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Beauty Industry Market Insights 2023 (trends, industry report)

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Beauty Industry Market Insights 2023 (trends, industry report)

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In 2022, the beauty market-defined as skincare, fragrance, makeup, and haircare-generated approximately $430 billion in revenue. Today, beauty is on an upward trajectory across all categories. It has proven to be resilient amid global economic crises and in a turbulent macroeconomic environment. Beauty is now an industry that many people, from top-tier financiers to A-list celebrities, want to be a part of-and with good reason. Following a solid recovery since the height of the COVID-19 pandemic, the beauty market is expected to reach approximately $580 billion by 2027, growing by a projected 6 percent a year (Exhibit 1). This is in line with or slightly higher than other consumer segments such as apparel, footwear, eyewear, pet care, and food and beverages.

A dynamic segment that is ripe for disruption, the beauty industry will have reshaped itself around an expanding array of products, channels, and markets before this decade is over. Consumers, particularly younger generations, will spur this shift, as their own definitions of beauty morph while their perceptions of everything-from the meaning of sustainability and the role of influencers and key opinion leaders to the importance of self-care-evolve. Overall, beauty is expected to be characterized by "premiumization," with the premium beauty tier projected to grow at an annual rate of 8 percent (compared with 5 percent in mass beauty) between 2022 and 2027, as consumers trade up and increase their spending, especially in fragrance and makeup.

At the same time, we expect the landscape to become even more competitive, as a range of independent brands that successfully came to market over the past decade seek to scale and as new challengers emerge. Intensifying competition will prompt incumbent brands and retailers to change as well. In line with the trend-driven dynamics in the market, 42 percent of respondents to McKinsey's 2023 survey of consumers across China, France, Germany, Italy, the United Kingdom, and the United States say they enjoy trying new brands. Meanwhile, consumers are increasingly shopping across price points and report that both online and offline stores influence their shopping behavior. Their preference for omnichannel shopping is expected to continue to fuel legacy brands' shift online and independent labels' move into a brick-and-mortar presence.

E-commerce in beauty nearly quadrupled between 2015 and 2022, and its share now exceeds 20 percent, with significant runway ahead. This compares with a 2022 e-commerce share of approximately 30 percent in apparel and footwear, and around 65 percent in toys and games.

A number of factors have fueled e-commerce growth in beauty: the expansion of beauty offerings from online giants like Amazon in the United States and Tmall in China; the increased digital sophistication from direct-to-consumer players; the steadily growing significance of online for omnichannel retailers; and the proliferation of social selling, including livestreaming, in Asia. E-commerce is expected to continue to be the fastest-growing sales channel, at 12 percent per year between 2022 and 2027, but growth in traditional channels-including specialty retail, grocery retail, and drugstores-is expected to pick up postpandemic, as consumers' preference for omnichannel is partly driven by their continued desire for in-store discovery and trial of products (Exhibit 2). Department stores are expected to continue to lose market share globally.

Structural and competitive dynamics are shifting

Where to play will become just as important a question as how to win, given the changing underlying growth tailwinds. The changing dynamics will render the industry's largely homogenous global playbooks of the past decades less effective and require brands to reassess their global strategies and introduce greater nuance and tailoring.

Geographic diversification will become more essential than ever. It was just recently, for example, that brands could focus their footprints on the industry's two top countries: China and the United States. Both countries will remain mighty forces for the industry, with the beauty market expected to reach $96 billion in China and $114 billion in North America by 2027 (Exhibit 3).

But in both markets, growth will be harder to come by for individual brands, not least due to fierce local and foreign competition. Meanwhile, other countries and regions, including the Middle East and India, are ready to step into the limelight, offering distinct potential for specific categories and price tiers. The likely upshot is that many brands will align their geographic strategies to this new world order, which will require a variety of localized playbooks.

Across geographies, another growth opportunity will be products and services in the top tier of the pricing pyramid: the true luxury and ultraluxury beauty market has the potential to double, from around $20 billion today to around $40 billion by 2027.

Five disruptive themes

The next few years will be a dynamic time for the beauty industry, filled with opportunities and new challenges. Its high profitability, with EBITDA margins of up to 30 percent, will continue to attract new founders and investors to the space. With limited spots available on the beauty palette, successful brands will adapt to the changing rules of the game and secure a uniquely differentiated value proposition amid a saturated market and increasingly sophisticated consumers. Key dynamics will include the following:

The redrawing of the growth map. Slowing growth in China, along with increased local competition, means the country will no longer be a universal growth engine for the industry. As a result, the US market will become even more important, with strong growth, especially over the next few years. This market will become a competitive battleground for established brands and a potential green pasture for new entrants. The Middle East is expected to fuel growth over the same period, with India expected to emerge as a new hot spot in the longer term.

The rise of wellness. As consumers are increasingly engaging with beauty products and services to not only look good but also feel good, the lines between beauty and wellness are expected to continue blurring, with the combined opportunity representing close to $2 trillion globally for brands, retailers, and investors. Wellness-inspired products-such as skincare and makeup with probiotic and Ayurvedic ingredients, ingestible supplements, and beauty devices like LED face masks-have already captured the attention of consumers embracing greater self-care and mindfulness in their postpandemic daily routines. The melding of wellness and beauty will only become more pronounced in the years ahead, in line with an expected CAGR of 10 percent to 2027 for the wellness industry. This trend will represent an untapped opportunity for many, with first-mover advantage for the players that get it right.

The influence of Gen Z.Gen Zers scrutinize brands as part of their search for value. Nearly half of Gen Z respondents in our survey report conducting extensive research on product ingredients and their benefits before purchase, similar to millennials (and compared with only one-third of Gen Xers and one-fifth of baby boomers). Beyond product efficacy and transparency, Gen Zers demand that brands credibly stand for something. In addition to their focus on sustainability, diversity, and inclusion, Gen Zers greatly value brands that have an authentic and approachable image and a story that goes beyond products, and that welcome consumers into a wider community. Engaging with beauty products and services to feel good and express their authentic selves rather than adhering to specific cultural ideals, this cohort is challenging norms not only around the definition of physical beauty but also around gender and product categories.

The imperative to scale. While the past decade has seen a number of new and independent labels benefit from steadily lower barriers to entry, growth beyond a successful initial run to achieve meaningful scale remains elusive for many. Out of 46 brands founded in or after 2005 with global retail sales of $50 million to $200 million by 2017, only five exceeded $250 million in global retail sales five years later, in 2022. Only two achieved global retail sales of more than $750 million. To scale successfully, brands must focus on omnichannel expansion and internationalization. Category expansion appears to be most effective when a brand has grown to a certain size, and when the expansion enhances and protects the brand's unique value proposition.

The recalibration of M&A. Amid continuously increasing interest in the beauty industry from a variety of players-from "strategics" to private equity funds-M&A will continue to play a major role in the industry. As seen in recent years, conglomerates and financial investors alike will pursue deals to invest in promising brands. But dealmaking will not be the same as when cost of capital was low. In the near term, megadeals will likely be few and far between in response to market turbulence. In addition, criteria for M&A targets will shift from a focus on high-growth independent "brands of the moment" to brands with an innovative product pipeline and a demonstrated ability to grow profitably, sustainably, and over the long term.

The years ahead will offer all the right ingredients-from agile channel mixes to consumers eager to explore new products-for the beauty industry's continued growth. For beauty leaders and challengers alike, there will be plenty of opportunities to flourish, if they develop and execute tailored strategies that reflect the changing world of beauty.

Download the full report on which this article is based, The State of Fashion: Beauty (PDF-10MB).

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The beauty market in 2023: A special State of Fashion report

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The glow of the beauty industry has proved hard to resist, attracting many new companies and investors. Here are 5 disruptive trends for 2023 and beyond.

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Social proof - building trust in the beauty industry

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Social proof - building trust in the beauty industry

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Social proof appeals to the "wisdom of the crowd."

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As a business, it is a challenging feat to turn visitors into customers. Trust takes time, effort, and most importantly, social proof - one of the most powerful tools a business can use to build a strong relationship with potential customers.

Its impact on sales cannot be overstated. But what is social proof? And how can businesses in the beauty industry leverage it to their advantage?

At its core, social proof is a psychological concept that describes how the thoughts and actions of others often influence our decisions. We seek recommendations from friends and family or read reviews before purchasing anything. Social proof appeals to the "wisdom of the crowd."

In 2021, nearly 70% of online shoppers typically read between one and six customer reviews before making a purchasing decision. Less than one in 10 shoppers did not have a habit of reading customer reviews before buying, according to Statista.

And as for the beauty industry, reviews play a more important role. 92% of consumers say that reviews are a factor they consider when accessing a new beauty product they've never purchased before, according to the PowerReviews Meeting Beauty Shopper Digital Expectations in a Post-Pandemic World study - which is based on survey responses from 11,115 beauty shoppers across the United States.

For any beauty brand, the ultimate goal should be to create a loyal customer base. According to an article published in the Times of India, acquiring new clients is five times more expensive than retaining existing ones. So engaging with and retaining existing customers is critical to reducing costs and increasing profits.

Social proof is crucial in building customer confidence, particularly when purchasing beauty products. These products are often expensive and can produce sensitive results.

Beauty companies usually use social proof to increase online sales, which takes three primary forms - reviews, user-generated content, and FOMO (fear of missing out).

Reviews are a powerful marketing tool as consumers trust the opinions of their peers. User-generated content, such as product photo galleries and customer photo walls, allows brands to showcase their products in use and appeal to customers' aesthetic preferences. FOMO is created through scarcity and urgency tactics, such as limited-edition products or displaying the number of people currently viewing a product.

