• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Creating Packaging To Safeguard a More Hygienic User Experience

    'Dispensing Beauty': Dispensers for Greater Functionality

    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Revlon Unveils New Fragrances Featuring Megan Thee Stallion & Sofia Carson

    Henkel Management Board Welcomes Wolfgang König

    Mielle Organics Gets a Major Investment

    Fekkai's Shea Butter Collection Is Back from the 90s

    MakeUp in Paris Is Postponed
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Epopack Co. Ltd

    McKernan Packaging Clearing House

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions

    Bormioli Luigi Meets Lacquering Challenge
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Revlon Unveils New Fragrances Featuring Megan Thee Stallion & Sofia Carson

    Henkel Management Board Welcomes Wolfgang König

    Mielle Organics Gets a Major Investment

    Fekkai's Shea Butter Collection Is Back from the 90s

    MakeUp in Paris Is Postponed
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Oliver Inc. Acquires Boutwell Packaging

    Oliver Inc. Partners with Emerald Brand

    Videobite: Bring Your Packaging to Life with GTO

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    These Women-Led Beauty Brands Are In Line With Key Trends for 2021

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Bormioli Luigi Meets Lacquering Challenge

    Blue Heron Botanicals: ‘Blue Beauty’ for Green Beauty Enthusiasts

    'Dispensing Beauty': Dispensers for Greater Functionality
    Top 20 Companies
    Chanel

    Amway

    Revlon

    Beiersdorf

    P&G
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Neenah Packaging

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    International Cosmetic Suppliers Ltd.

    USS LLC

    Yonwoo/PKG
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Comoprof CBE Asean Postponed

    Interpack 2023 Opens Exhibitor Registration

    Luxe Pack New York Postponed Again

    Cosmopack and Cosmoprof Asia Announce Hybrid Format for 2021

    BizBash Names Unfiltered Experience ‘People's Choice: Best Influencer Event’
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    A Seismic Change in Beauty Marketing

    'Real' experiences of 'real' people are the gold standard, and evidence is replacing advertising claims.

    A Seismic Change in Beauty Marketing
    Are 'real' people more influential than celebs - or ads?
    Related CONTENT
    • NPD's 'Feel Good Trends' That Shaped the Beauty Industry This Year
    • Slideshow: A Look at CEW's 2020 Beauty Award Winners
    • CEW Celebrates Beauty Award Winners: Here's the Complete List
    • A Look at CEW's 2020 Beauty Award Finalists
    • A Look at the 2020 CEW Beauty Award Finalists, Part 2
    Jacqueline Clarke, beauty market analyst, Diagonal Reports04.09.15
    The dynamics of beauty marketing have changed. Our findings, on consumers’ purchasing behavior across four continents, confirm that marketing strategy is out of kilter with actual hair and skincare purchasing behavior.

    The Internet has driven a coach and horses through beauty marketing. The people are now the media. Advertising has been relegated to the back seat. The key touch points  - information and evaluation, persuasion and decision   -  have changed in number and nature.

    Today's beauty buyers look for product and brand information in many different ways.
    • Proof Required: When it comes to buying products, hair and skincare consumers want to see real people and learn their opinions. In what is a seismic change in beauty marketing, today's buyers must receive proof of product efficacy – how it can transform appearance. The most meaningful evidence which convinces buyers are the 'before' and 'after' photographs of real women.

    • People Like-Me: Beauty buyers still want to be transformed but they do not trust the photoshopped image. Standards have become unrealistic, the level of perfection is utterly unattainable. New  beauty icons – attractive and talented, but also more 'like me' (in terms of lifestyle, hair and skin type) - are becoming very influential with buyers in each market.

    • International celebrities and super models are still relevant but all the retailers we interviewed confirm that consumers now reference new role models to whom they can more easily relate.

    • Word of Mouth:  Buyers go to the Internet to learn from others' experiences  before they themselves buy. The most important influencers of the beauty purchasing decision are other people's reviews and recommendations. It is now a case of word of mouth via the Internet.
    The online experience exponentially expands consumers'  "circle of trust." Consumers have formed online communities which have revolutionized beauty marketing.  These groups now drive the agenda for the entire industry and are forcing companies and brands to forge a new and different relationship with buyers.

