According to Lucintel the global beauty market will be worth $265 billion by 2017. Both mens’s and women’s products are increasingly in-demand and consumers are looking to brands in the industry to transform their lives by making them feel as good as they possibly can. Content is an increasing way that brands can help their consumers learn how to use their products and demonstrating the effects their product can have. It makes absolute sense that if a brand can make their consumers feel beautiful and the reach of content is huge this will inspire consumers to connect, engage and advocate.
We have collected 5 top beauty brands that are standing out by surprising and delighting consumers through innovation and genuine conversation with their unique social voices. They have shown us the way forward in breaking through the noise and reminding us how to persuade consumers that your brand is still worthy of loyalty and investment:
1. Lux:
Lux is famous for its superior fragrances and luxurious products, leading to its number one branded spot as the best-selling soap bar in the world. An iconic brand that has over 90 years of heritage – including some of the world’s most beautiful stars as its ambassadors like Audrey Hepburn and Elizabeth Taylor. Lux continues to be successful through its history of positive association with suppliers; providing quality raw materials and driving its vision of entering even more key beauty markets worldwide. It also continues to work with regional stars and leading ladies of today.
We have recently helped Lux to create content for it’s new content platform House Of Lux, launched last week. The site and strategy created by SapientNitro contains rooms that evoke different feelings - confident, sassy, glamourous, flirty, alluring, bold etc. User-generated content will feature heavily – it looks great!
600 million women all over the world regularly use Lux’s superior and trusted products and this is partially due to Lux’s keen engagement with female celebrity endorsements as a method of promoting the brand. It is thought that over 400 world famous actresses have had the pleasure of being the face of Lux at some point over its global journey. The brand endures all beauty brand competition through its outstanding vibe of femininity.
2. Charlotte Tilbury:
Charlotte Tilbury has mastered a rare skill of interacting with women on a more personal level, rather than just selling her products. She aims to change and inspire women’s lives through her makeup design and advice. After beginning her career at the Glauca Rossi School of Makeup in London, she has since gone on to work with some incredible beauty role models such as the famous photographer, Mario Testino and popular designers including Stella McCartney.
Some major highlights of her career include her featured post in Vogue Paris in 2013 and working alongside some of the hottest female celebrity icons such as Kate Moss. Her impressive background career has worked wonders for her brand and she now has her own YouTube channel providing make-up tutorials and new video releases of her upcoming campaigns. She also runs her own blog that assists with her close interaction with followers online. Charlotte’s powerful marketing strategies and design techniques make you genuinely believe as a consumer in the power of makeup and beauty.
3. L’Oreal: 
L’Oreal is a hugely well establishes and trusted beauty brand, boasting incredible brand loyalty and terrific repeat levels of business. Some of the key features of the brand are its empowerment and aspiration. The company promotes itself as more than just a cosmetic and beauty brand but as a source of strength and confidence for its consumers and always leaves them with a positive outlook on L’Oreal as a whole. It also makes a conscious effort to sponsor events such as Project Runway; engaging in high prominence events or fashion shows has given L’O real the perfect opportunity to establish itself as a unique and quality beauty brand.
L’Oreal has opened up to a whole host of new marketing opportunities based around educating its consumers. Today, the L’Oreal site features how-to makeup tutorial videos which are proving to be great complement to print and television for the brand. By providing consumers with facts and product information, it is essentially acting as promotional tool as well as attracting new users. Video in general seems to be working well for brand because it’s all so visual. A noteworthy content play by L’Oreal is ‘Destination Beauty’, which has spiralled to the top claiming YouTube’s No.1 spot as its beauty channel partner.
4. DollarShaveClub:
DollarShaveClub have caused a huge stir with the perfect execution of its laugh-out-loud video on Youtube. The brand spent $4,500 on a film that resulted in them getting 9.5 million views and an overwhelming response on multiple social media platforms. This viral video was not only watched, enjoyed and shared but it also went on to receive tributes from The Webby Awards. The one and a half minute long video proves that if you reach out to your target audience in the right way using the best platforms to shine, you can still turn heads in an age where there is hardly any envelope left to push. By nurturing just one channel and pitching its voice accurately, DollarShaveClub has spread its brand personality across a number of networks in a very short and impressive space of time.
5. Estee Lauder:
Estee Lauder owns several of the most digitally-forward brands in the beauty category and has been highly successful in its recent promotional activities. The brand is one of many cosmetic companies that has clocked on to the content marketing power of blogs. In 2012, Estee Lauder appointed Emily Shuman, an influential beauty blogger, as its social media and digital guest editor. Emily has managed to cultivate a mass of followers online and her website gets over 120,000 hits every day. The blog allows users to interact with the brand on a more personal level through its engaging, informative and relevant feel.
As well as this, Estee Lauder is re-launching its Advanced Night Repair serum campaign through a digital magazine on Flipboard. Users are able to access special content created by Estee Lauder to publicise its product further. The brand partnered with Hearst Magazines Digital Media and integrated communications agency OMD to create editorial content to be paired with advertisements exclusive to the app. The hope is that more consumers will start to ‘reflip’ and share its content online in order to sell more Advanced Night Reapir serum.
In the beauty industry, the experience at the point-of-sale remains the most important aspect of its consumer interaction. It is at this point that sales are either won or lost, brands start to come to life and where the seeds of loyalty are planted. Our 5 favourite chosen beauty brands have managed to differentiate themselves in a crowded and highly competitive environment. They all know what matters the most to their consumers and let their voices be shaped by those they are targeting. Without a distinguishable voice, brands get ignored so it is vital they are specific in what they want their customers to feel and experience. As well as this, these beauty brands understand all of the aspects that impact on their brand performance and then adapt their content accordingly. It’s also essential that brands are consistent across all of their distribution channels and use the platforms that will be most beneficial to them as a unique and valuable brand.
These are just some of the best beauty brand secrets that we have learnt from our favourite beauty brands from 2013, can you think of any we have missed? Also, check out our article featuring the best beauty bloggers in the world right now.
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