Now let us look at how businesses collect each of these social proofs and how these social proofs affect a business.

Businesses gather consumer feedback by rewarding reviews with discounts, freebies, or loyalty points. Additionally, reviews may be requested via transactional letters or social media prompts.

Consumers in Bangladesh frequently consult reviews while making purchases of beauty items. Unfavourable reviews discourage customers from purchasing; positive reviews may persuade them to try a new product.

Customer reviews for cosmetics are available on the Daraz Bangladesh web store. These reviews may convince other shoppers to make a purchase.

Zoya Cosmetics, a beauty company from Bangladesh, uses client testimonials on its website to demonstrate the dependability and efficacy of its goods.

Millions of people upload photos on social media for thousands of beauty companies daily. Customers who buy beauty products love to flaunt them. It helps the companies demonstrate how their products appear in actual use, encouraging their customers to use them.

For example, Bangladeshi beauty brand Aarong launched a campaign encouraging customers to share their experiences with their products on social media using the hashtag #AarongBeauty. Customers shared photos and reviews of the products they tried, which provided authentic and trustworthy reviews for other potential customers.

Another beauty brand Farsali Beauty gained significant visibility in Bangladesh through User-Generated Content (UGC). The brand's products became popular on social media, with customers sharing photos and videos of them using them and raving about their effectiveness, which helped to increase brand awareness and attract new customers.

Beauty buyers detest the idea of missing out and the possibility that someone else might acquire their desired products. People enjoy feeling special, and letting them know that the supply is running low is an excellent method to give them that feeling.

Businesses that display low stock levels on their web stores warn customers that they might only be able to purchase this unique product if they act quickly. Beauty brands in Bangladesh often release limited edition products to create a sense of urgency and exclusivity that can lead to FOMO among consumers.

For instance, due to high demand, the Bangladeshi beauty brand Nabila's limited-edition lipstick collection was sold out within hours of its release. Fit & Glow Beauty frequently uses Facebook and Instagram to showcase their latest products and offers, encouraging followers to buy them before they run out.

Social proof is a powerful tool that the beauty industry can use to build trust in potential customers and increase sales. By leveraging reviews, user-generated content, and FOMO, businesses can create a loyal customer base and increase profitability.

Maruf Ul Abedin is a student at the Department of Marketing, Jahangirnagar University.

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard.

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Social proof: The key to building trust and increasing sales in the beauty industry

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Social proof is crucial in building customer confidence, particularly in the beauty industry, as beauty products are often expensive and can produce sensitive results

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At the Internet Retailing Expo in Birmingham two weeks ago, I was delighted by the Imagen Insights panel consisting of one of its co-founders, Jay Richards , and two of its gen z community members. I learned how their community has proven very useful to companies like Amazon Prime for research about Gen Z. They also discussed new trends in buying behaviours and how businesses can keep up with this generation of customers. This was the third talk I attended about Gen Z in two days, and the consistent message across all of them was that this new generation of customers are attracted by:

Authenticity

Inclusive innovation

Challenges

Engage by being authentic
During the panel discussion, Fenty Beauty was highlighted as a company that successfully engages Gen Z. Yes, it's a celebrity brand-Fenty Beauty is by Rihanna-but that's not all. It's a company that appeals to the value-driven nature of Gen Z shoppers and aligns with their beliefs. These shoppers can tell when a brand is dishonest about its values. Craig Neale , a speaker from the previous day, referred to Gen Z as "the truth generation." Simply put, it's not enough for a brand to perform as though they care about a cause, they have to show it in their actions. Even brand owners themselves have to live authentically because they're being followed by digital natives on multiple social media platforms. Gen Z see the news as it's happening, especially if it's about the people behind brands they support.

Most importantly, brands should understand that they don't need to be everything at once. Authenticity is more easily achievable when a brand focuses on an issue it aligns with and then uses all its resources to support it. By making it clear why you support the cause you do, you will eventually gain a tribe of supporters. For example, at Nibble, we're passionate about sustainability and focused all of our April content around this theme. Simultaneously, we translated this content into an action; offering half-price fees to all businesses in the circular economy.
Attract with inclusive innovation
Gen z adores inclusive innovation, so when Fenty Beauty launched with 40+ foundation shades covering a variety of skin tones, it caught their attention and turned younger shoppers into instant brand evangelists. Nobody felt left out, and everybody was talking about it. The best part of this is that inclusivity is consistent with Rihanna - even her lingerie line Savage X Fenty has models of different sizes and abilities. This makes it easy to trust her intentions as a brand owner and reinforces her authenticity.

Whoever a brand's target market is, inclusive innovations are crucial in building a loyal following. Making sure all potential customers feel represented is key for brands to develop more personal connections.
Tap into word-of-mouth marketing with fun challenges
Gen Z loves a good challenge. Since TikTok took the world by storm, the word "challenge" has taken on a new meaning. To this generation, a challenge is a campaign that encourages them to do as they're instructed on video. When Fenty Beauty started the #SoStunna challenge , it aimed to get as many makeup enthusiasts to showcase their looks using Fenty Beauty products. Participants were rewarded by having their videos reposted on the official Fenty Beauty TikTok page, and the brand gained an impressive across all the content that was shared. 6 million views

Your company stands to profit a lot from being admired by Gen Z. Imagine how much your brand could make from a generation with . Even if they're not your direct customers, if your business caters to their parents, they still influence the household spending. This is a fact I hadn't considered until a spending power of approximately $360 Billion Wizz Selvey mentioned it in another panel at IRX.

IRX was a great conference to learn about what Gen Z really connects to, but don't worry if you missed it because we have a related webinar coming up soon and you can sign up here . We'll also be at ShopTalk Europe June 6 th -8 th . If you're going, be sure to say hello! If you can't make it, we'll post our favourite learnings from the conference right here on our blog! Stay tuned.

Interested in Nibble?

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IRX 2022: Why Gen Z admire brands like Fenty Beauty

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In this case study, we discuss how Fenty Beauty has successfully gained the admiration of Gen Z and how the brand is better for it

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Global Cosmetics Market Size, Trends and Demographics Analysis

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Global Cosmetics Market Size, Trends and Demographics Analysis

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The global cosmetics market size was valued at $380.2 billion in 2019, and is projected to reach $463.5 billion by 2027, registering a CAGR of 5.3% from 2021 to 2027. Presently, cosmetics have become an indispensable feature of modern lifestyle of individuals. In addition, growth in consciousness about external beauty along with individual's internal intellect has become one of the major driving factors for use of cosmetics in the global market. Presently, along with women, there is a rise in use of cosmetics among men in their daily routine, which complements growth of the global cosmetics market demand. Hence, such changing lifestyles, have led to growth of the global cosmetics market.

Manufacturers are changing their product branding and advertising strategies to accelerate their sales across various countries. Innovative strategies such as new product launches with natural ingredients and appealing packaging have been adopted by manufacturing companies to increase sales of their cosmetics products. As cosmetics have become an integral part of individual's lives, consumers, especially women, prefer to use cosmetics products, which are handy and easy to use while travelling or attending social meetings. Moreover, use of natural ingredients for manufacturing of cosmetics products, which does not have any adverse effect on skin, is a popular strategy of manufacturers to attract more customers. This also helps in increasing revenue of companies operating in this industry. Collectively, all strategies adopted by manufacturers drive the global cosmetics market. However, chemicals used in manufacturing of cosmetic products can harm an individual's skin or other parts of the body. In addition, application of cosmetic products on a daily basis could be dangerous for skin. Chemicals used as ingredients in cosmetic products can have many adverse side effects on skin. Long-term and extensive use of chemical rich shampoos, serums, and conditioners lead to heavy hair fall problems. Moreover, extensive use of color cosmetic products for eyes and lips can also cause many skin diseases and consequential health hazards. Therefore, increase in awareness of probable side effects of cosmetics and skin concerns among customers is an important factor that limits growth of the market as a whole.

The cosmetics industry has been segmented on the basis of category, gender, distribution channel, and region. On the basis of category, the market is divided into skin and sun care products, hair care products, deodorants & fragrances and makeup & color cosmetics. By gender, it is divided into men, women, and unisex. On the basis of distribution channel, it is categorized into hypermarkets/supermarkets, specialty stores, pharmacies, online sales channels, and others. Region wise, the market is studied across North America, Europe, Asia-Pacific, and LAMEA.

On the basis of category, the skin and sun care products segment constituted a major cosmetics market share in 2019; however, the deodorants & fragrances segment is projected to experience growth at the highest CAGR during the forecast period. Skin care products play a major role in daily healthcare regimen of individuals. Presently, rise in awareness about beauty and consciousness are the prominent factors that drive demand for skin care products.

Cosmetics Market By Category

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Skin and sun care products segment dominates the global market and is expected to retain its dominance throughout the forecast period.

On the basis of gender, the women segment led, in terms of the cosmetics market size in 2019, and is expected to continue to grow with robust CAGR during the cosmetics market forecast period. Convergence of advancements, beauty, and lifestyle propels growth of the market. Moreover, the cosmetics market across the globe has witnessed continues and sustained growth over years, owing to rise in beauty-conscious female population.

Cosmetics Market By Gender

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Unisex segment is expected to grow at a highest CAGR of 6.6% during the forecast period.

On the basis of distribution channel, the hypermarkets/supermarkets segment held a major share in the market in 2019, and is projected to remain dominant during the forecast period. Hypermarkets/supermarkets are gaining popularity, owing to availability of a broad range of consumer goods under a single roof, ample parking space, and convenient operation timings. Moreover, increase in urbanization, rise in working class population, and competitive pricing boosts popularity of hypermarkets in developed and the developing region.