    Advertising claims are much less relevant in today's beauty marketing. Marketers and advertisers must respond to a situation which is worlds apart from the one to which they had become accustomed. It used to be (relatively) easy for beauty brands to reach and influence consumers through the top beauty magazines or TV channels. The advocates or influencers were few and powerful and a tightly controlled dialogue guided the purchasing decision. But the people are now the media and there are new touch points with beauty buyers.
    ABOUT THE AUTHOR: Jacqueline Clarke is beauty market analyst at Diagonal Reports. She has been tracking the global hair and skin care market for almost 15 years.
    Photo: (L) YouTube/LittleMissCrista
    Related Searches
    • Personal Care
    • Cosmetics
    • Fragrances
    • Health and Beauty
    Suggested For You
    NPD NPD's 'Feel Good Trends' That Shaped the Beauty Industry This Year
    Slideshow: A Look at CEW Slideshow: A Look at CEW's 2020 Beauty Award Winners
    CEW Celebrates Beauty Award Winners: Here CEW Celebrates Beauty Award Winners: Here's the Complete List
    A Look at CEW A Look at CEW's 2020 Beauty Award Finalists
    A Look at the 2020 CEW Beauty Award Finalists, Part 2 A Look at the 2020 CEW Beauty Award Finalists, Part 2

    Related Expert's Opinion

    • Cosmetics | Health and Beauty | Skin Care/Sun Care
      Growth Ahead for Some Categories in U.S. Prestige Beauty

      Growth Ahead for Some Categories in U.S. Prestige Beauty

      NPD reports promise amid 2020 sales declines; e-commerce fuels a rise.
      Larissa Jensen, NPD’s beauty industry advisor 02.05.21

    • Cosmetics
      Do Products Dry Up Before They Reach Consumers?

      Do Products Dry Up Before They Reach Consumers?

      Revuze reveals the top 3 topics driving negative and positive reviews for mascara.
      Alon Ghelber, CMO, Revuze 01.25.21

    • Cosmetics
      Where Beauty Finds Success in 2021

      Where Beauty Finds Success in 2021

      NPD’s Larissa Jensen on which industry markers to keep in mind.
      Larissa Jensen, Vice President, Industry Advisor, Beauty, The NPD Group 01.08.21


    • Cosmetics
      Brand Naming: Getting It Socially Correct

      Brand Naming: Getting It Socially Correct

      Navigate anti-racism and other insensitivities -- follow these 4 steps to choose a name for your product or brand that won't cause a controversy.
      Grant Polachek 10.01.20

    • Cosmetics | Fragrances
      Hope Buds in U.S. Prestige Beauty

      Hope Buds in U.S. Prestige Beauty

      While the market remains challenged, certain products—and ‘a new category’—are showing upticks in sales. Here's what was most in demand during 'lockdown.'
      Larissa Jensen, VP, Industry Advisor, Beauty, The NPD Group 06.11.20

    • Cosmetics | Health and Beauty
      The Beauty of Staying Home

      The Beauty of Staying Home

      Several bright spots emerge amid COVID crisis - Data & Insights from NPD.
      Larissa Jensen, VP, Industry Advisor, Beauty, The NPD Group 04.07.20


    • Cosmetics | Skin Care/Sun Care
      Why DTC Brands Are Succeeding with Beauty Aficionados

      Why DTC Brands Are Succeeding with Beauty Aficionados

      Direct-to-consumer beauty brands continue category disruption and share growth
      Elle Morris, CEO, Snapdragon 03.26.20

    • Cosmetics | Decorative Effects | Design Capabilities | Digital Printing | Fragrances | Package Development
      Borderless Design

      Borderless Design

      Blurring boundaries between cultures and society, people, and products — energizing a new movement of ‘borderless’ design.
      Jeannie Joshi, Joshi Design 01.24.20

    • Cosmetics
      What We Can Expect of Beauty in This New Decade

      What We Can Expect of Beauty in This New Decade

      Expectations for Makeup, Skincare, Sustainability and more
      Larissa Jensen 01.16.20


    • Cosmetics
       Generation Next

      Generation Next

      Who should beauty marketers set their sights on? How young is too young to cultivate brand loyalty?
      Elle Morris, CEO, Snapdragon 11.21.19

    • Cosmetics | Design Capabilities | Fragrances | Package Development | Skin Care/Sun Care | Sustainable Pkg/Practices
      How Innovative Beauty Brands Attract Gen-Z Consumers

      How Innovative Beauty Brands Attract Gen-Z Consumers

      Addressing a shifting luxury landscape
      Spencer Ball 11.14.19

    • Health and Beauty | Skin Care/Sun Care
      Trends Shaping the Industry in 2019

