The beauty industry as we know it has evolved into a multi-billion dollar industry. Today, it takes more than knowledge of plants and minerals for beauty brands to rise to the top. The competitive nature of the beauty industry demands smart marketing from brands that want to prosper.
When identifying the most successful brands in the beauty industry, a commonality amongst these brands is that they understand and communicate well with their audiences. The combination of passion, expertise, accessibility and gratitude make a perfect recipe for social media marketing success. Every brand has a unique role to play and cultivating that role and the relationship between the brand and the consumer is increasingly important.
It can't be random and arbitrary. The product behavior, message and voice need to be consistent and supported by the product aesthetics. When this is done seamlessly, the consumer intuitively connects with the product. When it's patch-worked together, the consumer doesn't buy the product again – even if he or she can't tell you why. As Alisa Marie Beyer from the Beauty Company said, “Women form deeply emotional attachments to their beauty brands and products, and look for ones they can immediately identify as ‘for someone like me’. It is critical that brands understand and take these emotional bonds into account or they run the risk of being left behind. You have to get inside her head and her heart.”
With thousands of brands to choose from, modern women are increasingly savvy about their beauty product purchases. In the Digital Age, they can see what their friends like on Facebook, read the beauty buzz on Twitter, and consider the reviews found on their favorite beauty blogs and e-commerce sites. So, it takes more than simply being a beauty brand today; brands must find ways to smartly market to these beauty conscious women.
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