Cosmetics Market By Distribution Channel

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Online Sales Channel segment is expected to grow at a highest CAGR of 7.6% during the forecast period.

The key players profiled in the cosmetics market report are Avon Products Inc., Kao Corporation, L'Oreal S.A., Oriflame Cosmetics S.A., Revlon, Inc., Shiseido Company Limited, Skin Food Co., Ltd., The Estee Lauder Companies Inc., and The Procter & Gamble Company and Unilever Plc.

Cosmetics Market By Region

Asia-Pacific dominates the market and is expected to grow with a CAGR of 6.5% during the forecast period
Covid-19 Impact Analysis

COVID-19 is an infectious disease that originated in Hubei province of the Wuhan city in China in late December 2020.

Cosmetics products manufacturers are switching their preference to produce hand sanitizers, cleaning agents, and personal care products, which have been gaining major demand during this pandemic.

The outbreak of the COVID-19 pandemic, manufacturers have increased social media advertisement of using herbal skin care products to reach a large consumer base.

Countries around the world imposed lockdowns, and curfews, which has hugely impacted lifestyles, health & wellbeing, and affected manufacturing industries.

Import and export restrictions on goods and quarantine and lockdown measures imposed by governments are key challenges exporters are facing during this pandemic.

Key Benefits For Stakeholders

This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the cosmetics market analysis from 2019 to 2027 to identify the prevailing market opportunities.

The market research is offered along with information related to key drivers, restraints, and cosmetics market opportunities.

Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.

In-depth analysis of the cosmetics market segmentation assists to determine the prevailing market opportunities.

Major countries in each region are mapped according to their revenue contribution to the global market industry.

Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the cosmetics market players.

The report includes analysis of regional as well as global cosmetics market trends, key players, market segments, application areas, and cosmetics market growth strategies.

Cosmetics Market Report Highlights

By CATEGORY

Skin & sun care products

Hair care products

Deodorants & fragrances

Makeup & color cosmetics

By Distribution Channel

Hypermarkets/Supermarkets

Specialty Stores

Pharmacies

Online sales channels

Other

By Region

North America (U.S., Canada, Mexico)

Europe (UK, Germany, France, Russia, Italy, Spain, Rest of Europe)

Asia-Pacific (China, Japan, India, Australia and New Zealand, South Korea, ASEAN, Rest of Asia-pacific)

LAMEA (Brazil, South Africa, Turkey, Saudi Arabia, Rest of LAMEA)

Key Market Players

SKIN FOOD CO., LTD., KAO CORPORATION, AVON PRODUCTS, INC, ORIFLAME COSMETICS S.A., THE PROCTER& GAMBLE COMPANY, REVLON, INC., UNILEVER PLC, SHISEIDO COMPANY, LIMITED, THE ESTEE LAUDER COMPANIES INC, L'ORÉAL S.A.

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Cosmetics Market Size, Share, Industry Trends & Analysis 2021-2027

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Cosmetics market projected to reach $463.5 billion by 2027, at a CAGR of 5.3% . Convergence of advancements, beauty, & lifestyle propels growth of the market.

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44.7% of beauty customers said that “reviews are their biggest influence in deciding to make a purchase from a specific brand”

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The social proof app, Fera.ai, breaks down how beauty brands leverage social proof and share a strategy you can easily implement.
The ultimate goal of any beauty brand should be to build a loyal customer base. You want to build a base of repeat purchases because acquiring a new customer can cost your company five times more than retaining an existing one.

Not only will your costs be lower when engaging an existing customer base, but increasing customer retention for your beauty brand means more revenue. When you improve your customer retention rate by 5% you will typically see an increase in profits from 25-95%!

Loyal customers are the bread and butter of most brands, and it is essential to cultivate repeat purchases. So, how can your beauty brand compete in a competitive marketplace?

You can improve your loyalty and bottom line by utilizing social proof on your website.

This post will go through how:

How successful beauty brands are using social proof

Big and small beauty brands are utilizing social proof to sell more online. These brands know that displaying social proof on their website helps visitors overcome their hesitation to buy.

Beauty shoppers are pretty critical of brands and sometimes won't trust them at first glance. Most shoppers are looking to see what other people have said about a product before they purchase.

What is social proof in the beauty world?

For beauty brands, social proof is all about establishing trust between you and your customers so that they feel better about buying your product. Social proof leverages the need for us to seek and act of advice from people who are similar to us when we aren't certain about the outcome.

44.7% of beauty customers said that " reviews are their biggest influence in deciding to make a purchase from a specific brand ", which was just behind referrals from a friend. That means that most of your shoppers are looking for reviews to make their decisions. And, you guessed it, reviews are a form of social proof!

The most popular types of social proof that beauty brands utilize are:

The reason these are the most popular social proof types is that this content helps customers answer questions like:

How beauty brands are using reviews

Every top beauty brand is gathering and displaying reviews to help them sell products. Ratings and reviews are one of the best ways to break down the trust barrier that first-time buyers may have. And, that is why you see top brands like NYX prominently displaying their ratings on product pages.

How beauty brands are using UGC

Beauty is all about, well, beautiful things! That's why lots of big brands know how important it is to showcase high-quality photos of their product in use. They do this by utilizing:

Big beauty brands know that their customers are obsessed with visuals and aesthetics and use social proof to show customers how good the products will look in real life.

How beauty brands are using FOMO

Fear of missing out, better known as FOMO is one of the most powerful tools that large brands and beauty marketplaces use to drive sales! Plenty of big brands create FOMO by creating these scenarios:

Lots of brands will create FOMO by :

The best beauty brands know that shoppers will be scared that they'll miss out on an amazing product if they wait too long!

How you can generate social proof like the big brands

Generating social proof should be what you focus on if you want to improve your sales.

While it can be daunting to think about competing with million and billion-dollar companies, don't sweat it. Gathering social proof is actually much easier than it seems. You just need the right systems and tools in place.

Gathering reviews

To generate reviews you have to ask and or incentivize!

There are a couple of tried and true incentives that you can use to gather reviews and testimonials like offering a

You don't always have to incentivize reviews. You can simply ask your customers. Make it easy for them to leave a review in one of your transactional emails. For example, when you ship their product you can say something like:

"Your package has shipped! When you get your mink eyelashes, don't forget to send us a photo or video of you unboxing them so we know you received (and love) them!"

Then two weeks after shipment, follow up with a request for a photo or review if they haven't already sent one. Don't be afraid to ask.

Gathering UGC

The best part about user-generated content is that it creates buzz and interest among current and future customers and you didn't have to do any of the work!

Using UGC helps your brand tell a story and connect emotionally with your customers. It also helps you show what your products look like in real life which helps your shopper imagine themselves in that scenario.

Millions of photos are uploaded daily for thousands of beauty brands without them even asking for it. Beauty customers LOVE to show off their purchases.

What you should be doing is setting up your own branded hashtag that people can use on social media.

When you do this, you can choose from an endless stream of UGC to use to generate more sales.

Your UGC strategy should look a little like this:

Come up with a creative (and unused) hashtag for your brand

Tell customers what hashtag they should be using when they upload their photos

Add it to your packaging

Mention it in your Instagram bio

Gather your user-generated content with a social proof app

Curate and display your images and show them off on

Rinse and repeat.

Give your customers an incentive to post UGC (like loyalty points)

Offer to feature them on your social media

Create a fun contest or giveaway using your branded hashtag

A great example of gathering user-generated content is from Essential Oils Lab. On their packaging, they ask their customers to take a photo of them with their essential oils and email it to the brand in exchange for a free product.

This works! Even I took a photo, sent it in, and got a free Jojoba oil. Needless to say, I have purchased from them again and will continue to.

Creating FOMO

To create FOMO on your website

Show your stock levels

Use a countdown timer for time-limited sales

Not only do beauty shoppers hate the thought of missing out, they also dislike the thought that someone else may get it instead of them. People like to feel exclusive and a great way to elicit that feeling is to let people know that stock is running out!

When you show low stock levels on your online store, it tells your shopper that if they don't buy now, they may never get this great product again.

On your website, if you are running a specific promo for a product, consider adding a countdown timer to your product page. You can try running a promotion on Facebook to bring awareness to the sale and drive them to a page that displays the time left for the deal. When your shoppers feel like time is running out, they are more likely to purchase your product!

Social proof creates loyalty: Loyalty creates social proof

Think of social proof and loyalty as a two way street with your customers driving content your way on one side and you driving incentives to encourage loyalty on the other side.

If you want to drive social proof, you should be doing everything you can to

1. Encourage your customers to share your product

2. Create an emotional connection with you

3. Engage with you on social media

The easiest way to do that is to create a robust loyalty and referral program where you show customers what you have in common and demonstrate that you care.

Running a loyalty program to retain customers

If you want to retain your customers, you should seriously consider running a loyalty program that incentivizes your customers to provide you with a constant stream of social proof.

You can set up a program that gives people points that they can redeem for cash or products when they

When you encourage the creation of UGC with a loyalty program, you will naturally see customer retention rise. You'll notice that using these two things in tandem will help you to create a " viral loop" where your customers feel compelled to talk about your product and encourage other people to check you out.

Wrapping it all up

Driving social proof with a loyalty program is the best way to create a viral loop that keeps customers coming back and helps you to acquire new customers through your existing ones. Demonstrating social proof on your website is an authentic way to market your beauty product and connect with your audience.

If you want to learn more about adding a social proof app to your ecommerce store, make sure you visit Fera.ai! You can try adding social proof like the big beauty brands on your website for free with a 30-day trial.

