment, gender diversity, among others. Within this context, we asked ourselves: How to create efficient content marketing in the beauty and personal care sector?
Next, we will review the success stories of four major beauty brands: Rimmel, Glossier, L'Oréal and Maybelline.
Campaigns and trends through digital media, Rimmel
Technology and the internet are fundamental pieces for the development of a strategy and Rimmel is very clear about it. The company celebrated diversity through a digital campaign that featured an online short film starring four beauty industry influencers, including blogger Lewys Ball.
The message was clear: dare to be yourself. “Unpredictable, authentic, dramatic… Trust demands respect.” – #LiveTheLondonLook. Many users identified with this message and, therefore, it was shared on various platforms.
These resources provide an excellent opportunity for the company to create cohesive branding and identity building while presenting its products and services. Social networks are used as geotagging tools and hashtags to maximize exposure.
Show informative and quality content, Glossier
Currently, just displaying products is no longer enough to meet consumer demands. Your audience wants to know exactly what is in the product, who else is using it, and how to use it to achieve efficient results.
Into the Gloss, Glossier's content hub, is a perfect example of curating high-quality content specifically for beauty aficionados who prefer Looks natural, as they convey the message to the audience that they are hearing what they wanted.
The company is focused on creating educational and informative content for interact deeply with your brand. Focusing on education and inspiration to develop content strategies allows customers to become familiar with the brand and drives more traffic to the products.
Attractive publications of L'Oréal
Companies must convey relevant and engaging stories that fit the medium in which the information will be shared. In the case of mobile, when consumers turn on their smartphones, creating short, easy-to-read stories helps build close relationships in that moment.
Another option is to use YouTube resources. L'Oréal launched an advertisement on this platform in which it showed the sprayer Root Cover Up to demonstrate the core value and effectiveness of the product in the first 6 seconds. The key is to attract customers' attention in a few seconds so that they later choose to view the full video and obtain more information about the product.
Customer Engagement, Maybelline
From the beginning, Maybelline realized the power of social media. Launching the Maybelline Pure Campaign, the company actively searched the most popular social media sites to run a “Pink Monday” photo contest on Facebook and Instagram, allowing people to take photos and share them with friends.
In Canada alone, Facebook videos and giveaways attracted an incredible 15,000 new fans and 10,000 contest registrations.
