• 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
    ADF&PCD Wraps Up in New York

    Turnkey, ‘Clean Beauty’ and Color Trends Spark Talk at MakeUp in NewYork

    Cosmoprof NA Points to ‘Re-Focused’ Directions in Packaging

    Low MOQs? No Problem

    Sizing Up the Skincare Market
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Top News
    Pantone Names Classic Blue the 2020 Color of the Year

    Burst Launches Black Expanding Dental Floss

    Glossier Enters Nordstrom for the Holidays

    Lancôme Inaugurates First Flagship in Paris

    Beautycounter Founder & CEO Testifies in House Cosmetic Reform Hearing
    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

    29 Winners at the NJPEC Package of the Year Awards 2019

    NJPEC Gala To Honor Package of the Year Award Winners

    All the Winners in the 2019 NJPEC Package of the Year Awards

    Younique's Next-Gen Fiber Mascara Ships Over 1 MIllion Units

    IPSY Is Launching Its First Brand, Developed In-House
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Jumpstarting the Innovation Process

    Lancôme Inaugurates First Flagship in Paris

    Beautycounter Founder & CEO Testifies in House Cosmetic Reform Hearing

    What Boosts Sales of Beauty Products in Asia?

    Conscious Consumerism: Combining Psychodermatology with Skincare & More
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Younique's Next-Gen Fiber Mascara Ships Over 1 MIllion Units

    Schwarzkopf Partners with TerraCycle

    Tom's of Maine Introduces Recyclable Toothpaste Tube

    IPSY Is Launching Its First Brand, Developed In-House

    AR Metallizing Acquires Eurofoil Paper Coating GmbH
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    What Gen Z and Millennial Women Look for in Beauty

    Instagram-Ready Innovative Packages

    Jumpstarting the Innovation Process

    29 Winners at the NJPEC Package of the Year Awards 2019

    NJPEC Gala To Honor Package of the Year Award Winners
    Top 20 Companies
    AmorePacific

    Estée Lauder

    L’Oréal

    Revlon

    Chanel
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Alpha Packaging

    Tapematic USA, Inc.

    Cosmopak USA LLC

    Berry Global

    Big Sky Packaging
    Industry Events
    Live From Show
    Exhibitor Showcase
    Webinars

    Cosmoprof Asia 2019 Hosts Nearly 3,000 Exhibitors

    ADF&PCD Paris Adds New Features

    Sally Beauty Is Recognized by the Women's Forum of New York

    29 Winners at the NJPEC Package of the Year Awards 2019

    NJPEC Gala To Honor Package of the Year Award Winners
    • 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

    Consumer Engagement for Beauty Brands in the Digital Age

    How to make the most of the web as a tool

    Consumer Engagement for Beauty Brands in the Digital Age
    Consumer Engagement for Beauty Brands in the Digital Age
    The author, Elle Morris
    Related CONTENT
    • Good Advice for Hair Care Brands
    • Color Cosmetic Packaging Designed to Do More
    • Beauty Products Packed with Range
    • Garnier Launches Rinse, Recycle, Repeat Campaign
    • Alba Botanica Launches New "Do Good. Do Beautiful" Campaign
    Elle Morris, CEO, HMS Design08.10.17

    In my last column, I discussed how beauty brands were the only ones succeeding in retail. Sephora and Ulta are enjoying growth, as is NYX, while traditional department stores are feeling the pain of the digital era; but what are the other effects that the digital world has had on the beauty industry?

    How do beauty brands engage with consumers and make the most of the web as a tool?

    Apps

    Beauty consumers love to be in the know. They also love customization. Hence all the traffic to the brick and mortar beauty stores. Smart beauty retailers and savvy brands have created apps that give every glamour girl a personal reco – thus driving traffic into the store or online to purchase their new discovery.

    Sephora smartly created the Pocket Contour Class (shown above, left) in which you scan a photo of your face, the shape is analyzed and you are shown where to apply highlighter and bronzer for that perfect Kardashian look. L’Oréal Makeup Genius is the cosmetic junkie’s dream; you can “try on” the latest looks before they launch. Scan a photo of yourself and voila! – you can see what the hottest new styles/shades look like on you, before spending a dime.

    UGC – User Generated Content

    UGC is HUGE with the beauty consumer. “Beauty Junkies” are often ambassadors for the brands they love. If you have been on YouTube recently, you already know there are literally over a million women with eyeshadow tutorials for beginners attached to the L’Oréal brand. A Dove Skincare routine search will yield roughly 99,400 videos. If you ask for Head & Shoulders hairstyles, you’ll be presented with over 1,000,000 results. With the rise of YouTube stars such as Kandee Johnson and Michele Phan, beauty brands can easily share videos of self-made artists using their products as content.

