ECOMMERCE TRENDS FOR BEAUTY BRANDS 2019 - Bolt Digital
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
2019 ECOMMERCE TRENDS FOR BEAUTY BRANDS
THE BIG
OPPORTUNITY
Beauty brands have found
themselves in a unique position in the
last decade. The dominance of huge
brands with global television
advertising budgets, armies of
models and celebrities is being
disrupted by niche and independent
beauty brands borne on and grown
via social media featuring real people
and influencers.
With 69% of UK beauty buyers saying
they are active on Facebook, and
80% of Instagram users following a
business of some kind, social
platforms are without doubt key to
marketing and increasingly in 2019,
the big brands are joining in too.
The new media landscape also fits
with wider societal evolutions in the
traditional definition of beauty as
increasingly we champion
individuality and empowerment and
see beauty in the non-conventional.
04
BOLT DIGITAL PAGE 1
BORN ON SOCIAL
Is it any surprise then that 2018 saw niche beauty and
independent beauty become the fastest growing sector
of the beauty market largely due to social media in
which smaller brands build each other up and support
one another and messaging being authentic, real and
accessible. Examples of born-on-social beauty brands
that the big players are now looking at and wondering
how they did it are….
BOLT DIGITAL PAGE 2
CONTENTS:
So what will the 2019 Trends
In Ecommerce Success For
Beauty Brands be? How can
beauty brands - from start
ups through to global
corporations - stand out and
scale their direct to consumer
revenues?
This report covers 2019:
Creative trends
Consumer trends
Engagement trends
BOLT DIGITAL PAGE 3
2019 CREATIVE TRENDS
CREATIVE TRENDS In a recent report, Facebook shared the key drivers that result in people engaging with content, whether that's organic content or advert creatives in the social landscape. We’ve married this research with what we know works building direct to consumer campaigns for ecommerce beauty brands to share with you the creative and ad trends that are working in 2019. BOLT DIGITAL PAGE 5
TREND #1:
DISCOVERY & ESCAPISM
We all know that people watch
TV to be entertained, to escape, QUICK TREND HACKS:
and to discover something new,
1. Create ad content that
and the exact same thing rings appears to be news content
true in the social landscape.
We've all done it. You're browsing This ad by Absolute
Collagen mimics styles used
your feed, you see something,
by popular news outlets, so
sort of you're like, "Ooh, what's it appears like news content
that?" and the next thing you instead of a promotion.
know, you've kind of gone into a
2. Create ad content that
vortex of consuming content. disrupts thinking
Whatever it is, it's about taking This narrative in this satirical
you away from the world you're in creative by No Bullshit
Beauty is the opposite of
and pulling you into that zone
everything we have come to
where you're completely think of what a beauty ad
consumed by content. should be.
1 2
TREND #2:
AESTHETICALLY ATTRACTIVE
We all love to be in lovely
places and to look at things 1
that look nice, whether that's
beautiful people or beautiful
clothes. So an aesthetic
element to content drives
engagement and nowhere is
this more important than for
beauty brands - where the
product is designed to make
people look good.
QUICK TREND HACKS:
2
1. Sparkle like Charlotte
Tilbury
All of Charlotte Tilbury’s
creatives almost glisten and
glitter from the feed.
2. Stay stylish like Glossier
This GIF by the cult favourite
uses pics that fit seamlessly
into their carefully curated
Instagram feed.
BOLT DIGITAL PAGE 7
TREND #3:
REAL PEOPLE, REAL RESULTS
The ad format we
affectionately refer to as the
1 ‘testimonial mash-up’, this
typically features an array of
real customers and
influencers demonstrating
products whilst also
showcasing product
benefits. It can also include
before & afters, text
reviews, and screenshots of
social media comments.
QUICK TREND HACKS:
1. Always subtitle videos
2
Subtitles are so important
because most users watch
without sound.
2. Use REAL people, not
models
You want potential customers
to feel included, so real
people is key. Ask customers
to send in video reviews or
scour social media for what
actual consumers are saying.
