HOW TO BE SOCIAL MEDIA SAVVY FOR A BEAUTY LAUNCH - In-Cosmetics
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HOW TO BE SOCIAL MEDIA SAVVY FOR A
BEAUTY LAUNCH
SEAN SINGLETON MANAGING DIRECTOR @paulpingles
CONTENT STRUCTURE • Introduction • How Social Media has changed the beauty industry • What it means for brands • What’s next? • The digital launch process • Q&A
THE INDEPENDENT DIGITAL AGENCY - EXPERTS IN PRODUCT LAUNCHES
SPITALFIELDS. LONDON.
CLIENTS
6 Corbet Place, London, E1 6NH | +449))2036 975 011 | hello@yourfavouritestory.com
© 2017 Your Favourite Story All Rights Reserved
HOW HAS SOCIAL MEDIA CHANGED THE BEAUTY INDUSTRY?
DIGITAL INNOVATION TIMELINE
AI going
bigger
1876 1946 1984 1990 1998 2003 2005 2007 2010 2015 2018
1st call Invention World
made with of ENIAC, Wide
a the 1st Web
telephone computer
SOCIAL MEDIA TIMELINE
SOCIAL MEDIA TIMELINE
Facebook Facebook Instagram
buys reaches 1 reaches 1
Instagram billion users million
for $1 active
billion advertisers
Youtube reaches
over 1 billion
monthly users
2004 2005 2006 2011 2012 2013 2014 2015 2016 2017 2018
Launch of Launch of Launch of
Facebook Twitter Snapchat
Online US Mobile
beauty internet
sales reach overtakes
$4.3 billion desktop
US online internet 2.07 billion
Launch of are
Youtube advertising
revenue actively
overtakes using
print Facebook
advertisingSocial Media has changed the way the
beauty industry interacts with and attracts
consumers.
It has made it easier for people to express
themselves. We moved from traditional
advertising to a much more authentic and
human approach.BOUGHT
1.0 BROADCAST
2.0 CONVERSATION
3.0 CATALYST
EARNEDDigital world has
changed
In 2018, Social Media is the key tool to
reach consumers and create a strong
emotional relationship with them.
2018 is all about creating
the conversation and being
visual.Social Media changed the way
we communicate, created new
opportunities for brands and
accelerated the spread of
trends.Beauty brands
Feedback Social media
ConversationBut brands are realizing they don’t control the
conversation anymore because that’s now down to
online influencers.Who are we talking to? The biggest users of Social Media are the Gen Y aka Millennials (born between 1981 and 1995) and the new Gen Z (born between 1995 and 2014). They want everything to be visual to engage and they are looking for brands that help them to express themselves.
Gen Zers spend up to 11 hours per day on social media.
THE POWER OF SOCIAL
MEDIA TODAYInstagram eye
The beauty industry has experienced a
radical shift in the past few years and in
2018, everything is created for the
Instagram eye.
From Glossier’s Millennial pink branding
to Tarte Cosmetics rainbow-coloured
packaging, brands are trying to catch
consumers’ attention.Video is powerful Video is the most engaging type of content and Youtube is the reference, with beauty vloggers. In 2017, makeup tutorials accounted for 69% of the views recorded for the top 200 beauty videos.
Since 2015, we have seen a new form of video growing: the Live video, created by Facebook and Instagram. This content allows brands to interact with their consumers in real-time and give them exclusive access to ‘behind the scenes’. Live streaming makes beauty brands feel real.
HOT BEAUTY TRENDS ON SOCIAL MEDIA
THE IMPERFECT IS PERFECT.
MAKEUP IS FOR ANYONE
Consumers don’t want to feel forgotten
anymore. Everyone deserves a product
adapted to their skin.
Launched in 2017, the success of Fenty
Beauty had a lot to do with its 40
different foundation shades,
celebrating diversity.EMBRACE YOUR UNIQUENESS
Consumers are looking for
authenticity more than ever.
Beauty influencers are using social
media to redefine what it means
to be beautiful and embrace the
skin positivity movement.Social media post by Cara Delevingne that Arvida Byström is an influencer artist who’s became viral. showing that beauty has no boundaries.
POSITIVE MASCULINITY The genderless movement is taking over the world of beauty with the growing new masculinity. Men are more and more under beauty pressure and they are comparing themselves to the beauty standards in media. They are looking for beauty advice on digital platforms, social media and brands are trying to help them to gain confidence.
#Menwhomask by Glamglow James Charles is the first boy in Cover Girl.
CLEAN BEAUTY
ENVIRONMENTALLY SAVVY
There is an increase in consumers
who are characterised by their
ethical consumption habits,
favouring brands that offer vegan,
cruelty-free and non-toxic
products.#becrueltyfree by Lush Anese uses non-toxic, cruelty-free and
vegan ingredients.EATING BEAUTY
A connection is being made
between food consumed and
having good skin. Consumers are
learning that the positive benefits
to their skin can come through
nutrition as well as from beauty
products.Panacea Urban Apothecary is a beauty Raw Complexions sells skin balance brand promoting the health benefits of fruits beauty food to improve skin conditions. and vegetables.
WELLNESS IS THE NEW BEAUTY
FITFLUENCERS
Beauty brands are taping into the
huge fitness movement on Social
Media to offer consumers products
to look good in and out of the gym.
Some brands, such as Tarte, are
partnering with ‘fitfluencers’ to push
the concept that ‘sporty is the new
sexy’.Mio offers natural skincare products for pre Tarte Cosmetics launched their athleisure line,
and post workout. partnering with fitness influencers.WHAT IT MEANS FOR BRANDS ON SOCIAL MEDIA
1. BE INSTA-WORTHY
Think Insta-worthy packaging
or image. Think with the
Instagram eye to inspire and
engage consumers.2. A UNIQUE TONE OF VOICE
Be close to the consumer:
create a dialogue and make
it real. Use your own words to
build a community around
your brand.3. REAL PEOPLE
Social influencers are now
more powerful than
celebrities. They are more
genuine and create
authentic content for beauty
brands.4. UGC
Engage your community by
letting them be part of the
brand. User-generated-
content increases the love
around a brand and
reinforces the community.5. GIVE CONSUMERS A VOICE
Going further than UGC,
crowdsourced beauty is
becoming big.
Brands should start
collaborating with their
audience to offer them the
best products.WHAT’S NEXT?
AWARENESS OPINION CONSIDERATION PREFERENCE PURCHASE COMMUNITY
Interactive experiences in stores. Phygital spaces are growing to provide the best customized experiences for consumers. Using facial or voice recognition, retail stores will be more and more able to enhance people’s experience and increase their desire to purchase.
Hyper
personalization
through tech is
the future of
the beauty
industryNeutrogena Skinscanner Sephora AR app Benefit AR app
THE DIGITAL LAUNCH PROCESS
WHAT’S NEXT?
THE DIGITAL LAUNCH
PROCESSTHE DIGITAL LAUNCH
PROCESSWANT MORE? EMAIL ME. SEAN@YOURFAVOURITESTORY.COM
THANK YOU. ANY QUESTIONS?
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