About The Author

Jameela is the owner of the Shopify store Alora Boutique and the Marketing Manager at Fera Commerce. You can find her on the interwebs on LinkedIn and Instagram.

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How Beauty Brands Create Lifetime Customers | LoyaltyLion

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Learn how beauty and cosmetics brands are leveraging social proof to attract new customers and retain the ones that matter most.

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Do you want to know how social proof can be used to increase awareness and trust in your beauty brands' genuine commitment to inclusivity among women aged 18-34?

For beauty brands, social proof is all about establishing trust between you and your customers so that they feel better about buying your product. Social proof leverages the need for us to seek and act off advice from people who are similar to us when we aren’t certain about the outcome (Loyalty Lion, 2020).

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Theory- Beauty blogger selfies to convey consumer authenticity

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Theory- Beauty blogger selfies to convey consumer authenticity

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Beauty blogger selfies as authenticating practices

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Beauty blogger selfies as authenticating practices - Author: Valerie Gannon, Andrea Prothero

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Social proof definition (increasing awareness)

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Social proof definition (increasing awareness)

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Social proof, the idea that people follow others' actions, is key to building credibility and establishing trust with prospects.

Online reviews are a powerful form of social proof, with 86% of businesses considering verified reviews critical in their purchase decisions, according to 2023 Software Buying Trends.

The psychological foundation of social proof lies in three key aspects:

Conformity. People usually want to fit in and follow the crowd to gain acceptance.

Belonging. People are more likely to take action if it aligns with their values and beliefs.

Trust. People trust the opinions of others while making decisions, especially in uncertain situations.

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Earning the trust of potential customers is a make-or-break factor for software providers looking to grow their business. Social proof, the idea that people follow others' actions, is key to building credibility and establishing trust with prospects.

Online reviews are a powerful form of social proof, with 86% of businesses considering verified reviews critical in their purchase decisions, according to 2023 Software Buying Trends.

Using social proof in your marketing campaigns can demonstrate the value of your products or services through the authentic experiences of your customers. This article will explore the impact of social proof and offer actionable tips so you can resonate with potential customers.

What is social proof?

Social proof is the idea that people make decisions based on the actions and opinions of others. In other words, if someone sees a group of people doing something, they are more likely to follow.

The psychological foundation of social proof lies in three key aspects:

Conformity. People usually want to fit in and follow the crowd to gain acceptance.

Belonging. People are more likely to take action if it aligns with their values and beliefs.

Trust. People trust the opinions of others while making decisions, especially in uncertain situations.

A quick tip: Use these three aspects to connect better with your target audience and drive more conversions. Make sure that the social proof you use is genuine (like actual customer reviews), relevant (to your product or service), and timely (it should be up to date).

Why social proof matters: The influence on prospects and decision-making

Let's say a customer is looking for new customer relationship management (CRM) software and is considering two options. One product has an average of 4.8 stars, while the other has lower. Which one would they choose? Chances are, they'll pick the former because other buyers say it's the better option.

This is a prime example of why social proof matters in marketing - it can influence prospects' decisions and ensure they choose your product over your competitors. But that's not all. As a persuasive tool, social proof can help you:

Build trust and credibility. Social proof shows potential customers that your product is reliable and trustworthy, thus increasing their confidence in you.

Increase conversions and sales. You can use social proof to encourage people to take action, such as making a purchase. If they see that others have made the purchase and are happy with it, they will be more likely to do the same.

Overcome skepticism and doubt. People tend to be skeptical of new products and services, so social proof can help alleviate their doubts. It shows them that others have taken the plunge and are satisfied with the results.

6 types of social proof that make a difference

Once you understand what social proof is and why it matters, you need to identify the right types of social proof for your business to maximize its effectiveness. Here are six impactful types of social proof to consider:

1. Customer reviews

Customer reviews are ratings and feedback left by customers about their experience with your product or service. When potential customers see positive reviews, it helps build trust and credibility, thus increasing the likelihood of conversions. Besides, reviews can provide valuable feedback that can help you improve your product or service.

Where to use customer reviews to amplify your marketing impact:
As per Gartner Digital Markets' 2023 SMB Software Buying Trends Survey, 41% of buyers consider customer reviews and ratings the most used content type while making a software purchase. Make sure to prioritize customer reviews for maximum impact.

2. Awards and recognitions

Awards and recognitions serve as an external validation of your product or service's quality and performance. When your company or product receives accolades from industry experts, associations, or media outlets, it boosts your brand's credibility and authority. Showcasing these achievements can help you gain the trust of potential customers and increase conversion rates.

Where to use awards and recognitions to amplify your marketing impact:
When prospects notice that your brand has been recognized for its excellence, their confidence in your products or services is likely to increase. This heightened trust can ultimately lead to more purchases.

Here's how to do it:

Apply for relevant awards and recognitions in your industry.

Create a dedicated section on your website to showcase your accolades.

Promote your awards and recognitions consistently across various channels.

Plan for submissions to upcoming awards and recognitions in your industry.

3. Case studies

Customer success stories are in-depth accounts of how customers used your product or service and the results they achieved. They provide valuable details that help prospects understand how your product works and the positive impact it can make. They can help you build credibility, increase conversions and foster customer relationships.

Where to use case studies to amplify your marketing impact:

Share these on social media, your blog, and other channels

Create a specific section on your website for case studies

Include case studies in sales and marketing emails

Add a link to the case study on product pages

Use them in presentations

According to Gartner research, over 90% of case studies do not contain the necessary components to pique the interest of prospects and customers. It's critical to make your case studies engaging with a client-focused narrative.

4. User-generated content (UGC)

UGC refers to any form of content, such as pictures, videos, comments, or stories created by your customers. UGC showcases real-life experiences and opinions of actual users, which can be considered more trustworthy than your own content. Also, UGC can be leveraged in various ways, including your website, blog, and social media posts.

Where to use UGC to amplify your marketing impact:
When surveying customers about the type of content they prefer to see from brands on social media, 43% expressed interest in content generated by individuals who use the brand. This includes reviews, demos, unboxing, tutorials, and Q&As.

5. Influencer and celebrity endorsements

When well-known personalities promote your products or services through social media, TV, print media, or other channels, it can boost your sales and increase brand visibility. Influencers and celebrities have large followings and the potential to change people's perceptions of your product.

Where to use influencer and celebrity endorsement to amplify your marketing impact:
According to our survey, 25% of buyers drop a software provider after negative (or no) opinions from influencers. This shows the power of influencer marketing. Including it in your marketing strategy can make all the difference.

Here's how to do it:

Identify relevant influencers and celebrities in your industry.

Create a shortlist of the ones that you'd like to work with.

Reach out to them and explain the benefits of working with you.

Design an appealing endorsement campaign to get maximum reach.

Monitor the performance of your influencer campaigns and identify areas of improvement.

6. Product integrations

Product integrations involve collaborating with other brands or products to create a seamless user experience. These partnerships show that other reputable companies trust and value your product or service enough to integrate it into their own offering. Examples of product integrations include software integrations, co-branded products, and joint promotions.

Where to use product integrations to amplify your marketing impact:
By actively promoting your product integrations, you seize a fantastic opportunity to attract more customers and increase brand loyalty. That's why you need to have a clear strategy in place to ensure that promoting product integrations are included in your marketing mix.

Start gathering social proof

There you have it. Now that you know what social proof is, why it's important, and six impactful types of social proof you can use to amplify your marketing impact, it's time to start promoting your own testimonials, reviews, UGC, influencer endorsements, and product integrations.

To start, leverage our review collection service, which makes it easy to build a trusted reputation by collecting verified user reviews and increasing visibility on search engines. Begin today and watch your business grow through social proof!

Shubham Gupta
Shubham Gupta is a Content Writer at Gartner Digital Markets who ideates and creates purpose-driven content to help modern technology businesses achieve their goals. Outside of work, he enjoys reading thriller novels and Urdu poetry, as well as spending time with his dog. Connect with Shubham on LinkedIn.

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Sources:

1. 4 Mistakes That Ruin Case Studies for Tech CEOs, Gartner

2. Digital IQ Index: Auto 2022, Gartner

Connect to millions of in-market software buyers around the globe with our all-encompassing suite of marketing services.

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What Is Social Proof? How to Harness Its Power for Marketing Success

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Understand the power of social proof and learn how your business can use it for unparalleled success.

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Theories - Informational social influence, normative social influence (conformity), digitalisation, influencing sustainable/pro-environmental consumer behaviours.

Models - Brand ethics/reputation, certification, customer reviews, crowdsourced bestsellers, user-generated content and ratings, social media and celebrity endorsement, personal recommendations, live availability and viewing updates, travel blogs and social sharing sign ups.

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Through the powers of Social Media and its constant evolution, every brand has the chance to run an impactful beauty marketing campaign. The path to great results and ROI is to thoughtfully choose the right social channels to support your strategy, depending on your messaging, goals, and target audience.

With the global beauty industry generating over $500 billion in sales per year according to McKinsey, and a global pandemic that has shifted our consumption habits to a much more digital space, there's no excuse to not be capitalizing on Social Media's best tools and trends to reinforce your Beauty Marketing strategy. Creating online experiences has become the number one goal for beauty brands - something that Antonia Baildam, Beauty Brand Partnerships at TikTok, stated during our Performance Summit 2020 event. But the most important thing to do before building these experiences or betting on one channel or another is to define your goals.

