The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.

1. D I G I T A L M A R K E T I N G S T R A T E G Y F O R
L O V E B E A U T Y A N D P L A N E T
P R E P A R E D B Y A B H I S H E K S I N H A
D A T E - 5 T H A P R I L ’ 2 0 2 1
E M A I L I D – A B H I J I M 2 9 @ G M A I L . C O M | M O B I L E - + 9 1 8 8 0 0 2 6 7 0 0 3

2. M A R K E T I N G
O B J E C T I V E
I M P R O V E B R A N D V I S I B I L I T Y
A N D D R I V E O N L I N E S A L E
F O R ‘ L O V E B E A U T Y A N D
P L A N E T ’ P R O D U C T S

3. C O N T E N T
Understanding the Beauty Shopping Journey of the Connected Consumer
How to choose the right channel for marketing Love Beauty and Planet
Detailed Media Budget Planning for Love Beauty and Planet
Strategy on Search Engine
• Collaborate with micro-influencers
• Encourage user-generated content
• Facebook ads strategy
Beauty marketing on Social Media
YouTube Strategy
Display Ads Strategy
• Email marketing
• Native Ads - Taboola
Other channels to fuel up your beauty marketing
Remarketing Strategy
To sum it up

4. U N D E R S T A N D I N G I N D I A N
C O N S U M E R
B E H A V I O R : H O W D O
S H O P P E R S D I S C O V E R
N E W B E A U T Y P R O D U C T S ?
The beauty industry, once dominated by offline channels, is undergoing a
period of disruption in terms of the ways in which people discover new trends,
compare brands and buy products. While shoppers previously found and tried
new products in person and in shops, they're now discovering and evaluating
products online via platforms such as Instagram. And the rise of mobile means
that people today are never offline. Especially among those aged 18-34, many
are condensing the entire path to purchase into an online experience on their
mobile and tablet devices.
Brands are creating new ways for consumers to engage with products online
and eliminating the need to physically go into the shop, with some offering
mobile-friendly virtual application apps and how-to videos. Younger consumers
between the ages of 18-34 are leading the shift to mobile to discover new
products. We found that 64% of make-up consumers aged 18-34 and 68% of
facial skin care consumers in the same age bracket have discovered on
mobile.

5. H O W D O I N D I A N M A K E - U P A N D F A C I A L S K I N C A R E
S H O P P E R S D I S C O V E R O N L I N E ?
Takeaway: Social media platforms also play a key role in the discovery of make-up and
facial skincare products. We found that 71% of make-up shoppers and 68% of facial skin
care shoppers use the Facebook family of apps to discover new products.

6. H O W D O S H O P P E R S R E S E A R C H A N D
E V A L U A T E B E A U T Y P R O D U C T S ?
Online is the most common way that people research
beauty products, with 68% of make-up and 69% of facial
skin care shoppers evaluating products online. With
online videos offering an alternative to in-store demos,
shoppers can see the look and feel of a product from the
comfort of their sofa.
Our study found that 55% of make-up and 55% of facial
skin care shoppers say that their mobile device plays a
role in their decision to buy, and 32% of make-up buyers
consider it to be the most important tool for evaluation.

7. Make-up Consumer Behaviour Facial Skin care Consumer Behaviour
T A P P I N G M A K E - U P & F A C I A L S K I N C A R E
C O N S U M E R O N L I N E B E H A V I O U R

8. U N D E R S T A N D I N G T H E
M A K E - U P S H O P P I N G
J O U R N E Y O F T O D A Y ’ S
C O N N E C T E D C O N S U M E R
I N I N D I A
Rationale - *Females who purchased color cosmetic products
(e.g. make-up) in the last 3 months **Facebook family of apps
refers to Facebook, Facebook Messenger, Instagram and
WhatsApp

9. S O C I A L I N S I G H T : H O W M A N Y M A K E - U P
A N D F A C I A L S K I N C A R E S H O P P E R S
A G E D 1 8 - 3 4 U S E I N S T A G R A M A N D
F A C E B O O K F O R B E A U T Y - R E L A T E D
A C T I V I T I E S ?

