THE BEAUTY AND COSMETICS SECTOR IS THE ONE THAT HAS PROBABLY UNDERGONE A MAJOR CHANGE WITH ALL THIS PHENOMENON OF INFLUENCE MARKETING.
Because in this sector several components are united: it is a very experiential industry, in which we not only want to buy and try new products, but learn to use them effectively ; and on the other hand, for many brands the so-called Y generation or ‘millennial’ born with an Ipad, a smartphone or a computer under the arm, The habits of consultation, purchase, and interaction of this generation have been transferred to the network and not only that, but the frenetic speed that governs this space, causes brands to be in a permanent update on new channels, content formats, trends, etc.
This week we have organized #TechBeautyBrunch in our series of ‘Tech Events’. A ‘brunch’ attended by about 20 professionals from the beauty and cosmetics sector and that allowed us to comment, discuss and learn from other colleagues, the trends around marketing influence in this industry. On this occasion also, we have some very creative guests: Good Rebels. Marta Bernabé, Digital Consultant accompanied us to present some of the campaigns that have led to her agency.
Do you want to know more about what was commented along this #TechBeautyBrunch? Below you will find the presentations used during the event, the photographs of it and here I leave you, in a summary way, the 3 keys that we talked about in this event to work with Influencers in the beauty sector :
CAPTURE THE ATTENTION OF THE ‘MILLENIAL’ GENERATION
For many the term, ‘millennial’ simply refers to a generational change that implies new habits of consumption, behavior, communication … However, for the brands of the beauty sector the ‘millennials’ are those new 100% digital consumers which, According to a Mintel study, they spend much more time trying personal care products than previous generations.
This generation looks for tips and tricks beyond the products, and here is the relevance of the famous «Influencers». According to the report ‘ Digital Makeover: The Social Video Beauty Ecosystem ‘, beauty brands occupy a mere 2.6% of the conversation on YouTube. However, 86% of the most popular beauty videos on YouTube were produced by Influencers or independent content generators.
Do you need any other reason to convince yourself of the importance of working with these content producers so close to your objective audience …? ?
BENCHMARK AND FOLLOW-UP: KEYS TO IDENTIFY TRENDS AND CUSTOMIZE YOUR ACTIONS
The question is no longer just: who are the most appropriate Influencers for a campaign? Influencer marketing has gone much further and now we can even anticipate the needs of our potential consumers through a constant benchmark or follow-up on everything that these online opinion leaders say.
I give you a clear example of this practice: imagine that your brand is developing new options for a new line of black ‘eyeliner’. The monitoring of this keyword linked to those publications of Influencers that get a great engagement or scope will allow you to identify needs, interests or even trends that a posteriori you can incorporate not only in your marketing strategy but also in the own development or evolution of the product.
The ‘forecasting’ through Influencers is increasingly common in the sectors of fashion and beauty that need to be aware of the new trends that now evolve within channels such as Instagram, YouTube, Facebook or Twitter. I leave in this chart the 5 ways to take advantage of monitoring if you are a brand of the beauty sector :
Trend Forecasting: Identify trends in the use of products, fashions or needs through the conversation and publications of Influencers
Influencer Identification: Capture new opinion leaders with reach, audience or engagement potential with whom to collaborate.
Content Mapping: Identify content needs by my audience.
Product Insights: Obtain useful information for the development of new product lines that can satisfy the needs of my audience or potential consumers.
Brand Monitoring: Track all mentions about my brand in social networks, media, and blogs. This will serve as a ‘clipping’ of impacts, but at the same time, it will allow you to analyze everything that is said about your brand to control your reputation.
CREATIVITY TO STAND OUT IN YOUR CAMPAIGNS WITH BEAUTY BLOGGERS AND INFLUENCERS
Finally, we must not forget the existing competitiveness in the sector, as well as the need to generate real engagement with our Influencers. It’s not just about working for a campaign and then forgetting about that Instagrammer, blogger or Youtuber, but we need to turn those opinion leaders into true ambassadors of our brand.
According to a survey by Bloglovin’, 61% of women who consume beauty and cosmetics products are not attracted or “convinced” by publications that seem “forced” or excessively oriented towards pure advertising.
Therefore, in addition to taking care of the quality of our product, the creativity and originality of the contents and campaigns that we carry out with Influencers are of vital importance. Marta Bernabé from Good Rebels told us several interesting cases of campaigns that have been carried out by the agency. One of them, the one developed for Kiehl’s with the Association of Cremaholics Anonymous managed to capture the attention of many “cremaholics” or addicts to creams that nevertheless require a boost or help when it comes to applying and using them. Influencers like Pablo Rivero, Manuela Velasco or Isabel Sanz offer through a microsite of the «association» small tips to help all those «cremaholics» in their day-to-day care.
You already have some of the keys to be effective, creative and effective in your next campaigns with Beauty Influencers. We are sure that you are 100% prepared to work with the most suitable leaders for your brand, but just in case, we leave you a video of those with which you should never end up doing camapañas …