Date Posted: Wednesday 2nd December 2020
My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its insight for how brands are driving innovation in beauty e-Commerce. Quoting a study by McKinsey, MMI has noticed that beauty brands with scalable e-Commerce strategies have reported sales figures twice as high as their pre-Covid levels.
My Market Insight has therefore presented five ways that brands cutting through the noise of beauty e-Commerce to come out on top.
1. Adding a Personal Touch
The beauty market makes shoppers feel special and by adding in personalisation, from tailored skincare to bespoke fragrance blends, the feeling is enhanced. Le Labo, for example, printed the wearer's name on its labels and Kiehl's has used AI-driven online quizzes to suggest a skincare routine from its existing range. In addition, skincare is predicted to reach new heights in 2021, with the launch of L'Oréal's Perso device, which will be available via a smartphone app and will provide bespoke skincare advice.
2. Video Games
Brands such as Tatcha, Givenchy and MAC Cosmetics have infiltrated the world of video games. Animal Crossing: New Horizons has been the most popular for advertisers. On Animal Crossing, Givenchy is allowing players to digitally apply make-up products to their avatar, or stamp the brand logo on their face. Tatcha is appealing to the 65-85% of gamers who find wellness themes enjoyable, creating a virtual, Kyoto-inspired island, which players can visit for a ‘self-care’ break. Whilst MAC Cosmetics has formed an exclusive collaboration with The Sims 4 to create colourful make-up looks, allowing gamers to express themselves through their avatar.
3. Switching up Social Media
TikTok's popularity exploded at the beginning of the Coronavirus pandemic with a growing number of beauty brands using the app. Among an index of 143 of the world’s top global beauty brands, 15% have an official TikTok account; up from 5% in October 2019. The brands are reaching a largely Gen Z audience. For example, after catching on with TikTokers, The Ordinary’s AHA 30% + BHA 2% Peeling Solution saw an impressive 426% spike in sales.
Livestreams have also become more popular with the use of the feature increasing by 70% from March to April in the US. Over the course of the year, more and more brands have been hosting virtual events via IG Live, whether on their own channels or, to boost their reach, in partnership with etailers and influencers.
4. Taking Consultations Digital
Bringing the counter experience to shopper’s living rooms has been explored by many brands with FaceGym, Deciem and Philip Kingsley among them. Bobbi Brown saw a boost in sales from its Artistry Like Never Before bookable make-up courses, with 46% of shoppers making a purchase within three hours of their meeting. Charlotte Tilbury is now giving the virtual counter a festive makeover by introducing their ‘Magical Gifting Fairies’; a Christmas-themed consultation that helps you shop for loved ones.
5. Promoting Eco-Friendly Products
More beauty consumers are now wanting products that do good. According to Nielsen, 73% of consumers are striving to reduce their impact on the environment and 38% prefer buying beauty products that are sustainable. Many new brands are now launching with these values as a standard, while established household names are reviewing their eco-conscious efforts. Garnier launched the Green Beauty Initiative, presenting a series of environmentally-friendly goals they plan to action over the next five years. Among them was the promise to use zero virgin plastic in packaging by 2025, which will save a huge 37,000 tonnes of plastic each year. Meanwhile, influencer Jamie Genevieve unveiled her debut makeup line, VIEVE, with 100% vegan, cruelty-free formulas that sold out online in a matter of hours.
For more information please visit mymarketinsight.com.
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