10. S E A R C H I N S I G H T : R O L E O F S E A R C H E N G I N E I N
T H E C O N S U M E R J O U R N E Y O F B E A U T Y &
P E R S O N A L C A R E
Over half (58%) of beauty consumers prefer using online search for information or
recommendations. Search is also used as a way to connect consumers with retailers, with
29% saying they visited a beauty retailer as a result of a search on Google, as well as a
product recommendation platform, with 35% purchasing a beauty product after searching
online.

11. Y O U T U B E I N S I G H T : O N L I N E V I D E O I S T H E N E W
B E A U T Y C O U N T E R
Rather than making a trip to the department store, more people are using video reviews, tutorials, and
online advice to inform their purchases — and 81% of consumers engage with at least one beauty
influencer on YouTube.

12. D I G I TA L S T R AT E G Y
F O R
L O V E B E A U T Y A N D P L A N E T

13. L O V E B E A U T Y A N D P L A N E T : D I G I T A L
F O O T P R I N T S
Observation - ‘Love Beauty and Planet’ have digital presence on all key digital platforms, however, a
more strategic approach to increasing follower base and engaging content on all key social platforms
are required for increasing brand love and TOM brand recall.
Instagram
– 50k
followers
Facebook
– 50k
fans
YouTube
– 6.2k
subscribe
rs
Twitter –
11.5k
followers
Pinterest
– 214
followers

14. H O W T O C H O O S E T H E
R I G H T C H A N N E L F O R
M A R K E T I N G L O V E
B E A U T Y A N D P L A N E T
P R O D U C T S
• According to social and search insights, the beauty
industry has been facing a great change in the way
people discover, evaluate, and purchase makeup
and skincare products.
• Though most beauty shoppers all over the world
still buy cosmetics in-store, more and more of them
prefer to search and evaluate products from the
comfort of their sofas.
• Here are some key stats on the makeup
consumer’s customer journey in the Indian market:
Discovery Evaluation Purchase
46%
discover new
products
online, 33%
on mobile
36% assess
new products
online
41%
purchase
new
products
online
61% assess
new products
in-store
79%
purchase
new
products in-
store
36% assess
new products
via in-person
conversations

15. R E C O M M E N D E D M A R K E T I N G C H A N N E L S F O R
D R I V I N G A W A R E N E S S A N D S A L E S F O R L O V E
B E A U T Y A N D P L A N E T P R O D U C T S
• Leveraging marketing funnels via
different digital channels that appeal to
users at different stages of the buyer’s
journey.
• Users who have never heard of your
brand, for example, wouldn’t convert on
an ad designed to upsell users on an
upgrade who have been purchasing
from you from years, and long-term
customers don’t need to see the video
equivalent of Your Brand 101.
• For sales funnels to work, we must
create specific content that resonates
with– and is relevant to users at all
stages of the digital sales funnel.
Remarketing
Referrals
Email
YouTube
Social Media
Search
Engine

16. R E C O M M E N D
E D B U D G E T
A L L O C A T I O N
O N
D I F F E R E N T
M E D I A
C H A N N E L S
F O R L O V E
B E A U T Y A N D
P L A N E T

