Brand Engagement Strategies in Personal Care - Grail Insights
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Brand Engagement Strategies in Personal Care
Across categories, consumers respond to
helpful and personalized brand
What’s in this
experiences that improve their lives. As a
category, Personal Care gets this right. eBook?
Granted, it’s a product category that lends How personal care brands are winning
itself to customer trial and is grounded in customers by delivering experiences
self-improvement. But recently a number that boost confidence.
of Personal Care brands are using new
technologies that encourage trial and What new technologies brands are
experimentation, which empower using to bridge the gap between trial
consumers to make their own choices.
and purchase, both online and in-store.
There’s a lot that other categories can
Why in-store and retail experiences
learn from confidence-boosting brand
engagements. should help customers be their best.
Beauty and
Personal Care (BPC)
brands are focusing on
enhancing consumer
experience and engagement
to win consumer confidence
and drive sales.
Experience will overtake
price and product
After having a positive experience with a
Increases the
company, 77% of customers would
Intrinsic Value of recommend it to a friend
the Product
When it comes to making a purchase, 64%
Drives of people find customer experience more
Sales important than price
Companies with best-in-class customer
Boost experience management achieve year-over-
year customer profit margin improvement
Growth 527% higher than their peers, and 359%
greater company revenue growth
Brand Engagement Strategies in Personal Care | PAGE 1
By leveraging augmented reality
and concentrating on consumers’
personalized needs, brands
are enhancing the
customer experience
in-store and online.
Allowing shoppers to virtually try products before purchase via
AR and Artificial Intelligence (AI) technology
72%
of shoppers said
they want the in-store beauty experience to
be a mixture of physical and digital
elements, to make it feel more “real” and
“believable.” The use of AR technology
solves issues of testers not always being
available, alleviates hygiene concerns and AUGMENTED
prevents shoppers’ lips from becoming REALITY (AR)
stained
(A survey of shoppers by Coty, 2018)
Selling tailor-made products according to
customer skin and hair needs
We foresee customized products and
experiences growing rapidly to about 15%
of total sales over the coming years as we
launch some innovative ingredients and
PERSONALIZED/ consumer experiences. This percentage
TAILOR MADE doesn’t sound much but we have grown
PRODUCTS 300% annually for the last two years and
growth will remain in triple digits for the
next three years
(Founder of Beauty Kitchen, 2018)
Brand Engagement Strategies in Personal Care | PAGE 2
New apps and
devices are helping
customers make
informed decisions about
what works for them.
Hair health analysis and SCHWARZKOPF’S
customized shampoo by HAIR ANALYZER &
the SalonLab Analyzer CUSTOMIZER
system from Schwarzkopf
SHISEIDO’S
MATCHCO SKIN
TONER ANALYSER
THE NEUTROGENA
SKINSCANNER
Create customized
foundation with pictures
taken on the MatchCo
mobile app Product suggestions based on
zoomed-in images captured by a
lens tool (12 LED lights and a 30x
magnification lens)
Brand Engagement Strategies in Personal Care | PAGE 3
Consumers are getting personalized
consultations from brands,
in the form of AI and AR
experiences.
P&G ORAL B AI based personalized dental
GENIUS X care coaching. Real time
feedback guidance to better
brushing and oral health
NEUTROGENA
MASKID – 3D
PRINTED FACEMASK
PHILIPS AR
GROOMING
Personalized 3D printed face
mask created by the users
from a smartphone selfie.
Virtually try styles with the AR and Neutrogena Skin 360 system
facial mapping. AI-enabled facial analyses the skin needs and
analysis provides personalised recommends ingredients
style advice (launching soon)
Brand Engagement Strategies in Personal Care | PAGE 4
L’Oréal Case Study
Here’s how a leader in the BPC
space is winning customers by
delivering personalized experiences. In March 2018, L’Oréal acquired
ModiFace, an AR beauty company
Expected to bring additional AR and
AI tools to its 34 international brands
Sales in first nine E-commerce sales
months of 2018 growth in 2018
Try-On
Online website that allows shoppers to try different
L’Oréal make-up products virtually
Smart Mirror for
In-Store Interaction
L’Oréal in-store mirror allows shoppers to try
make-up looks virtually in-store
Virtual Try-on Looks
Platform through which shoppers can
virtually see the look of various beauty
products and dyes on their hair through
a 3D artificial intelligence based
technology
Brand Engagement Strategies in Personal Care | PAGE 5
PERSONALIZED SKINCARE
EXPERIENCE
L’Oréal Technology incubator
partnered with SkinCeuticals to provide
a personalized skincare product –
Custom D.O.S.E
In person one-to-one consultation with a professional who
advises shoppers on the ingredients to suit their skins
After the assessment by the professional, all the collected
data is transferred to a D.O.S.E machine that mixes and
dispenses the serum ready for use
Platform through which shoppers can virtually
see the look of various beauty products and
dyes on their hair through a 3D artificial
intelligence based technology
“At L’Oréal, we are poised to leverage technology to respond to the rising wave of
consumer demand for personalized products and services, D.O.S.E acts like a mini
skincare laboratory, combining lab grade formulation and factory grade
manufacturing into a machine that sits on the counter. As we pursue our mission
of beauty for all, we are inspired by the challenge of using technology and design
to create innovative beauty experiences custom made for each consumer.”
– Guive Balooch, Global Vice President of L’Oréal’s Technology Incubator
Brand Engagement Strategies in Personal Care | PAGE 6
PERSONALIZED HAIR COLOR
EXPERIENCE
a new brand by L’Oréal, has…
In person one-to-one consultation with a
professional who advises shoppers on
the ingredients to suit their skins
Platform through which shoppers can virtually see the
look of various beauty products and dyes on their hair
through a 3D artificial intelligence based technology
In the UK, 23% of young female consumers are interested in digitally viewing
their desired hairstyle/colour before a purchase
- Mintel
Brand Engagement Strategies in Personal Care | PAGE 7
In 2018, L’Oréal grew by
7.1%
Ecommerce accounted for 11%
of the total sales
Driven by the success of its La Roche-Posay and
SkinCeuticals brands, the Active Cosmetics Division grew by
9.2%
L’Oréal attributed its success to
innovation and digital prowess
"Digital is at the center of everything we do at L'Oréal. It's not something which is
'nice to have' but something that is going to profoundly change the way we do
business"
Lubomira Rochet,
L'Oréal Chief Digital Officer
Brand Engagement Strategies in Personal Care | PAGE 8Need help delivering a needs-based brand
experience for your customers?
Contact us at
hello@grailinsights.com
Sources: Retail Touch Points, 2018 | In-cosmetics , 2018 | Engadget , 2018 | Fortune , 2017 | The Verge , 2018 |
Fashion Network , 2019 | Beauty Packaging , 2018 | Cosmetics Design-Europe , 2018 | Mobile Marketer , 2018 |
The Current Daily , 2018 | Stephenson , 2018 | Allure , 2019 | Forbes , 2019You can also read