Whichever goals your brand may have, such as increasing brand awareness, driving traffic to your website, generating new leads, growing revenue, boosting brand engagement, or building a community around your business, there are some aspects that you must take into account when deciding what's the best platform for your beauty marketing strategy.
So what factors do you need to consider for your beauty marketing campaign on Social Media? And how do they influence what channels you should choose?
Why beauty brands need Social Media

Makeup, body creams, hair sprays, and perfumes - beauty products such as these all rely on a visual medium to be best showcased. Therefore, it's no surprise that our New Beauty Rules report that we published at the end of last year revealed that the visually-dominating platform Instagram is by far the most valuable platform for beauty companies, as 85% of professionals named this as one of their best-performing channels.

So it's clear that Instagram will be long considered a key social platform for beauty brands - but different formats of content resonate on different channels. Activations on YouTube, for example, can drive sales and convert consumers into a community, so it's important to deliver personalized content to targeted, niche audiences through carefully selected social platforms.

Showing off your brand's personality through social mediums also gives beauty consumers a chance to build rapport and relate to the messaging, increasing overall brand awareness.

Encouraging followers to participate in the conversation surrounding your beauty campaign is key for customer engagement. Promoting call-to-actions like sharing, commenting, and clicking-through can also increase traffic to your e-commerce site, simply put - the benefits are endless, as Social Media platforms can activate an audience and customer base.

How to start defining your Beauty Marketing strategy for Social Media

The Top 5 Social Media channels to consider for your beauty industry marketing brand strategy

INSTAGRAM

Instagram is nothing short of a juggernaut, a social channel made for mobiles with a powerful visual appeal and around one billion monthly active users, most of which are Millennials. So for brands aiming to connect with a younger audience, Instagram can't be overlooked. With additional Live and Story features with swipe-up link capabilities to your e-commerce sites, it's perfect for showcasing beauty products and developing a visual brand identity that will generate awareness and leads.

The platform is very buyer-friendly, which means beauty marketing campaigners can post captivating visual content within the in-app shop to generate sales. Another key advantage to promotion on Instagram is its reputation for highly effective Influencer leveraged marketing. The commitment to invest in Influencers across the board is clear, with brands set to spend up to $15 billion on Influencer marketing by 2022.

To build trust, credibility, and relationships within the beauty community on Instagram, many brands shell out big dollars for collaborations with Influencers. Fenty Beauty by Rihanna has had one of the biggest impacts on the industry since it launched in 2017 and is known for promoting inclusivity, and not only utilizing the face of its ultra-famous founder but also a range of Mega to Micro-Influencers.

Despite an All-star Influencer supported launch campaign, it is now common practice for Fenty Beauty to regularly feature Micro-Influencers on their feed, reposting their photos sporting Fenty products. Micro-Influencers are gaining popularity within beauty marketing campaigns on Instagram, undoubtedly due to the sense of authenticity that this kind of Influencer provides to their niche following, rather than solely the voice of the brand itself. These Micro-Influencers can also count on some extra followers if they showcase Fenty Beauty products and end up on their feed.
Check out our to learn everything you need to know about how to sell your product on Instagram.
TIKTOK

For a Beauty Marketing campaign that can be quickly illustrated in a short format and aims to capture the attention of a mainly Gen Z audience, there is no better social platform than TikTok. The increasingly popular video-sharing app with 100 million daily active users is known for trendy dances, comedy skits, and viral moments, while its algorithm allows brands to use tools like hashtags to make a long-lasting impact in a short space of time.

The value and power of a viral TikTok video in a Beauty Marketing strategy is undeniable. That was evident in 2020, when e.l.f. Cosmetics celebrated for a second time one of their TikTok challenges going viral, generating more than 1 billion views. The brand's first #eyeslipsface challenge set the record for the most viral campaign in TikTok U.S history , and the second, branded #elfMagicAct, had users showcasing the brand's Poreless Putty Primer, making it shoot to the top spot for Primer sales in the U.S.

With results like these, many beauty and personal care brands that cater to a young audience could be capitalizing on TikTok's connection to those consumers by increasing brand awareness and boosting brand engagement in a fun way that doesn't feel like traditional advertising for the consumers.

YOUTUBE

For beauty brands that want to build Thought leadership as a means to convert loyal followers into leads and sales, then YouTube has a lot to offer. The video platform is a particular favorite in the beauty community, allowing brands and Influencers to go in-depth on product reviews and tutorials.

To cut through the noise and get noticed, many brands look to YouTube to truly showcase their product in action - something a static image, billboard, or even a 30-second video ad simply can't do. But keep in mind that the platform is heavily creative, so a dedicated video team to maintain the flow of educational and useful content is vital.

We can't look to YouTube without mentioning one of the platform's biggest beauty vloggers, Jeffrey Star, who is the tenth highest-Paid YouTuber , boasting 16.5 million subscribers and nearly 2.5 billion views . Star has built a cult-like following on his channel, with brands vying to get featured and reviewed on his video series: "...Is it Jeffrey Star Approved?".

For starting new b eauty lines, viral product launches, and generating awareness for your beauty brand, using both own brand-generated as well as leveraging Influencer collaborated YouTube videos can boost a Beauty Marketing campaign to reach both hyper-targeted as well as mass loyal audiences of beauty subscribers.

FACEBOOK

According to Vogue Business , despite plenty of Social Media buzz around Instagram and TikTok, " for word-of-mouth marketing, Facebook groups are proving a potent tool for beauty brands."

On the biggest social platform in the world, with 2.7 billion users evenly spread across most age groups 18-54 years, many beauty brands have attracted tens of thousands of members in their groups, creating space for unfiltered, honest, and therefore a highly valuable feedback source. In the environment of a Facebook group, customers who are invested in a brand or beauty in general, have decided to join and participate, posting their thoughts, reviews, and criticisms for other like-minded people.

It isn't often that marketers get the chance to freely observe these interactions and then participate themselves. The resulting information gathered can be crucial to determining the next step of your Beauty Marketing campaign and product development.

TWITTER

For beauty brands that seek to increase consumer participation, clicks, likes, and garner customer information, then Twitter as a social platform is particularly useful. Starting conversations, engaging followers, and making a #trendingtopic for a Beauty Marketing campaign is very possible - no matter how big or small a brand's following may be.

The platform is popular for its short updates, high follower engagement, re-tweets, link-sharing, polls, and #hashtags. However, this means that for brands who aren't as focused on building a strong brand voice and instead rely primarily on visuals, Twitter may not be the top option.

Important conversation topics swirling around the #TwitterBeauty sphere allows anyone to chime in, and many of its majority Millennial user base like to get involved. Twitter's 2020 Beauty Report states that users or brands "do not need to have massive reach to get in on the conversation or make an impact," and revealed that "94% of the #BeautyTwitter community is made up of beauty fans."

Brands that have a special message to share can also utilize Twitter's reputation for being a conversation hub on polarizing topics among its 187 million daily active users. LGBTQ+ Influencers often take to Twitter to celebrate authenticity and affect change, in addition to marking pop culture moments. Many Black beauty Influencers are leading the conversation around skincare on Twitter, as well as haircare with the #NaturalHair discussion, which embraces loving your hair in its natural state.

ALL BODIES ARE GOOD BODIES 💜 https://t.co/OjUdVynp8I

- ColourPop Cosmetics (@ColourPopCo) July 17, 2019

The challenge beauty brands like ColourPop Cosmetics will continue to face is how to bridge a connection with consumers and maintain their online space for one-on-one conversations with the masses. The advancement of Social Media and ever-increasing participation from users mean that from Instagram to YouTube and all in between, social channels are where beauty brands can go to connect with their loyal followers and be seen by new ones.

Compared to traditional advertising, Social Media channels like those mentioned above give beauty marketers an incomparable platform for promoting specialized content which is designed to be noticed, engaged with, and later measured for maximum results.
Download our report The New Beauty Rules for more stats and insights informing the future of Beauty Marketing Strategies.

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Beauty Marketing Tips I: How to choose the right Social Media channels for your strategy

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Through the powers of Social Media and its constant evolution, every brand has the chance to run an impactful beauty marketing campaign. The path to great

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Beauty brand Media Impact Value (MIV) for owned media

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Beauty brand Media Impact Value (MIV) for owned media

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Word of Mouth - As seen on TikTok (Gen Z audience)

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Word of Mouth - As seen on TikTok (Gen Z audience)

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Fenty Beauty by Rihanna was created with promise of inclusion for all women. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. Browse our foundation line, lip colors, and so much more.

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Research

We analyzed over 7 million Tweets to unbox four key trends in the beauty conversation on Twitter. Here's what marketers should know.

2020 has upended just about every part of our lives, including our beauty routines. We're in the midst of long-lasting shifts in behaviors and trends, from the way we take care of ourselves and present ourselves to the world (over video chats, with masks on) to who we seek inspiration from and what we value from our beauty icons. Even before the pandemic, as topics like self-care, mental health, and diverse representation became part of the zeitgeist, the tides were turning on the thinking that beauty is just skin deep, resulting in the diverse conversation we see on Twitter today.

We wanted to dive deeper into the world of #BeautyTwitter in today's context. We wondered: which topics are leading the conversation, who are the voices really making waves and driving change, and how do the best marketers use Twitter to connect with passionate beauty fans?

We teamed up with our partners at Sprinklr to help us analyze more than 7 million Tweets in the beauty conversation, including trending hashtags and top beauty influencers, creators, and brands. The result? Twitter's first-ever beauty insights report, The beauty in Twitter, for marketers. Here are some key themes and takeaways:

#BeautyTwitter is open to all

When you think of who's leading the beauty conversation you may picture big names and well-known faces, but anyone can be part of #BeautyTwitter. In fact, 94% of the #BeautyTwitter community is made up of everyday beauty fans and up-and-coming influencers who are sharing their perspectives on the platform. ¹ Brands can jump into the millions of beauty-related conversations across hundreds of topics happening around the world every day.