17. D E TA I L E D M E D I A B U D G E T P L A N
Target
Channel
Target
Platform/Networ
k
Audienc
e Type
Objective Budget Ad Format Target Location
*Estimated
Impression
s
*Estimate
d Clicks
*Estimate
d
CPC/CPV
*Estimate
d
Conversio
n
*Estimate
d Value
Per
Conversio
n
*Estimated
ROAS
(Return on
Ad Spend)
Google
Google Search
New
Visitors
Sale ₹ 20,00,000.00 Text + Shopping
*Top 20 NCCS
A/A+ rating cities
in India
57,14,286 2,85,714 ₹ 7.0 11,429 ₹ 1,000.00
₹
1,14,28,571.4
3
Google Display Brand Awareness ₹ 5,00,000.00 Banner 2,50,00,000 1,25,000 ₹ 4.0 625 ₹ 500.00 ₹ 3,12,500.00
Facebook
Facebook Brand Awareness
+ Sale
₹ 15,00,000.00
Banner +
Carousel +
Catalogue 6,00,00,000 3,00,000 ₹ 5.0 4,500 ₹ 900.00
₹
40,50,000.00
Instagram ₹ 20,00,000.00
Banner +
Carousel +
Catalogue 6,66,66,667 3,33,333 ₹ 6.0 5,000 ₹ 1,000.00
₹
50,00,000.00
Facebook
Audience
Network Brand Awareness ₹ 5,00,000.00
Banner +
Carousel +
Catalogue 2,00,00,000 1,00,000 ₹ 5.0 1,000 ₹ 700.00 ₹ 7,00,000.00
YouTube YouTube Video
Brand Awareness
+ Consideration
₹ 10,00,000.00 Video 3,33,33,333 3,33,333 ₹ 3.0 667 ₹ 500.00 ₹ 3,33,333.33
Taboola
Publisher
Network ₹ 5,00,000.00 Native Ads 2,00,00,000 1,00,000 ₹ 5.0 400 ₹ 500.00 ₹ 2,00,000.00
Remarketin
g
*RLSA, GDN,
FB, IG & FAN
Returning
Visitors Sale ₹ 20,00,000.00
Dynamic Product
Banners Pan India 2,60,00,000 4,00,000 ₹ 5.0 12,000 ₹ 1,250.00
₹
1,50,00,000.0
0
Total
₹
1,00,00,000.00
25,67,14,28
6 19,77,381 ₹ 5.06 35,620 ₹ 1,039.42
₹
3,70,24,404.7
6
Rationale –
• Budget allocation across different media channels are initial estimates based on the fitment of the target platforms for driving the desired results for Love Beauty and Planet.
• Estimated value per conversion has been assumed differently, considering buyer intent and cart value on different platforms. Exact estimates on ROAS can be calculated if client can
provide average sale value, historical conversion trend data on different platforms.
• The above estimated metrics - impr., clicks, cpc , conversion are based on beauty industry benchmarks for brands. Actual figures for Love Beauty and Planet would vary based on its
brand popularity, competition, budget, TG behaviour, product etc. An optimised performance can be delivered through a data driven strategy.
• Estimated ROAS for the respective media is one time conversion value expected via the key digital channels suitable for driving awareness and sale for Love Beauty and Planet brand
and do not factor in, the lifetime customer value. If we consider the lifetime customer value considering brand loyalty for Love Beauty and Planet and its product’s quality, the
ROAS would be much higher.
• SEO, Influencer marketing, SMO and email marketing would further help contribute to the brand’s WOM and improve the overall conversion and ROI.
• Initial targeting geographies have been kept as Top 20 NCCS A/A+ rating cities in India i.e. Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune, Surat,
Guwahati, Lucknow, Jaipur, Kanpur, Kandivali West, Agra, Nagpur, Patna, Bhopal, Ludhiana, Indore. Based on client’s input on historical conversion data, target geo can be re-

18. S E A R C H E N G I N E
S T R AT E G Y
L O V E B E A U T Y A N D P L A N E T

19. A P P R O A C H O N S E A R C H E N G I N E F O R
P O S I T I O N I N G L O V E B E A U T Y A N D
P L A N E T
Search Engine
SEO
For increased visibility and ranking on
Google SERP
Paid Search
Strategic keyword targeted paid ad
campaigns for the coveted top spot
in search to increase product
consideration.

