Eli Chapman, CMO of Celtra11.24.21
E-commerce has taken the beauty industry by storm. Even amidst the challenges of COVID, digital and social media and new product innovations like personalized hair color at home, have made great strides in attracting beauty shoppers and generating revenue.
In fact, a new survey from Celtra revealed that more than half (54%) of beauty shoppers are comfortable purchasing beauty products digitally without trying them on post-pandemic.
However, new brands and offerings are emerging every day, and opportunities to engage with consumers are fragmenting and proliferating. The manual creative processes brands lean on are not suitable for today’s oversaturated digital market and consumer demands.
According to survey findings, 63% of consumers find beauty brands’ ads, promotions and social posts to be repetitive.
4 Strategies To Consider To Grow Ecommerce
So, what can brands do?
Beauty brands must rethink their advertising production processes to maintain branding and increase creative and messaging impact across all stages of the funnel.Ecommerce growth means now is the time to build valuable, lasting experiences for shoppers. To do so, beauty brands should consider the following strategies.
Performance Branding
Every impression is a brand impression, so be careful that your performance ads aren’t hurting your image. Product ads with white backgrounds can communicate the wrong message and turn off your prospects.Look to carry over strong visual elements from brand and consideration campaigns into performance. And keep your branding consistent. You’ve invested in brand and design, don’t sacrifice that investment in conversion moments.
Personalization
More than half (64%) of consumers believe brands are doing a good job at personalizing campaigns to meet their interests. Shoppers recognize growth in customized content, and brands should not stop there.As the holiday shopping season approaches, look for ways to make your message and creative assets feel relevant. Be playful, but stay on brand. You have data and insights that can tell the right story - bring it to life by imagining the contexts they’ll experience the content and ads in.
Create a spreadsheet grid with copy variations based on moments and the audiences you know you have. Test and learn to see what works.
Localization
As beauty brands enter new markets, their digital marketing must preserve branding consistency to ensure recognition and instill trust. Still, content needs to incorporate local nuances in order to resonate with shoppers from different regions.Celtra’s beauty study found that half of the shoppers polled have stronger loyalty to beauty brands that localize creative content to their regions and current events. Brands must remember that the same ad simply won’t work across all global audiences.
Content Variety
With content consumption at an all-time high, brands need to diversify the beauty marketing they deploy. Beauty marketers should be prepared to invest in a variety of content initiatives, as almost half of shoppers want to see educational make-up tutorials or demonstrations, and nearly a third want to see interactive ads, according to our survey.The Bottom Line: Rethink Your Content Strategy
Beauty brands are positioned to transform their business by growing brand equity and driving revenue digitally.But to do so, they need to rethink how creative content is produced, scaled, managed, and launched across markets.
With the rise of direct to consumer products and the accelerated adoption of e-commerce, beauty brands have more opportunities than ever before to engage with consumers and acquire loyal customers.
Today, content cannot miss the mark. It must align with cultural events and brands’ target demographics – which will ultimately be the key in differentiating the leaders from the laggers. According to Celtra, 51% of marketers are already adopting automation.
To get ahead of the ever-growing content needs, evaluating your tech stack and investing into creative automation software is one way to effectively respond to beauty shoppers’ expectations on brand content and creative.