BOLT DIGITAL PAGE 8
TREND #4:
BE HUMAN, NOT A BRAND
If your business has a figurehead
or a story, or real people you can QUICK TREND HACKS:
show, then use them. You've got a 1. Go behind-the-scenes
brand, great. But what's the
human story behind it? Who is This advert by Absolute
Collagen shares a day in the
responsible for the brand or for life of the brand owner.
the customer? Put that first.
2. Embrace the one-on-one
In some of our e-commerce
brands, we actually don't show We love how simple this
Trinny London ad is. It's just
their product. You just show the owner Trinny Woodall, filmed
founder's story and it still sells on her mobile, going through
the product. People want to her daily makeup routine,
connect with humans, not Instagram live style. You
don't need big budget
faceless brands, so it's all about production to showcase your
putting a figurehead into products.
creatives.
1 22019 CONSUMER TRENDS
HIGH-VELOCITY CONSUMERS The retail world moves fast but the speed is not driven by technology, but by the consumer. A new breed of consumer has been identified and that is the ‘high velocity consumer’ who is online ‘almost constantly’, challenging current retail models, more demanding with new values and wanting instant check out and delivery. This is a consumer who is time-poor and looking to save time through mobile-led, frictionless retail strategies, but at the same time, seeking a more human connection. In many markets, people now spend more time in front of screens than sleeping or in face-to-face conversations. So make sure your relationship with your customers can be successfully delivered and nurtured via a screen. BOLT DIGITAL PAGE 11
SELF-
EMPOWERMENT
According to a recent study by
Facebook on beauty brands, beauty
products used to be about making
yourself look better for other people,
whereas now the trend of using
makeup as a self-empowerment tool
is what’s driving engagement.
7 million posts are tagged with
#bodypositive on Instagram. Posts
that are aspirational, imperfect and
have an element of raw honesty and
empowerment take on permanent
resident on the platforms as does
content that illustrates the day to day
lives of people championing their
imperfections in unedited, candid
ways.
Actively ensuring your product is
connected with and capitalises on
the trends for self-empowerment will
keep you ahead of the curve.
04
BOLT DIGITAL PAGE 13ENVIRONMENTAL TRENDS As climate change becomes a daily reality, consumers are trying to act in a way that makes the world a better place. In the ads we run for beauty brands, we see daily comments asking on recycling and sustainable and millennials are more likely than any generation to say they would pay extra for environmentally friendly products. The beauty industry is already adapting and on reducing the impact of plastic pollution, with new thoughtful packaging strategies and refined formulations. Lush is pioneering the movement for zero packaging (‘naked’, as they call it) by making products in solid form, from shampoo to make-up, and will open the first packaging-free cosmetic shop in the UK this year. You must make it clear how your brand and products do this and how you are contributing to the wider movement. BOLT DIGITAL PAGE 3
2019 ENGAGEMENT TRENDS
ENGAGEMENT RATES: 52% of makeup consumers say they are likely to purchase based on a social media post or advert. What type of social content do people want to see from brands and what do they engage with?* * Research from Facebook HQ BOLT DIGITAL PAGE 16
THE STATS:
33%
30%
of consumers are interested in
before and afters, so include
photos, videos, and
testimonials of this nature in
your content. enjoy 'beauty hacks' -
AKA cheap, easy fixes and
shortcuts to common makeup
problems. Share things like how to
make products last longer or how
to achieve the perfect cat eye.
23%
of consumers want skin tone
recommendations, Brands like
Glossier showcase diverse
ranges of skin tones in their
ads, so buyers know what
product would look right with
their colouring.
31%
want to see how to demonstration
videos, so follow in the footsteps
of brands like Charlotte Tillbury
and Trinny London.
BOLT DIGITAL PAGE 17ABOUT BOLT:
Are you a retail/ecommerce/direct-to-consumer beauty brand
looking for:
A marketing Partner to take the whole process
off your hands and provide you with strategic
insights & direction to hit your revenue targets?
Consistent leads and sales?
A method to catapult your brand to the next
level?
We are a full service performance advertising agency specialising
exclusively in helping direct-to-consumer beauty businesses
grow and scale.
All of our work is backed by measurable data and detailed
analysis, so that you can see results quickly and have a clear
roadmap for growth.
Register your interest in our 14 day paid social advertising trial
and put us to the test on your brand:
https://boltdigital.media/d2c-accelerator/You can also read