    Savvy brands such as Maybelline (shown above, right) and Revlon are featuring UGC on their webpages and arming their customers with hashtags so that these brands can pull related posts to feature them. By linking UGC to their webpages, brands are encouraging engagement with both potential and existing consumers.

    Social Media

    This is where the rubber meets the road with beauty consumers: this is the place they post their truths about the beauty world. This consumer loves to share her honest point of view with her friends/fans and her brands. She will post photos of her engaging with the product, before and after shots, and tell the truth about product benefits.

    The time for smoke and mirrors about what beauty products deliver is long gone. The words we hear repeatedly when it comes to a brand’s communication with consumers are authenticity and transparency. If a consumer has an issue with a brand and voices it on social media, the whole world is watching for how that brand will respond.

    If the response feels right for the brand (the right tone of voice acknowledges and addresses the issue to the consumer’s satisfaction), the brand can keep its current consumer base happy and perhaps gain new ones through positive sharing on social media. And the converse is equally as true.

    For beauty brands to successfully engage with consumers (both existing and potential), a strategic and agile digital presence is critical. Investing in apps, UGC and social media are a few tactics that beauty brands can leverage to magnify their digital presence. Over time, these brands will learn what their consumers respond to best and will adapt their approach to best engage with them.

    ABOUT THE AUTHOR

    With a reputation as a design leadership powerhouse, the fair-skinned, red-headed Ms. Elenita (Elle) Morris leads HMSDesign as CEO.  She draws from her Cuban-American heritage and extensive global travels to help clients understand how beauty and the mindsets of women vary greatly across cultures.  Follow Elle on Twitter. 


    Related Searches
    • revlon
    • social media
    • dove
    • leadership
    Suggested For You
    What What's Amazon's 'Effect' on Beauty?
    Plackers Phases In New Packaging Plackers Phases In New Packaging
    Pennelli Faro Identifies 4 Applicator Trends Pennelli Faro Identifies 4 Applicator Trends
    Pixiwoo Founders Win Glamour Pixiwoo Founders Win Glamour's Women of the Year Award
    Apply Now Apply Now
    The Evolution of Male Grooming The Evolution of Male Grooming
    HMSDesign HMSDesign
    Deadline Approaches for Industry Recognition/Prize Package Deadline Approaches for Industry Recognition/Prize Package
    MakeUp Geek Launches Lip Glosses & Stains MakeUp Geek Launches Lip Glosses & Stains
    Elle Morris Named CEO at HMSDesign Elle Morris Named CEO at HMSDesign
    Alba Botanica Launches New "Do Good. Do Beautiful" Campaign Alba Botanica Launches New "Do Good. Do Beautiful" Campaign
    Garnier Launches Rinse, Recycle, Repeat Campaign Garnier Launches Rinse, Recycle, Repeat Campaign
    Beauty Products Packed with Range Beauty Products Packed with Range
    Color Cosmetic Packaging Designed to Do More Color Cosmetic Packaging Designed to Do More
    Good Advice for Hair Care Brands Good Advice for Hair Care Brands

    Related Expert's Opinion

    • Sustainable Pkg/Practices
      What Gen Z and Millennial Women Look for in Beauty

      What Gen Z and Millennial Women Look for in Beauty

      It’s not just shelf-appeal

      Jason Parkin 12.05.19

    • 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


    • The Future of Coty’s Professional Beauty Brands

      The Future of Coty’s Professional Beauty Brands

      Kline looks at likely buyers and more…
      Carrie Mellage, Vice President of Kline’s Consumer Products Practice 11.07.19

    • Men
      Simplicity and Function Are Key to Men’s Market

      Simplicity and Function Are Key to Men’s Market

      A look at desired attributes in male beauty packaging
      Andrew Stablein, analyst at Euromonitor International 10.24.19

    • Sustainable Pkg/Practices
      The Beauty of Sustainability

      The Beauty of Sustainability

      We are just at the beginning of what the future holds.
      Larissa Jensen, Executive Director, Industry Analyst – Beauty, The NPD Group 10.17.19


    • How the Buying Habits of American Beauty Consumers Differ

      How the Buying Habits of American Beauty Consumers Differ

      What do Caucasian, Latina & African American women - and men of all ethnicities - expect from beauty brands?
      Elle Morris, President & CEO, SnapDragon 09.19.19

    • Eco-friendly
       New Research on Buying ‘Green’

      New Research on Buying ‘Green’

      Data shows consumers are willing to pay more for sustainable packaging.
      Michael Mapes, CEO, Exal Corporation 09.12.19

