The beauty industry is slowly waking up to the fact that mass paid media marketing is no longer enough. When it comes selling make-up, cosmetics, fragrance and skincare products online, the need to stand out from the crowd in the competitive beauty market requires innovative thinking and a first class ecommerce strategy.
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The Global Beauty Market
The global beauty market is growing, and as the digital ecosystem evolves and consumers spend more time online looking for inspiration there are massive opportunities for beauty brands to take advantage.
Both long reigning legacy and new budding cosmetic brands need to recognise what their customers want online. They need to rethink their digital and ecommerce strategies to deliver more personalised advice, tailored recommendations and consider carefully how they approach their consumers.
Beauty Industry Ecommerce Tips
For beauty brands that don’t have a Direct to Consumer (DTC) eCommerce offering, the impending 3rd-party cookie-less world is even more of a worry. So, what’s the solution?
Here are some of our beauty industry ecommerce tips: –
- Ensure your cosmetic, fragrance and skincare beauty products are being found on the digital shelf organically. If you’re not on the top shelf, you are not in the market.
- Make sure your whole supply chain is aware and accountable for the part they play in the ecommerce journey.
- Understand who your priority customers are, where their routes to market are and the marketplace itself. This is vital to ensure you are winning that share of top of the shelf.
- Create a consumer-focused value exchange. The aim is to really get to know your audience so you can create and sell products that consumers actually want. Check out the L’Oréal example of this below.
- Test, learn and improve constantly. This is the root of any digital marketing and ecommerce success.
L’Oréal Virtual Mirror
L’Oréal Spain has a great value exchange offer with a ‘virtual mirror’ that allows consumers to see their makeup products online without having to apply them to their skin. You simply choose a product and upload a photo or connect the device’s camera to see how the product looks on your face without having to use it on the skin in real life.
El Corte Inglés, the biggest department store group in Europe have this artificial intelligence (AI) technology on their website and app.
The chief marketing officer of L’Oréal Spain, said, “It is a tool that generates consumer loyalty because it multiplies by four the time spent on the web or in the app, and purchases are doubled.”
L’Oréal Group expects to generate half of its global sales through e-commerce by 2025, from its current share of 27%, or a total of €7,000 million.
With the beauty and personal care online share predicted to surge in the next few years, both technology and ecommerce strategies that answer consumers questions and queries will prosper in the competitive beauty industry.