20. S E O A P P R O A C H F O R L O V E B E A U T Y A N D
P L A N E T
The SEO approach would start by creating buyer persona which can be a crucial step in beginning the SEO strategy for Love
Beauty and Planet.
Based on data and research, a buyer persona can help give brand an idea of who will be buying your product, and we can then
create a semi-fictional representation, which will in turn aid in generating keywords and creating a strong content strategy.
A buyer persona can be developed by conducting research to generate an ideal target market for your brand.
Possible groups that your beauty brand could break your personas into could be:
• Conscientious about price
• Willing to spend more than the average person
• The person who cares more about ingredients than price
• Your ideal younger audience
• Your ideal target for social media
These are just a few ideas of who might be interested in your beauty brand. We can then begin to segment these groups further by
age, income level, interests, etc.
Once we create buyer persona, we will have a clear idea of how to approach each group with specific, SEO optimized content they
will love.

21. R E C O M M E N D E D C A M P I G N T Y P E O N
G O O G L E S E R P
Text Ad Campaign
Recommended Budget - INR 6 Lac
Shopping Campaign
Recommended Budget - INR 12 Lac

22. P A I D S E A R C H A P P R O A C H F O R L O V E
B E A U T Y A N D P L A N E T
Advertising on search requires a very strategic approach to capture the top ad spot and drive maximum value for
your buck. Therefore my paid search approach would focus on the following activities.
Watching the resellers
•One of the biggest
challenges with beauty
brands that sell directly
from their website is
competing with big beauty
resellers. As a beauty
brand, you love your
resellers and the business
they bring, yet from the
perspective of the Search
Engine Results Page
(SERPs) they are also
your competition. They
have big marketing
budgets and loyal
shoppers, so they don’t
mind driving up your brand
cost per click by bidding
on your brand terms. To
help your ads stand out,
be sure to include the
phrase “Official Site” and
trademark symbols in your
ad copy.
Focusing on brand
terms first, then
collections
•When deciding what keywords
to bid on, terms with ‘Love
Beauty and Planet’ brand
name should be the priority,
especially since resellers will
also be bidding on these
terms and you want your
brand to be in top position.
The next priority should be
any collections that have
unique names. For example,
Love Beauty and Planet body
wash and body lotion products
, keywords like – body wash
with coconut water, tea tree
body wash aroma, body lotion
with muru muru butter, will be
less competitive than the more
generic term “body wash and
body lotion.” In the competitive
beauty marketplace, if your
brand doesn’t show up in
searches for your collection
terms, your resellers and
competitors will.
Entice shoppers on
Google Shopping with
Merchant Center
Promotions
•Google Shopping allows
shoppers to easily compare
prices, but when advertisers
offer the same products, it’s
the extras that will sway a
shopper to choose one
retailer over another. We
can highlight these offers —
including gifts with purchase
(GWP)– with Merchant
Center Promotions.
Merchant Center
promotions have been
shown to increase click-
through rates from Google
Shopping so if your brand
doesn’t use them, you are
missing a valuable traffic
opportunity driving for Love
Beauty and Planet.
Use RLSA to bid on
generic terms without
racking up a giant paid
search bill
•When I want to bid on more
generic terms I use
Remarketing Lists for Search
Ads (RLSA). That way, I can
target shoppers who have
been to my advertiser’s
website. I can even get more
granular and target shoppers
who have been to the shower
gel section of the website or
shoppers who have
abandoned their online
shopping carts.

23. M E T H O D O L O G Y F O R A S U C C E S S F U L
S E A R C H C A M PA I G N
KEEP TRACK OF
CUSTOMER DEMAND
SETUP CAMPAIGNS
WITH A CLEAR GOAL
WRITE FOR THE
TARGET CUSTOMER
ARE CLEAR WITH
KEYWORD AND
AUDIENCE
TARGETING AND ITS
BIDDING
CREATE A STRONG
SELLING PROPOSITION
ARE AWARE OF WHAT
COMPETITION IS UP
TO

24. L A U N C H P R O D U C T B A S E D
C A M PA I G N S F O R L O V E B E A U T Y A N D
P L A N E T
Shower Gel
Body Lotion
Shampoo
Conditioner
Target Products –
Deploy product specific campaigns with targeted brand and nonbrand keywords (along with their variations
and combinations) and design well crafted ad copies highlighting Promotional Offers, Product USPs and
Proper call to action for improved engagement.