      Trends Shaping the Industry in 2019

      Euromonitor on the international state of beauty
      Hannah Symons, Head of Beauty and Personal Care, Euromonitor International 08.01.19


    • Bath/Body | Health and Beauty | Skin Care/Sun Care | Sustainable Pkg/Practices
      Australia: A Strong Commitment to Sustainable Beauty

      Australia: A Strong Commitment to Sustainable Beauty

      The local beauty scene and its strict cosmetic regulations are gaining global attention -- take a look at these Aussie brands making an impact.
      Jemma Shin 03.28.19

    • Cosmetics
      It’s My Face and I’ll Do What I Want with It

      It’s My Face and I’ll Do What I Want with It

      The days of a single ‘classic’ look – the one-size-fits-all approach to beauty – are diminishing.
      Lisa Desforges, Strategy Director, B&B studio 12.13.18

    • Cosmetics | Package Development | Skin Care/Sun Care
      Evolving Perspectives of Beauty – Part 2: Gen X

      Evolving Perspectives of Beauty – Part 2: Gen X

      A follow-up on beauty perspectives from Generation Z, Millennials and Baby Boomers
      Elle Morris, CEO, HMS Design 11.15.18

    Trending
    • Ranking The Top 50 Cosmetic Companies
    • Wondering How To Connect To The Latina Market?
    • Innisfree Unveils Paper Bottle
    • Huda Beauty Launches 1001 Nights Ramadan Kit
    • The Estée Lauder Companies Is Shutting Down Rodin Olio Lusso
    Breaking News
    • Revlon Unveils New Fragrances Featuring Megan Thee Stallion & Sofia Carson
    • Henkel Management Board Welcomes Wolfgang König
    • Mielle Organics Gets a Major Investment
    • Fekkai's Shea Butter Collection Is Back from the 90s
    • MakeUp in Paris Is Postponed
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • Packaging’s ‘Tall Order’ for Reviving Color Cosmetics
    • Creating Packaging To Safeguard a More Hygienic User Experience
    • 'Dispensing Beauty': Dispensers for Greater Functionality
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Kyowa Hakko Launches Heat-Treated Probiotic Strain for Eye Health
    CGA-7 Green Coffee Extract by Vidya Herbs Achieves Self-Affirmed GRAS Status
    Nutritional Complex Evidenced to Reduce Preterm Birth
    Coatings World

    Latest Breaking News From Coatings World

    Barentz Expands Canadian CASE Team
    Shepherd Color Company Opens Sales Office in China
    Chromaflo Technologies Awarded Gold Status CSR Rating by EcoVadis in EMEA
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    CMS Establishes New Payment for Pelvalon’s Eclipse System
    Varian, Google Cloud Partner to Bring Convenience to Cancer Therapy
    Resonetics Leases New Manufacturing Space in Costa Rica
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Frontage Expands Capabilities at its Clinical Site in Secaucus, NJ
    Ascendia Pharmaceuticals Poised for Expansion
    Bora Pharmaceuticals Adds Roller Compaction Capabilities
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Revlon Unveils New Fragrances Featuring Megan Thee Stallion & Sofia Carson
    Henkel Management Board Welcomes Wolfgang König
    Mielle Organics Gets a Major Investment
    Happi

    Latest Breaking News From Happi

    Nature’s Beauty Debuts Vegan Natural Body Care at Walgreens
    Estée Lauder Expands 'Beautiful' Fagrance Collection
    Mushrooms Are Key Ingredients in Beauty & Wellness
    Ink World

    Latest Breaking News From Ink World

    SE-DA Invests in Kornit Presto S
    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    Iron Oxide Pigments Market to Register 4.7% CAGR from 2021 to 2028: GVR
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Dantex elevates Joseph Sanchez to digital business development manager
    Mactac's Kevin Clunie joins TLMI panel
    MacDermid announces two new global sales roles
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Precision Textiles Offers Biodegradable Medical Fabric
    Northshore Launches Megamax Briefs in New Colors
    Essity Acquires Distribution Rights to Sorbact in Australia and New Zealand
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    New Biosealant Could Stabilize Cartilage, Boost Healing After Injury
    Google Executive Joins SeaSpine's Board of Directors
    HSS and LimaCorporate Open Provider-Based 3D Design and Printing Facility
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Tive Multi-sensor Tracker Solo 5G Relies on Sensirion SHT33
    VTT in 2020: Successful Year Despite Globally Challenging Times
    Lux Research: 3D Printing Market to Reach $51 Billion in 2030

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login