#BeautyTwitter is real vs. ideal

On Twitter, it's not about getting the perfect angle, shot, or selfie. Authenticity and honesty in beauty is #BeautyTwitter's strength. In the first six months of 2020, there was a 23% increase in conversation around natural beauty and people were celebrating seeing a more natural side of themselves and the people around them. ² Influencers and creators turn to Twitter to get real-time feedback, share their perspectives, and have fun connecting with the community.

#BeautyTwitter celebrates diverse communities

#BeautyTwitter is full of lively conversation about skin, hair, makeup, and nails, but the most engaging influencers, brands, and fans engage in conversations beyond the latest products and trends. Twitter is where diversity in beauty is celebrated and impactful. The most influential voices have strong points of view and celebrate their full lived experiences on the platform.

Beauty brands are stepping up their game

Brands are developing cult-like followings in their own respect thanks to sharp listening skills and ultra humanlike approaches to their Twitter presence. The new guard of beauty brands join in on the daily conversation - they cultivate their unique voices and behave like content publishers. ColourPop Cosmetics shed some insight:

Our approach for Twitter content is completely different from our other platforms. We're focused on content that's relatable and that can start up a conversation. The Twitter community is as authentic as they come, especially the beauty community on Twitter. They know what they like and don't like, and are 100% honest with us.

Beauty may be in the eye of the beholder, but there is little debate that the biggest takeaway for marketers is that Twitter is where beauty talks. Head to Sprinklr to learn more about how this report was made and to get even more insights.
Rachel Koppes (@rachelkoppes) is a senior creator partner manager at Twitter who drives impactful partnerships with some of the most follow-worthy beauty creators on the platform. Her team is responsible for amplifying creator voices and helping foster creativity, conversation, and connections with brands and fans alike.

Sources:

1. Sprinklr data, Global, English only. 7/2019-7/2020. Retrieved July 2020.
2. Twitter internal data. US only. Time frame: 1/1/20-6/30/20. Data retrieved July 2020.

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We analyzed over 7 million Tweets to unbox four key trends in the beauty conversation on Twitter. Here's what marketers should know.

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Influencer spending of global beauty cosmetics industry

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Influencer spending of global beauty cosmetics industry

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Influencer spend of beauty brands 2022 | Statista

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In the second half of 2022, micro-influencers accounted for 7.7 percent of the influencer Media Impact Value (MIV®) of the beauty industry.

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Celebrity Endorsements - Shop Rihanna's favourite products

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Celebrity Endorsements - Shop Rihanna's favourite products

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Rihanna's it-list for Fenty Beauty makeup. Discover Rihanna's favorite makeup picks & create a look that's all your own. Fenty Beauty

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FENTY BEAUTY IS COMING TO HONG KONG, MACAU, SEOUL, AND JEJU

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User-Generated Content - Fenty Beauty House for TikTok creators

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User-Generated Content - Fenty Beauty House for TikTok creators

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Educational Content - Makeup Artistry Talk with Rihanna

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Educational Content - Makeup Artistry Talk with Rihanna

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ARTISTRY & BEAUTY TALK WITH RIHANNA | FENTY BEAUTY

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Gloss Bomb Universal Lip Luminizer - Fenty Glow

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Shop Fenty Beauty's Gloss Bomb Universal Lip Luminizer. Gloss Bomb delivers explosive shine in one perfect rose nude shade handpicked by Rihanna herself.

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The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.

2022 Young Ones - Young Ones ADC

School FIT Advertising & Digital Design / New York City

Category

Advertising / Out of Home: Poster

Description

Many beauty brands are labeled diverse, but only a few are committed to inclusivity. Fenty Beauty aims to be a brand that is inclusive across all skin tones. The brand sets a standard to have an extended range of foundation shades to accommodate a wider variety of people. Fenty Beauty connects emotionally with everyone that loves makeup and redefines what inclusivity means in the beauty industry.

2022 Awards

Total Points: 1

College / University

Professor / Instructor

Joseph Staluppi

FIT Advertising & Digital Design / New York City

Credits

Related Awards

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Fenty Beauty | Fenty Beauty For All, Annual ID: YO22_A119M, Award: Student Merit , Category: Young Ones ADC - Advertising / Out of Home: Poster

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Social media marketing in cosmetics industry

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Social media marketing in cosmetics industry

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Managing Director TERRITORY Influence Consumer Perspective , a leading full-service influencer marketing agency activating 4 Mio creators for brands in Europe.
The beauty and cosmetic industry was not only an early adopter of social media marketing but also social influencers. Beauty brands were among the first to believe in the power of social influence and made it a central part of their marketing strategy, so let's look at some reasons why influencer marketing is so powerful for this product category.

Consumers increasingly scroll social media for inspiration - be it from their friends, influencers or brands they follow. As confirmed in a recent study (download required), 42% of 18- to 24-year-olds are inspired by social media when it comes to makeup. And there is indeed a lot of beauty content to be seen across all major social platforms.

For better or worse, social media has amplified the importance of outer appearance, especially with the selfie phenomenon taking hold of Instagram during the last decade. Consequently, millions of people show off their latest hair cuts, beard styles and beauty routines. In fact, the beauty hashtag dominates Instagram with more than 490 million entries. Moreover, 86% of the top 200 beauty videos on YouTube were created by users, not brands.
Influencer Perspective
Recommendations and reviews from fellow consumers or our personal circle are often the ones that influence us the most. According to MSLK, user-generated photos are trusted seven times more than traditional advertising. Seeing real people like us giving tips and sharing their "beauty secrets" not only creates trust in the brand but also a sense of peer pressure and FOMO. In addition to being some of the most impactful content, user-generated content costs the brand nothing and is available in high quantity across multiple channels.

Of course, consumers also follow beauty influencers. A recent study by Harvard Business School found that 62% of women follow beauty influencers on social media. Content creators were also ranked highest in terms of influencing beauty product purchasing decisions, followed by third-party product reviews and beauty professionals.

Some social influencers have developed very powerful communities through the years that enable them to really influence the beauty industry. Take the example of Bianca Classen of BibisBeautyPalace. She's one of the most famous German influencers with 7.8 million followers on Instagram and is able to spark nationwide trends with her beauty tips and tutorials.
Platform Perspective
The most powerful influencers have grown from being supporters of beauty brands to creating their own limited edition cosmetics line or becoming beauty entrepreneurs. For instance, Emily Weiss launched her beauty blog "Into The Gloss" as a side project in 2010, turned into a full-time professional influencer in 2013 after her blog reached a million monthly readers and eventually launched her own direct-to-consumer beauty platform Glossier.com in October of 2014.

Kylie Jenner was a famous celebrity and social media star with millions of followers years before launching Kylie Cosmetics' famous matte liquid lipsticks, which eventually turned into a huge beauty business. Selling a 51% stake of her brand to Coty in 2019, turned Kylie into one of the youngest self-made billionaires.

Instagram is still the most valuable social app for beauty brands with 90% of all beauty-related posts in 2020 published on the platform. With options to integrate links to brands' websites or e-commerce shops, it is a great place to showcase beauty products to younger target audiences. Instagram is also the number one platform for influencers to display their content and engage with their audiences through makeup looks, video tutorials, giveaways, etc.
Brand Perspective
With more than 2 billion monthly users YouTube remains a key channel for beauty brands - especially thanks to the popularity of its how-to videos and product tutorials. The pandemic, however, did speed up the trend toward short-form videos, as demonstrated by the rise of TikTok. With more than 100 million daily users - most of them from Gen Z - and a unique algorithm that encourages virality, TikTok has emerged as a major platform for beauty brands. That was evident in 2020, when e.l.f. Cosmetics' #eyeslipsface challenge set the TikTok record for the most viral campaign in the United States with more than 1 billion views.

Even if they are not yet the primary sales channel for beauty brands, social platforms are increasingly offering tools that enable consumers to shop directly on their platforms, via social catalogs, shoppable pins or an integrated call to action. More and more beauty brands are also launching social shopping features or pilots. The top 20 global beauty manufacturers generate only 14% of sales in e-commerce, but that's changing. As it does, the growth of influencer marketing will only accelerate, since brands selling on social platforms mostly turn to influencers to boost traffic or host live shopping events.

According to a GWI report (download required), for the first time ever, younger consumers have discovered more brands via advertising on social apps than any other media. So it's no surprise that beauty brands are increasingly shifting their advertising to social media platforms, where they are one of the most successful product categories. In fact, a report by Launch Metrics (download required) found that 85% of marketing professionals named Instagram as one of their best-performing channels. With consumers spending more time on social media with their beloved content creators, beauty brands are increasingly contracting beauty influencers to engage with their target audiences. For example, beauty giant Estée Lauder is already spending 75% of its marketing budget on collaborations with social influencers.

In conclusion, it is no secret that influencer marketing has become a key success factor for beauty and cosmetic brands across their entire marketing funnel. From raising awareness and growing communities of brand lovers to generating e-commerce traffic and increasing sales in traditional retail, the opportunities appear limitless.

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

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Council Post: Why Social Media Marketing Will Only Become More Popular In The Beauty Industry In 2022

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Influencer marketing has become a key success factor for beauty and cosmetic brands across their entire marketing funnel.

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Transparent Communication of Commitment to Sustainability Development Goals (inclusivity)

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Transparent Communication of Commitment to Sustainability Development Goals (inclusivity)

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Sustainability is the way forward for the cosmetics industry

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Sustainability is the way forward for the cosmetics industry

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Beauty’s Big Makeover: Why It’s Time To Make Lasting Change In 2022

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Outform’s research shows 85% of beauty-product purchases were made in-store across all age groups, even by Gen Z and Millennials, who did 60% of their shopping in bricks-and- mortar stores.