25. S O C I A L M E D I A
S T R AT E G Y
L O V E B E A U T Y A N D P L A N E T

26. M A R K E T I N G A
B E A U T Y B R A N D
L O V E B E A U T Y A N D
P L A N E T O N S O C I A L
When marketing a beauty brand – LOVE BEAUTY AND
PLANET, social media is as essential as mascara. But
keep in mind that the most popular social media platforms
among beauty enthusiasts are Instagram, Facebook, and
YouTube.
These platforms have lots of engaging visual content.
That’s why images, stories, videos, and live streams speak
louder than words.
Source: Harvard Business School Research

27. C O L L A B O R A T E W I T H
M I C R O -
I N F L U E N C E R S
Social media influencers are bloggers or celebrities with certain expertise and a
community of followers. Micro-influencers usually have between 1,000 and
100,000 fans and are experts in one or two specific niches and hence they’ve
more potential for marketing beauty products.
Consumers listen to influencers who look like them and have the same
struggles they do. That’s why a non-professional YouTube video on how to
conceal pigment spots featuring a person who actually have them will work
better than a glossy “perfect skin” ad. Hence an upcoming beauty brand Love
Beauty and Planet should have tie-ups with micro influencers which will drive
user engagement and would eventually influence purchasing decisions.
Approach for the Micro Influencer –
When making a list of influencers for marketing beauty product brand – Love
Beauty and Planet, we can pay attention to their relevance and engagement
rates. This research can be done manually or with the help of automated
influencer tracking tools such as HYPR, Upfluence, and Pitchbox.

28. E N C O U R A G E
U S E R -
G E N E R AT E D
C O N T E N T
User-generated content or UGC can further help
increase the WOM and work as brand advocates
which would eventually boost sales for Love Beauty
and Planet. Beauty shoppers, especially millennials,
love to connect with brands and share their
experience with the product. All you have to do is ask!
UGC content can also acts as social proof. Olay calls
its community the “Olay tribe” and broadcasts the
latest Instagram posts under #olaytribe hashtag on
their website.
Olay sharing Instagram posts of their customers as social proof on their website

29. I N S T A G R A M
S H O P P I N G
S T R A T E G Y F O R
L O V E B E A U T Y A N D
P L A N E T
Instagram product tagging allows you to tag products in posts
and link them to the website so users can make purchases
with just a few clicks. Instagram shopping tags can be added
to organic posts and stories of Love Beauty and Planet and
can be featured in Search & Explore section of the Instagram.
If consumers tap on the tag, they would be redirected to a
product description page with the price and a link to the
eCommerce site.
Let’s look at how beauty brand - Sephora promotes its eye
cream using Instagram Shopping.
There is a hero image in this organic post, where the cream is
labeled with a shopping tag. Tapping on it, you see an “In this
photo” card, featuring the product. If there are more products
and shopping tags in a post, you can choose the one you are
interested in. Choosing the cream, you’ll be taken to a product
description page with a link to the website.
Shopping tags to facilitate purchases on Instagram

30. P A I D F A C E B O O K
A D S F O R M O R E
R E A C H A N D
A M P L I F I C A T I O N
Facebook allows business to grow through Facebook
advertising, including boosting a post or running ads
on Facebook and Instagram.
Recommended Budget on Facebook Network – INR
40Lac

