Understanding Premium Skincare Shoppers – WWD

Understanding Premium Skincare Shoppers – WWD

Brittany Auer, senior magnificence gross sales supervisor at Amazon Ads and Jennifer Trovel, CMO of Perricone MD, focus on what’s driving progress in on-line magnificence gross sales and the way premium skincare manufacturers can attain buyers alongside their buy journey.

From high-end facial serum, to luxurious moisturizer, premium skincare is on the rise. Thebeauty business grew to $15.5 billion in U.S. on-line retail gross sales in 2021, in accordance with eMarketer, and is predicted to double within the subsequent 5 years . And with extra magnificence merchandise for buyers to select from than ever earlier than, manufacturers are challenged to interrupt via the noise and join with new audiences alongside an more and more fragmented buy journey.

Perricone MD.

“Premium skincare manufacturers that may construct model belief, and assist buyers uncover new merchandise that meet their magnificence wants have a chance to grow to be extra discoverable and broaden their attain within the class,” defined Brittany Auer senior magnificence gross sales supervisor at Amazon Ads.

Jennifer Trovel, Chief Marketing Officer at Perricone MD, who joined Auer in dialog, defined that in 2022 the model centered on tailoring their messaging with new and present buyers at completely different factors of their skincare journey.

Earlier this 12 months, Perricone MD launched their marketing campaign alongside buyers’ favourite TV exhibits and flicks with Amazon Streaming TV adverts to construct model consciousness. Then, to succeed in buyers within the consideration part, and assist drive conversion, the model leveraged Sponsored adverts, together with Sponsored Display.

“For us, Amazon Streaming TV adverts are the perfect format to inform immersive model tales. We will even proceed to leverage Amazon Sponsored adverts as we discover this to be the best answer to succeed in skincare prospects who is likely to be on the lookout for a brand new merchandise as a part of their routine,” Trovel defined.

Brittany Auer, Senior Beauty Sales Manager At Amazon Ads.

Perricone MD’s second key aim for the 12 months was to drive pleasure for his or her latest innovation: the Hyaluronic Intensive Hydrating Serum. For this product launch, Perricone MD once more leveraged Amazon Streaming TV adverts and reported observing a right away raise in model procuring queries.

Auer added that in accordance with a 2021 examine carried out by Amazon Ads U.S. and Kantar, hydration was cited because the primary skincare want for a lot of prospects.  

“Advertisers who use branding ways to speak how their merchandise may also help tackle buyers’ skincare wants, as Perricone MD did with their Hyaluronic Intensive Hydrating Serum campaigns, could enhance model consideration,” she defined.

Jennifer Trovel, CMO of Perricone MD.

Looking forward to 2023, Auer stated she is happy to see what new improvements the skincare business will launch. “Brands are consistently elevating the bar for purchasers from multi-tasking ingredient expertise to sustainable product packaging. And, at Amazon Ads we need to proceed innovating throughout new gadgets and advert experiences that assist manufacturers inform these tales and earn their prospects’ belief.”

Watch the most recent Thought Leadership Lab with Brittany Auer and Jennifer Trovel to study extra about how Amazon Ads may also help your magnificence model attain new audiences HERE.


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