    • 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


    • Ethnic | Hair Care | Package Development
      Haircare for Multiracial Children

      Haircare for Multiracial Children

      An interview with Kelly Keith, vice president of marketing, Premium Brands, at Strength of Nature
      Elle Morris, CEO, HMS Design 07.25.19

    •  Inside the Beauty Industry’s Benefits and Compensation Packages

      Inside the Beauty Industry’s Benefits and Compensation Packages

      How companies are keeping pace when it comes to attracting and retaining talent
      Josh Wand, Founder and CEO, ForceBrands 07.09.19

    • 8 Digital and Beauty Trends in Asia

      8 Digital and Beauty Trends in Asia

      A look at 8 trends that are impacting the beauty and personal care markets in Asia.
      Bowen Yang 06.27.19

    • How to Be a Disruptive Brand

      How to Be a Disruptive Brand

      Euromonitor illustrates how businesses execute change, with varying impact on their markets.
      Zandi Brehmer, and Sarah Boumphrey, Euromonitor International 05.23.19

    • Decorative Effects | Printing/Decorating
      A Three-Tier Approach to Making Packaging Personal

      A Three-Tier Approach to Making Packaging Personal

      Adding customization—and color into brand packaging strategies
      Cindy Cooperman, VP of Brand Global Strategic Accounts at X-Rite 05.09.19

    • Landing a Job in Beauty

      Landing a Job in Beauty

      Indies can hold the key in a competitive industry.
      Josh Wand 05.02.19

    Breaking News
    • Pantone Names Classic Blue the 2020 Color of the Year
    • Burst Launches Black Expanding Dental Floss
    • Glossier Enters Nordstrom for the Holidays
    • Lancôme Inaugurates First Flagship in Paris
    • Beautycounter Founder & CEO Testifies in House Cosmetic Reform Hearing
    View Breaking News >
    CURRENT ISSUE

    October/November 2019

    • ADF&PCD Wraps Up in New York
    • Turnkey, ‘Clean Beauty’ and Color Trends Spark Talk at MakeUp in NewYork
    • Cosmoprof NA Points to ‘Re-Focused’ Directions in Packaging
    • Low MOQs? No Problem
    • Sizing Up the Skincare Market
    • Top 20 Global Beauty Companies
    • View More >
    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    International Scientific Society Calls for Omega-3 Blood Testing in Future Research
    Pharmactive Affron Saffron May Help Relieve Depression Symptoms
    Warmer Temperatures Could Lead to Concerning Levels of Arsenic in Rice
    Coatings World

    Latest Breaking News From Coatings World

    BCF: Coatings Industry Reports Record Improvement in Waste, Recycling, Accident Rates
    BASF Doubling Automotive Refinish Coatings Production Capacity at Jiangmen, China Site
    AkzoNobel’s Wanda Vehicle Refinishes Brand Celebrates 85th Anniversary
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Philips & Paige to Deliver Clinical-Grade AI Applications to Pathology Labs
    Eye Test for Parkinson's Gains Breakthrough Designation
    Biomerics Forms New Business Unit
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Stevanato Group Begins Construction on TEC
    Bayer, CHOP Partner to Develop Oral NRT
    Novasep Launches oXYgene for Boosting Viral Vector Production
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Pantone Names Classic Blue the 2020 Color of the Year
    Burst Launches Black Expanding Dental Floss
    Glossier Enters Nordstrom for the Holidays
    Happi

    Latest Breaking News From Happi

    Raining Rose Expands Exec Team
    Sozio Builds a New Facility
    Laverne Cox Is Matrix Ambassador
    Ink World

    Latest Breaking News From Ink World

    Geoff Loftus Joins EFI
    Berlin Packaging Wins 2 WorldStar Awards
    Graphic Village Expands Offerings with Canon Solutions America
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Converters Expo schedules return to Green Bay, WI
    Schreiner MediPharm and PragmatIC form strategic partnership
    Herma's labelstocks receive new certification
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Thrace to Relocate U.S. Capacity
    FiltXPO Speaker Line-Up Announced
    Nölken Incorporates Sustainable Wipes Packaging
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Orthofix Appoints New Spine Business Leader
    Viant to Halt EtO Sterilization at Michigan Plant by End of Year
    Synaptive Medical's Modus V Expands Into Spine Market
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Avancis, Smit Thermal, HZB, CNRS, Solliace Team for Higher Efficiencies in CIGS
    CES 2020: 'Where Tech Changes Business'
    Global Flexible Display Market Size to Increase at a CAGR of 28.1% Through 2025: GVR

    Copyright © 2019 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.