31. F A C E B O O K A D S T A R G E T I N G L O V E
B E A U T Y A N D P L A N E T O P P O R T U N I T I E S
Location
•Target people
based in
specific
locations such
as counties,
regions, cities
or countries
Demographics
•Narrow your
audience based
on information
such as age,
gender and
languages
Interests
•Reach people
based on
interests such
as the apps they
use, ads they
click on and
accounts they
follow
Behavior
•Define your
audience by
activities they
do on and off
Instagram and
Facebook
Custom
Audiences
•Run ads to
customers you
already know
based on their
email addresses
or phone
numbers
Lookalike
Audiences
•Find new
people who are
similar to your
existing
customers

32. A D P L A C E M E N T S O N F A C E B O O K
P L A T F O R M
Feeds
Stories
In-streams
Search
In-Article Apps

33. R E C O M M E N D E D TA R G E T E D
F A C E B O O K A D S F O R L O V E B E A U T Y
A N D P L A N E T
Target Love Beauty and Planet Fans on
Facebook & Instagram via Fan Based
Campaigns
Target to new audiences on Facebook &
Instagram Based on their interest and
behavior
Deploy Custom Audience campaigns on
Facebook & Instagram

34. L E V E R A G I N G U N I C O R N
C O N T E N T O N F A C E B O O K
N E T W O R K T O P R O M O T E L O V E
B E A U T Y A N D P L A N E T
Content marketing on Social Media, it’s like a 98/2 rule. Only 2% of content
performs well on social media and also achieve high conversion rates.
Content Strategy - We can leverage Facebook Analytics and performance,
and deep dive into historical statistics and spot overachieving content and
repurpose them as a Facebook ad to promote Love Beauty and Planet
products. Make it into an infographic and a video with promotions and offers.
We can further test this content in various formats to the key audiences to
make it work even harder.
Targeting Strategy – Target to the audience that’s most likely to engage with
the Unicorn Content by implementing targeting filters based on audience’s
specific interest and behavior on Facebook & Instagram.

35. P O T E N T I A L T A R G E T
A U D I E N C E O N
F A C E B O O K N E T W O R K
F O R L O V E B E A U T Y
A N D P L A N E T
Alongside chart is an overview of potential target
audience available on Facebook Network, ideal for
‘Love Beauty and Planet’ product’s promotion.
Tons of valuable information can be leveraged to
understand Facebook followers. We can then use
these data and get ultra-precise with layered
targeting (aka “Narrow Further”) to learn how to
target potential new followers and customers and
meet marketing goals for the brand.

36. P L A C E M E N T
T A R G E T I N G
S T R A T E G Y F O R
L O V E B E A U T Y A N D
P L A N E T
Analysis - Historical placement performance statistics
could be analyzed to identify top performing placements on
Facebook Network.
Strategy - Granular ad sets based on the desired ‘Love
Beauty and Planet Products’ with segmented ‘Placement
Targeting Approach’ could be deployed for an optimized
campaign’s result.
For e.g. – Separate Feed ads on Facebook and Instagram
could be tested for the desired Love Beauty and Planet
Products. Similarly, separate Story Ad campaigns of
Facebook & Instagram could be deployed to gauge
campaigns performance and further optimization strategies
could be implemented.

37. Y O U T U B E
S T R AT E G Y
L O V E B E A U T Y A N D P L A N E T

38. C O N T E N T S T R A T E G Y
O N Y O U T U B E F O R
L O V E B E A U T Y A N D
P L A N E T
The main advice I give to brands when marketing beauty
products like Love Beauty and Planet on YouTube, is to
make what creators make. If we take a bird’s-eye view of
the content produced by creators on YouTube, most of it
falls into three main categories:
• Inspirational videos - Inspirational content means telling
stories and letting the consumer discover new products
or looks.
• Educational videos - Educational videos show how to
apply products and share professional tips and
recommendations.
• Exclusive videos - Exclusive videos are behind-the-
scenes, getting beauty fans to the places they would
never visit or introducing to people they would never
meet.