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Consumer Survey: The Changing Face of the Beauty Shopper - PowerReviews

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How today’s consumers are shopping for beauty products in the midst of the COVID-19 pandemic, according to research of 10,000+ shoppers.

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Sustainable strategies for the cosmetics industry

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Sustainable strategies for the cosmetics industry

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Assessing packaging may be the most obvious place to start. At MASAMI, we use recyclable packaging but we've gone one step further to make refillable ceramic bottles and refill pouches to begin to eliminate much of the plastic altogether. There are great examples of packaging innovation in deodorant, cosmetics and skincare with refillable options - and also some interesting packaging materials that are now being used to replace plastic ( like algae and bamboo).

Making it easy for consumers to know how to properly recycle your products is helpful as well. If you can afford it, TerraCycle is a great option to ensure your products and packaging won't end up in the landfill, but you can also direct consumers to places like Target that offer recycling stations in their stores.

Also, if you are a DTC brand, don't forget about shipping which can be a "hidden" source of pollution. Use the smallest shipping boxes you can to minimize paper waste and help conserve the resources that go into manufacturing packaging. Be mindful of what you use as packaging materials (ideally, no plastic or hard-to-recycle materials) as well as any marketing materials you include. As for shipping, there are also "green" shipping partners like Sendle that can help you offset your carbon impact.

ENSURING SAFE AND SUSTAINABLE FORMULAS

Of course, you should also take steps to ensure your formulas are as sustainable as possible and free from any toxic ingredients that can harm human and environmental health. You might be surprised that the vast majority of beauty products on the market still contain toxic ingredients. We follow EU standards which are much stricter than those of the US ( over 1300 cosmetic ingredients are banned in the EU versus just 11 in the US). You can start by creating your own standard and definition of "clean beauty" to determine your approach to ingredient assessment and at least eliminate the ones that pretty much everyone agrees upon (sulfates, parabens, and phthalates).

JOINING SUSTAINABILITY AND CERTIFICATION PROGRAMS

Beyond your actual product manufacturing, there are other things you can be doing to get smarter about your sustainability efforts.

We are part of Impact Collective by Greenprint, which helps brands (especially small brands like ours) offset their carbon, plastic, energy or water impact. We participate in the carbon and plastic programs and it's a great, turnkey way to mitigate our footprint. They provide transparency into the programs that you are a part of so that you can feel good about cleaning up plastic waste in India or other specific countries. It's a great way to extend your efforts into making meaningful change.

We also love the Green Business Bureau's sustainability certification and the tangible steps it provides for evaluating your energy consumption, your water waste and even things like recycling your business supplies (printer cartridges for example). You'll be surprised how many simple steps you can take - it just requires a bit of mindfulness and planning.

If you take the approach that many small steps can lead to big changes, you'll find that there are many things you can do across your supply chain to eliminate and reduce waste and improve environmental sustainability in the beauty industry.

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Environmental Sustainability in the Beauty Industry: Key Areas For Beauty Brands to Tackle

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Learn about key target areas of environmental sustainability in the beauty industry.

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YSL Beauty has extended its Abuse is Not Love campaign with a new initiative Mistaken for Love to highlight the signs of intimate partner violence L'Oréal brand, YSL Beauty, is dedicated to educating two million people around the world on intimate partner violence...

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The British Beauty Council's Sustainable Beauty Coalition launches the Planet Positive Beauty Guide to help consumers avoid "greenwashed" products. : The British Beauty Council

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Beauty consumers are more conscious of their purchasing choices now than ever before, yet many beauty brands continue to "greenwash" shoppers by making misleading claims about the sustainability of their [...]

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RMS Beauty | Groundbreaking clean beauty since 2009.

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RMS Beauty offers natural makeup & skincare made with organic ingredients. Shop the full line including our Living Luminizer, UnCoverup Concealer, Liplights Cream Lip Gloss, and more clean beauty must haves.

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Most obviously, beauty brands and retailers know they've been put on notice about greenwashing and that there will be legal repercussions if their claims fail to comply come the New Year. It's worth noting that the CMA has specifically called out beauty amongst key focus industries for its own investigation.

But besides the threat of legal action, the Green Claims Code is a very empowering guide for brands. Many who have made great strides on reducing their social and environmental impact have previously been reluctant to share this publicly because of the lack of a "blueprint" for how to communicate this progress. The Green Claims Code gives marketers a practical checklist for making environmental claims-by preventing the green-hush effect [companies hiding sustainability efforts due to fear of public criticism], it will drive confident brand transparency amongst legitimately "green" businesses.
What does this regulation mean for the future of not just clean beauty but the beauty industry in general?
Brands will have to stop dressing up legal obligations as product benefits. In the UK/EU, we often see "clean" beauty brands promoting the absence of harmful chemicals and ingredients that are in fact legally prohibited. One of the implications of the Green Claims Code is that brands will have to stop marketing their products with these claims.

As a more general point, the Green Claims Code promotes the importance of clearly defined claims and substantiation. Without explaining and proving their claims, beauty brands will no longer be able to market products as "organic" or "carbon neutral"-they'll need to define these terms and deliver the evidence.
Do you see this kind of reinforcement catching on globally? If not, what factors stand in the way of its adoption?
I expect environmental claims to be targeted more and more by regulators across the world. We're seeing a number of European bodies start to take action, and in the US, a growing number of lawsuits has prompted intervention from advertising trade bodies.

There will, however, be differences in the strength of standards from country to country, and of course, it remains to be seen how they will be enforced. As each country rolls out its own framework for sustainability claims, navigating the legislation map will become a big challenge for brands. But guides like the Green Claims Code will help global brands translate the reality of their supply chain into language that's recognizable to shoppers in that geography.

It's also worth remembering that legislation responds to the industry-both shoppers and brands. As global expectations around corporate sustainability evolve, so will legislation-and we're already seeing this with China revisiting its rules on animal testing.
Should the clamping down on misleading claims also extend further into the beauty industry to include all brands, not just green/clean ones?
Absolutely. The Green Claims Code applies to all organisations making environmental claims, so it will affect brands for whom sustainability is a core value as well as brands that have made less progress on mitigating their impact to date.

But as I see it, protecting future brand value in the beauty industry depends on establishing and clearly articulating their "green" credentials. According to British Beauty Council research, 88% of consumers want brands to do more to help them make a difference and 86% want information about ingredient supply chains. With this in mind, I think the question to consider is less about whether legislation applies to all brands, and more to do with whether brands will be able to maintain relevance in the absence of an ambitious and clearly communicated sustainability strategy.

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Tackling Greenwashing in Beauty With Blockchain Technology

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Most obviously, beauty brands and retailers know they've been put on notice about greenwashing and that there will be legal repercussions if their claims fail to comply come the New Year. It's worth noting that the CMA has specifically called out beauty amongst key focus industries for its own investigation.

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Diversity and Inclusion in the Beauty and Cosmetic Advertising and its Impact on Corporate Reputation

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Diversity and Inclusion in the Beauty and Cosmetic Advertising and its Impact on Corporate Reputation

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Inclusivity is more than an extensive shade range

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Inclusivity is more than an extensive shade range

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Fenty Beauty, the brainchild of global superstar Rihanna, stormed the beauty industry in 2017, revolutionizing the way cosmetics are marketed and sold. With its approach to inclusivity and nonconformity, Fenty Beauty disrupted the status quo, challenging traditional beauty standards and setting a new benchmark for other brands to follow. Fenty Beauty's launch in 2017 marked a watershed moment for the beauty world, as it showcased a groundbreaking foundation line with an unprecedented 40 shades catering to a diverse range of skin tones.

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Rihanna's involvement and passion for inclusivity propelled Fenty Beauty to become more than just a cosmetics brand; it became a symbol of empowerment for individuals of all backgrounds. By daring to go against the grain, Fenty Beauty proved that a luxury brand can simultaneously embrace both edginess and sophistication, challenging the conventional notion of exclusivity. As we delve into the depths of Fenty Beauty's marketing brilliance, we will uncover the strategies that catapulted it to stardom and explore the ripple effect it created, inspiring other beauty brands to embrace diversity and embrace change, but first, let's get to know its history.

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The Shifting Landscape of the 2010s

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Before delving into Fenty Beauty's strategy, let's set the stage with a glimpse into the macroeconomic and cultural trends of the 2010s. The past decade in America witnessed significant social change, marked by movements for inclusivity and individual freedoms. As more Americans deviated from traditional norms, social conversations around race, gender, and sexual identity took center stage, paving the way for brands to embrace diversity and authenticity. In this evolving landscape, Fenty Beauty's emphasis on inclusivity and nonconformity resonated deeply, aligning perfectly with the societal shift towards acceptance and diversity.

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Fenty Beauty's Marketing Strategy Revealed

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Fenty Beauty's Chief Marketing Officer attributed the brand's success to three key strategies: exclude no one, let values inform the process, and show, don't tell. From the very beginning, Rihanna's vision for Fenty Beauty was crystal clear - to cater to everyone, irrespective of skin tone or ethnicity. In a market dominated by a limited range of shades, Fenty Beauty launched 40 foundation shades, emphasizing inclusivity in a way no other brand had done before.

