DIGITAL MARKETING: HOW TOP BEAUTY BRANDS STAND OUT

When it comes to beauty brands, there’s good news: the demand for digital content has never been higher, or more accessible for consumers.

Research from Pew shows that women are more likely than men to use social networking sites and blogs, and that 74 percent of women are on social networks.

The beauty brands galaxy

Digital marketing has presented beauty brands with opportunities where other industries face challenges – it’s easier to create an engaging video tutorial for a hair product than to do the same for computer hardware.

Social networks offer brands the opportunity to wow consumers with a variety of content, from blogs and infographics to microcontent and video. This vertical’s online content has had a spotlight on it since the success and proliferation of the Dove Real Beauty campaign, where marketers developed culturally relevant, highly shareable content that addressed the interests and concerns of the beauty brand demographic – real female consumers.

An image of Dove Real Beauty Campaign

New digital and social platforms offer an ever-widening array of opportunities to reach new audiences and to re-engage existing ones, ultimately building two-way conversations that drive sales, engagement, and brand awareness; in addition to helping brands differentiate themselves from competitors.

Beauty brands are also ahead of other industries when it comes to niche targeting and innovative, cutting-edge visual marketing.

Though it’s true that other verticals can capitalize on the opportunities digital presents, the ubiquitous use of visual tools like Instagram and the staggering influence of beauty bloggers means that it’s crucial for beauty brands to take advantage of new social and digital advances in marketing.

Next posts will cover the content marketing strategies that five best-in-class beauty brands are using right now to engage their audiences online, both through proprietary platforms and in social media. Premium products can be a difficult sell in a tough economy, but each of these brands succeeds in providing content that keeps their customer base engaged and ready to convert readership into sales.