39. Y O U T U B E A D S F O R
P R O D U C T A W A R E N E S S
W I T H H I G H Q U A L I T Y
E N G A G I N G V I D E O
C O N T E N T
With YouTube ads, reach potential customers and have
them take action when they watch or search for videos on
YouTube – and only pay when they show interest.
Recommended Budget for YouTube Ads – INR 10Lac

40. Y O U T U B E A D S
A P P R O A C H F O R L O V E
B E A U T Y A N D P L A N E T
Leveraging Funnel-Specific YouTube Ad Strategy for
Love Beauty and Planet product promotion.
• Top of The Funnel Strategies For New & Cold
Audiences
• Middle of the Funnel YouTube Strategies for Warm
Audiences
• Lower Funnel Strategies for Hot Audiences

41. T O P O F T H E F U N N E L
S T R A T E G I E S F O R
N E W & C O L D
A U D I E N C E S
Top of the funnel strategies are designed to introduce your brand to new, cold
audiences who aren’t familiar with you yet.
Recommended Ad Type -
• Using TrueView ads– Which play before relevant videos– could be a solid
strategy. These ads are great choices for top of the funnel for this reason:
You’re having content appear before videos your audience is interested in,
and if you’re able to keep people engaged, they watch and you leave an
impression. If they skip, they still might take away some brand
awareness, and you don’t have to pay.
• YouTube’s search and discover ads are also a great choice, because
they allow you to utilize both targeting-based strategies or keywords. You
can use the same in-market audiences for discover ads, and target
strategic keywords for each video ad for search ads.
Targeting -
For TrueView ads, I recommend using
• In-Market audiences
• Custom intent audiences

42. M I D D L E O F T H E
F U N N E L S T R A T E G I E S
F O R W A R M
A U D I E N C E S
Middle-of-the-funnel, warmer audiences are typically in the research or
consideration parts of the buyer’s journey, and can include the following:
Recommended Ad Types -
• TrueView Ads are a good choice again here for longer content that’s
designed to appeal to pain points or emotional appeals, getting users closer
to converting.
• Bumper ads— which are only six seconds long and non-skippable– can
also work well.
Targeting –
• Those who have visited Love Beauty and Planet website but haven’t
converted
• People who have watched Love Beauty and Planet brand videos designed
to attract top of the funnel audiences. This keeps them moving through the
funnel accordingly.
• Audiences who have expressed interest in Love Beauty and Planet brand
and maybe even added products to their cart but didn’t convert

43. L O W E R F U N N E L
S T R A T E G I E S F O R
H O T A U D I E N C E S
Hot audiences are so valuable because they’re so close to converting.
Recommended Ad Types -
• TrueView for Action campaigns are similar to traditional TrueView
campaigns, but they also come with clickable CTAs below the video,
headline text overlays, and end screens to your ads.
• TrueView Shopping Campaigns can also be extremely effective here,
showing product feeds to a retargeted audience below the video’s
description.
Targeting –
• We can include users who have subscribed to Love Beauty and Planet
YouTube channel
• Watched Love Beauty and Planet videos from earlier stages of the funnel,
or even those who signed up for your email list.
• Those who recently viewed specific Love Beauty and Planet product pages
or added products to their cart can be included in this audience, too.

44. D I S P L AY A D S
S T R AT E G Y
L O V E B E A U T Y A N D P L A N E T

45. L E V E R A G I N G D I S P L A Y A D V E R T I S I N G
N E T W O R K S T O C R E A T E B R A N D
R E S O N A N C E F O R L O V E B E A U T Y A N D
P L A N E T
Recommended Display Advertising Network to attract new customers from publisher websites leveraging display ad best
practices
Google
AdSense
(Including
GDN)
Facebook
Audience
Network
Taboola

46. A D V A N T A G E
S O F
G O O G L E
A D S E N S E
• ADVANTAGES: SIZE, VERSATILITY, RECOGNITION
• Google AdSense is one of the largest display ad networks
in the world. It has nearly 2 million advertisers and billions
of customers. It’s also incredibly effective at driving traffic to
websites.
• Recommended Budget for Google Display Ads – INR 5Lac

