Masks are off, and make-up is again. As a results of masks mandates reducing and in-store procuring growing, the wonder and private care trade is poised for a resurgence. Larissa Jensen, Vice President and Beauty Industry Advisor at The NPD Group, advised Business Insider that the current CDC bulletins associated to the lessening of some masks necessities are a recreation changer for the wonder market. Jensen mentioned, “I actually do imagine this, that as this masks mandate lifts, we’re going to see some massive momentum popping out of the make-up class in 2021 into 2022.”
According to Statista, income within the magnificence and private care market is predicted to develop 4.77% from 2021 to 2025. Major magnificence retailers began to expertise surges in each on-line and in-store gross sales even earlier than a few of the newest pandemic-related bulletins. Prior to masks mandates loosening, magnificence manufacturers have been leaning into the ability of social media and ecommerce to drive gross sales. Fast ahead to in the present day, and main magnificence manufacturers, together with e.l.f. Beauty, Ulta Beauty, Hourglass Cosmetics and Olive & June, are leveraging multi-channel digital promoting methods to attach with shoppers reprioritizing their magnificence and private care wants.
e.l.f. Beauty Brand Deploys Social Media Strategies To Drive Ecommerce Sales
In May, e.l.f. Beauty reported, “For the three months ended March 31, 2021, in comparison with the three months ended March 31, 2020: Net gross sales elevated 24% to $92.7 million.” According to e.l.f. Beauty, its gross sales development was “primarily pushed” by the model’s ecommerce energy. “We at present count on web gross sales development of 8-10% in fiscal 2022 — on the high finish of our long-term financial mannequin,” mentioned Mandy Fields, Chief Financial Officer for e.l.f. Beauty. While the e.l.f. Beauty model is very recognizable on the cabinets of outlets like Target and Walmart, e.l.f depends on its social media attain and a holistic strategy to digital advertising and marketing and promoting for model constructing, personalised engagement and conversions.
Bridget Barron, Director of CRM and Customer Growth at e.l.f. Beauty, mentioned, “A brand new client may come throughout e.l.f. whereas looking on social media, and so they discover a video about our best-selling Poreless Putty Primer. They doubtless already learn about our manufacturers… So they head to e.l.f. Cosmetics.com or our cell app after which discover extra concerning the model and hopefully begin to construct a basket of merchandise along with that Putty Primer.” Social media promoting, each paid and natural, generally is a extremely efficient technique for magnificence manufacturers, driving shoppers to ecommerce platforms, growing engagement and gross sales.
Beauty Retailer Ulta Partners With Target For Digital & In-Store Opportunities
Beauty retailer Ulta additionally noticed gross sales soar. In its first quarter of fiscal 2021 earnings, Ulta reported web gross sales elevated 65.2% to $1.9 billion, crediting its development to client confidence, a rising want for “newness,” “authorities stimulus funds and the easing of COVID-19 restrictions.” Ulta believes social media performs a significant half in reaching youthful shoppers and elevating developments. “Engagement with social media platforms, like TikTookay, are bringing new life to the colour beauty class, participating youthful audiences, driving developments and reinvigorating trial and utilization,” mentioned Dave Kimbell, CEO at Ulta Beauty.
Later this summer time, Ulta “shop-in-shops” will debut throughout Target shops as a part of the strategic partnership introduced by the manufacturers final fall. Target and Ulta are each hoping to leverage their outstanding digital development, supported by quite a lot of pick-up and supply choices and loyalty applications. “Ulta Beauty at Target displays additional evolution in our omnichannel technique, rooted in unlocking the potential of our bodily and digital footprints, creating extra seamless procuring alternatives for our loyal company and persevering with to steer the wonder trade,” mentioned Mary Dillon, Executive Chair of Ulta Beauty.
Hourglass Cosmetics Goes Vegan, Embracing Corporate Social Responsibility
For many consumers, notably youthful shoppers, the ethics of a model are as essential to them because the merchandise it sells. Several years in the past, Hourglass Cosmetics pledged, with help of mother or father firm Unilever, to create a totally vegan line of cosmetics, which the model achieved in 2020. Messaging from Hourglass Cosmetics recurrently revolves round its vegan merchandise and cruelty-free mission. Consumers can join information and data on cruelty-free and vegan initiatives on the Hourglass web site, and Hourglass Cosmetics donates “1% of annual income from hourglasscosmetics.com to [its] companion, the Nonhuman Rights Project, a U.S. group that works to safe elementary rights for animals.”
Additionally, the model continues to evolve its vegan mission, just lately releasing a brand new purple, “bug-free” lipstick. “Luxury magnificence model Hourglass Cosmetics just lately launched Confession Refillable Lipstick Red 0, a real purple lipstick shade made with vegan carmine. The cruelty-free model labored with its mother or father firm Unilever for 3 years to develop a vegan different to carmine — an ingredient utilized in cosmetics and meals for its purple coloring,” reported Anna Starostinetskaya for VegNews. Brands which can be capable of join with like-minded shoppers through messaging typically acquire loyalty and constructive phrase of mouth from buyers.
Nail Salon Beauty Brand Olive & June Appeals To Consumers With Referral Program & Email Outreach
Excitement about magnificence merchandise goes past make-up and skincare, with manufacturers like Olive & June engaging shoppers to attempt its vary of nail polish and nail care methods through the use of referral and member-only reductions. Founded in 2012, Olive & June is a salon in L.A. that launched a line of manicure merchandise in 2019, making it simpler for ladies to offer themselves manicures. (The pandemic noticed an increase in shoppers selecting DIY choices for self-care, together with nails, hair and pores and skin.) Olive & June merchandise might be purchased instantly from the Olive & June ecommerce platform, with perks and reductions supplied for taking numerous actions, together with getting a free polish for referring a buddy, and free transport plus 10% off all orders for changing into a member of the “Olive You Club.” To get the most recent on new merchandise, Olive & June buyers can subscribe to the Olive & June publication, creating a possibility for the fresh-faced model to populate its buyer database and leverage first-party knowledge to achieve shoppers throughout a mixture of digital channels.
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An revolutionary downside solver by nature, Melissa Ledesma is each skilled and passionate concerning the digital advertising and marketing trade. She has held quite a lot of high-level positions inside the true property, mortgage, leisure and digital promoting industries, together with Director of PR and Business Development at NJ Lenders Corp. and Director of Communications & Government Affairs at Eastern Bergen County Board of Realtors. As Director of Content & Communications at Digital Media Solutions (DMS), Melissa demonstrates a strategic, artistic and tactical strategy when dealing with the thought management applications and advertising and marketing and communications efforts for DMS and its household of manufacturers. She manages all conferences, sponsorships and occasion execution and performs a pivotal position within the creation of written, digital and video content material for all campaigns. Melissa has constantly positioned the workforce at DMS as specialists in efficiency advertising and marketing throughout a number of industries.
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