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To achieve its vision of inclusivity, Fenty Beauty made a bold move by releasing 40 foundation shades right from its debut, shattering the industry's norms. Rihanna's dedication to catering to all skin tones and undertones was evident, and the well-crafted nuance of each shade became a testament to the brand's commitment to representation. In addition to its diverse shade range, Fenty Beauty also chose to let its values inform the entire process of brand creation. The brand was sincere in its acceptance of all people and embraced diversity both in its product offerings and its marketing campaigns. Rihanna's track record of advocating for social issues further reinforced the brand's authenticity and message. Rather than relying on conventional marketing tactics, Fenty Beauty opted to show, not tell. The brand used Rihanna's strong online presence and social media platforms to convey its luxurious image, emphasizing the importance of authenticity and real interactions with consumers. Through YouTube tutorials, social media campaigns, and behind-the-scenes glimpses, Fenty Beauty engaged its audience and created a sense of community.

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By combining these three strategies, Fenty Beauty successfully redefined the beauty industry's standards and set a new benchmark for inclusivity and nonconformity. The brand's impact extended far beyond cosmetics, sparking a global movement known as the "Fenty Effect," which challenged other beauty brands to follow suit and embrace diversity in their offerings. Fenty Beauty's approach to marketing will undoubtedly be remembered as a groundbreaking moment in the history of the beauty industry.

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Innovative Product Launch and Authenticity

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Choosing to launch with a foundation, a rather safe product such as a lip kit, in the cosmetics industry, Fenty Beauty's bold move paid off immensely. The brand's foundation range catered not only to different skin tones but also to various undertones, catering to the diverse needs of consumers. Fenty Beauty's marketing campaign highlighted authenticity and real-life representation, using models of all races, sizes, and backgrounds. This sincerity struck a chord with consumers, earning the brand's admiration and loyalty.

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Fenty Beauty's decision to launch with a foundation was a calculated risk that set it apart from traditional beauty brands. By focusing on creating a diverse range of foundation shades that matched various undertones, the brand demonstrated a genuine commitment to inclusivity and representation.

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In contrast to the polished and airbrushed images commonly associated with beauty advertisements, Fenty Beauty opted for authenticity and real-life representation. The brand's choice to feature models of different races, sizes, and backgrounds in its marketing campaigns resonated with consumers, making them feel seen and valued.

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This emphasis on authenticity and inclusivity not only earned Fenty Beauty a dedicated following but also inspired a cultural shift within the beauty industry. The brand's approach showed that beauty should be about embracing individuality and celebrating diversity, ultimately paving the way for other brands to follow suit.

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The Fenty Effect and Industry-Wide Change

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The impact of Fenty Beauty's launch was so significant that it sparked what is now known as the "Fenty Effect." Other beauty brands were compelled to follow suit, expanding their shade ranges and promoting inclusivity in their marketing. The brand's commitment to diversity set a new standard for the industry, challenging conventional norms and making beauty accessible to all. This industry-wide change signalled a shift towards greater inclusivity and representation, breaking away from the conventional beauty standards that had been upheld for decades. Fenty Beauty's commitment to diversity not only transformed its brand but also set a new benchmark for beauty companies worldwide, inspiring a more inclusive and accepting beauty landscape.

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Leveraging Social Media and Entertainment

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Fenty Beauty's social media strategy played a pivotal role in its success. Rihanna's strong online presence, combined with creative product launches and engaging tutorials, garnered immense consumer interaction and boosted the brand's popularity. The brand leveraged social media to stay connected with consumers and to showcase the diversity and versatility of its products. Fenty Beauty's 10M social media presence allowed the brand to connect with consumers on a personal level and showcase the versatility of its products. Rihanna's active engagement on social media, along with the brand's innovative product launches and tutorials, created a captivating online experience that resonated with consumers and fueled the brand's popularity. By leveraging social media as a platform for creativity, interaction, and trendiness, Fenty Beauty solidified its position as a market-driving brand in the beauty industry.

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Affordable Luxury and Future Prospects

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Fenty Beauty positioned itself as an accessible luxury brand, offering high-quality products at a price point that appealed to a broad audience. This unique blend of luxury and inclusivity ensured that consumers felt special and valued when using Fenty Beauty products. The brand's continued success in the future will depend on how it maintains its luxury image while expanding its distribution channels and product offerings.

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Fenty Beauty's ability to strike the balance between luxury and accessibility allowed it to capture a wide consumer base and solidify its position as a game-changer in the beauty industry. By maintaining a reputation for high-quality products and genuine inclusivity, the brand established a loyal customer following that continues to support its growth. As Fenty Beauty looks ahead, its prospects will depend on its capacity to adapt to evolving consumer trends, expand its global reach, and innovate in ways that uphold its commitment to diversity and authenticity. With Rihanna's visionary leadership and the brand's already proven track record, the world eagerly anticipates what groundbreaking strides Fenty Beauty will make next in the beauty sphere.

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Fenty Beauty's commitment to affordable luxury went beyond makeup, as the brand ventured into new product categories, including skincare and fragrance lines. Building on the success of its makeup range, Fenty Beauty launched a series of innovative skincare products designed to cater to a diverse range of skin types and concerns. From cleansers and moisturizers to serums and masks, the brand's skincare line emphasized the importance of self-care and empowerment through a personalized beauty routine.

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Moreover, Fenty Beauty made an impactful entry into the fragrance market by introducing a fragrance that embraced the brand's values of individuality. The fragrance showcased a variety of scent undertones that were breaking away from the traditional scene. By doing so, Fenty Beauty once again challenged norms and demonstrated its dedication to promoting a more inclusive and authentic beauty experience.

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The expansion into skincare and fragrance not only broadened the brand's product offerings but also allowed Fenty Beauty to reach an even wider audience. By maintaining the ethos of accessible luxury, the brand continued to provide high-quality products that consumers could incorporate into their everyday lives. Fenty Beauty's foray into skincare and fragrance exemplified its adaptability and foresight, setting the stage for further growth and prosperity in the ever-evolving beauty market.

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Celebrity and Influencer Endorsement

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Fenty Beauty leveraged the power of celebrity endorsements to create buzz and attract attention. Rihanna's involvement in the brand and her genuine passion for inclusivity resonated with consumers and added credibility to Fenty Beauty's mission. Fenty Beauty collaborated with beauty influencers and makeup artists to showcase its products and create buzz among their dedicated followers with Youtube review videos, and Tiktok tutorials featuring Fenty products. These influencers demonstrated the versatility and effectiveness of Fenty Beauty products through tutorials and reviews, further solidifying the brand's reputation.

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The strategic use of celebrity endorsements and influencer collaborations allowed Fenty Beauty to tap into a vast audience of loyal fans and beauty enthusiasts. Rihanna's iconic status and authentic connection to the brand elevated Fenty Beauty's appeal, drawing in consumers who admired her artistic vision and commitment to diversity. By partnering with influential makeup artists and beauty gurus, Fenty Beauty expanded its reach to niche communities and gained credibility through word-of-mouth marketing.

The brand's choice to collaborate with influencers who shared its values of inclusivity and self-expression ensured that the message resonated with their audiences authentically. Fenty Beauty's products became a part of viral makeup challenges, trends, and online conversations, further solidifying the brand's position as a leader in the beauty industry. Through celebrity and influencer partnerships, Fenty Beauty was not only able to drive immediate sales but also cultivate a community of advocates who continue to champion the brand's values and products.

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Global Expansion

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Fenty Beauty strategically expanded its reach by shipping products to 137 countries worldwide. The global expansion of Fenty Beauty allowed the brand to break geographical barriers and tap into diverse markets with unique beauty needs. By shipping products to 137 countries, Fenty Beauty demonstrated its commitment to serving a global audience and catering to the beauty aspirations of people from various cultural backgrounds. This expansion not only bolstered the brand's revenue streams but also contributed to its cultural influence, solidifying its status as a trailblazer in the cosmetics industry on a worldwide scale. As Fenty Beauty continues to embrace diversity and accessibility, its global presence is poised to shape the beauty landscape for years to come.

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Collaborations with Retailers

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Fenty Beauty partnered with major retailers like Sephora and Ulta Beauty, leveraging their existing customer base and in-store presence to increase brand visibility and accessibility.

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The strategic collaborations with retailers like Sephora and Ulta Beauty proved instrumental in Fenty Beauty's rapid ascent in the beauty market. By aligning with established and reputable beauty retailers, Fenty Beauty gained access to a vast network of brick-and-mortar stores, expanding its physical presence and making its products readily available to a broader audience. These partnerships not only boosted sales but also helped Fenty Beauty foster lasting relationships with consumers through personalized in-store experiences and expert beauty consultations.

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Influential Awards and Recognition

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The brand's products received critical acclaim and won several prestigious beauty awards, further boosting its reputation and credibility within the industry. Fenty Beauty's innovative products garnered widespread recognition and appreciation from beauty experts and influencers alike. The brand's Pro Filt'r Soft Matte Longwear Foundation, in particular, received accolades for its extensive shade range and flawless finish. These influential awards solidified Fenty Beauty's position as a frontrunner in the cosmetics industry and demonstrated its commitment to excellence and quality. The recognition also provided valuable marketing opportunities, allowing the brand to showcase its award-winning products and gain even more traction in the competitive beauty market.

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Fenty Beauty's marketing strategy will go down in history as a masterclass in inclusivity and nonconformity. By daring to break the beauty industry's mould and setting new standards, the brand has made a lasting impact on the cosmetics industry. As consumers increasingly demand authentic representation and diversity, Fenty Beauty's groundbreaking approach will continue to shape the future of beauty marketing and inspire other brands to embrace inclusivity wholeheartedly.

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Breaking Barriers: Fenty Beauty's Marketing Strategy Case Study | Brand Vision

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Fenty Beauty, the brainchild of global superstar Rihanna, stormed the beauty industry in 2017, revolutionizing the way cosmetics are marketed and sold.