47. A D V A N T A G E
S O F
F A C E B O O K
A U D I E N C E
N E T W O R K
A D S
• ADVANTAGES: SIZE, VERSATILITY, RECOGNITION
• With more than 1 billion worldwide users and millions of
advertisers, Facebook also has a formidable display
network known as the Audience Network.
• Recommended Budget for Facebook Audience Network –
INR 5Lac

48. A D V A N T A G E
S O F
T A B O O L A
• ADVANTAGE: AFFILIATES
• Taboola isn’t one of the most recognized names in the
display advertising world — but its base of giant clients is
enough to pull in new advertisers every day.
• Taboola serves ads to publications like The Motley Fool,
The Atlantic, and even Netflix.
• Netflix alone is enough to attract any advertiser, from
beginners to established corporations.
• Recommended Budget for Taboola Native Ads – INR 5Lac

49. R E TA R G E T I N G A N D
D Y N A M I C A D S
S T R AT E G Y
L O V E B E A U T Y A N D P L A N E T

50. R E T A R G E T I N G S T R A T E G Y
Decision making always takes a while; the beauty industry is no exception. One of the ways to stimulate a purchase in beauty marketing is
to use retargeting.
With this, we can reach consumers that have already visited Love Beauty and Planet website and re-engage them with personalized ads.
When creating a retargeting campaign on Google Display, YouTube, Facebook and Instagram, we can use:
• CRM contact lists;
• Website visitors or app users, captured with the Google Facebook pixel.
This will allow you to create custom audiences and target them with tailored ads, for instance, to increase abandoned cart conversions.
We can have the below approach for remarketing -
DETERMINE WHICH
PAGES TO TARGET
SEGMENT REMARKETING
CAMPAIGNS BASED ON
USER ACTION ON THE
LOVE BEAUTY AND
PLANET WEBSITE
CAPITALIZING ON
SHOPPING CART AND
ABANDONED CARTS
OFFER COUPONS TO
REPEAT VISITORS OR
PRODUCT PAGE
VIEWERS
TESTING AND TWEAKING
THE ADS FOR IMPROVED
CONVERSION RATES.

51. E M A I L M A R K E T I N G
S T R AT E G Y
L O V E B E A U T Y A N D P L A N E T

52. E M A I L M A R K E T I N G F O R L O V E B E A U T Y
A N D P L A N E T
Email marketing is still one of the best tools to upsell to your current customers and
nurture leads.
Listing down the email marketing approach for Love Beauty and Planet.
• Make use of customer’s data to segment and personalize emails
• Create Responsive, Well-Designed Emails that is Visually Appealing, Look Good on Mobile,
Easy to Understand and Capture the Reader’s Interest
• Send Promotional Sales Emails for All Subscribers
• Use authentic and useful content;
• A/b test email design/subject line/call to action for Email Marketing Campaigns
• Send an Abandoned Cart Email Series
• Send Notifications About Wishlist Items
• Optimizing emails for mobile
• Track results
We can use email marketing to announce giveaways and seasonal promotions or give personal
discounts on special dates. There are also educational emails and even step-by-step tutorials on
how use the product.

53. T O S U M I T
U P
The first thing to think about when marketing beauty brand
like Love Beauty and Planet is that your consumers are likely
to discover, evaluate, and purchase beauty products online to
offline. That’s why you should examine your consumers’
shopping behaviors and be present at the main touchpoints:
• Invest in social media marketing, as Instagram influencers
and third-party reviews are the two main research sources
for any beauty shopper.
• Make sure your website is mobile responsive and build an
app that doesn’t only mirror the website experience but also
brings something personalized and special.
• Don’t forget about digital marketing channels like paid
search and email marketing, as they will make your efforts
100% effective.

54. C O N TA C T I N F O :
E M A I L I D – A B H I J I M 2 9 @ G M A I L . C O M
M O B . - + 9 1 8 8 0 0 2 6 7 0 0 3
T H A N K Y O U