Using Digital to Launch your Beauty Brand
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Sean Singleton of Your Favourite Story spoke at the In-cosmetics event, about using digital marketing to launch your beauty brand and increase profit. Want to learn more? contact sean.singleton@yourfavouritestory.com for your free ebook download.
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Using Digital to Launch your Beauty Brand
- 1. HOW TO USE DIGITAL TO EFFECTIVELY LAUNCH YOUR BEAUTY BRAND SEAN SINGLETON MANAGING DIRECTOR #incosGlobal
- 2. 1. INTRO 2. HOW DIGITAL HAS CHANGED THE BEAUTY LAUNCH 3. THE DIGITAL LAUNCH PROCESS 4. 5 BEAUTY LAUNCH TRENDS 5. SUMMARY 6. Q&A CONTENT STRUCTURE #incosGlobal
- 4. #incosGlobal The Digital World Of Beauty Sean Singleton, Group Managing Partner, Skive at in-cosmetics, Milan, March 29th, 2011 #incosGlobal
- 5. THIS WAS ME #incosGlobal
- 6. #incosGlobal
- 7. #incosGlobal The Digital World Of Beauty Sean Singleton, Group Managing Partner, Skive at in-cosmetics, Milan, March 29th, 2011 #incosGlobal
- 9. MMMMM Mobile internet overtakes Desktop internet Facebook reaches 1 billion users Online US beauty sales Reach $4.3 billion Snapchat launches US Online advertising revenue overtakes print advertising Facebook buys Instagram for $1 billion 42% of world’s Population are online YouTube reaches over 1 billion monthly users Instagram reaches 1 million active advertisers 2011 2012 2013 2014 2015 2016 2017 DIGITAL INNOVATION TIMELINE #incosGlobal
- 10. #incosGlobal#incosGlobal#incosGlobal 2. HOW DIGITAL HAS CHANGED THE BEAUTY WORLD & THE LAUNCH PROCESS….
- 11. Ed Holmes General Manager Kiehl's & New Business ASIA PACIFIC “I'd say the most important thing is digital has lowered or removed the cost of entry into a marketplace for new brands and launches. Especially on make- up, where influencers, the selfie generation and the 'instagrammable’ phenomenon means brands that were once niche are now mainstream with immediate awareness. Also make-up consumption has grown exponentially with the selfie meaning people often want to present their 'best self' to their network. Previously the awareness investment model would have cost millions, with that gone MUP is now fastest growing category and far more competitive for all beauty players. In luxury skin care and fragrance it has enabled marketers to segment very clearly and drives you to be laser focused on the consumer in your strategy, product development and creative content.” #incosGlobalTHE MARKETEER
- 12. Troy Surratt Brand Owner/ Founder "Digital has taken the beauty industry to a much more connected level – social media enables me to connect with customers globally and instantly whether through Instagram, Facebook live appearances or podcasts. For the launch of my Surreal Skin Foundation Wand, I could interact with customers, getting feedback on the new product and which shades they love. Sharing the Surratt Beauty aesthetic online helps bring the brand to life, wherever our customer may be. On Instagram, for example, I can promote in-store masterclasses by our make-up artists and showcase celebrity, runway and editorial work or press coverage. This two-way communication makes the experience more intimate and ultimately more rewarding for everyone involved”. #incosGlobalTHE BRAND OWNER
- 13. Alun Williams Group Publishing Director Rodale-Heast “Digital keeps us connected to the topics that matter most to our reader – we are able to tailor our content towards what performs and resonates best with our demographic.” #incosGlobalTHE PUBLISHER
- 14. Millie Kendall Marketing Director “Social media and influencers have now become central to many beauty launches. There has been a shift from using supermodels and actors to digital influencers. L'Oreal's latest foundation campaign featured 23 'inspirational individuals'. These individuals have shot to fame and gained the title of influencer through social media and are now the driving force behind major launches. However it is much easier these days in many ways to cut through as although there are more brands, the reach via social and online media is huge. Back in the ‘90s we had to create a following via word of mouth, there was no internet.“ #incosGlobalTHE PR
- 15. Liz Wilde Beauty Editor #incosGlobalTHE BEAUTY JOURNALIST “So….. I can’t remember the last time I went to a beauty launch event. I consider them a waste of time. As a freelancer where time really is money, I can find a zillion things more productive than sitting in a room listening to the latest sales pitch and making small talk. A PR told me recently they dread it when their clients want a traditional launch as it’s so hard to get people to attend. Which makes me think Digital has basically killed the beauty launch.”
- 16. Nadine Baggott Beauty Editor #incosGlobalTHE BEAUTY TV PRESENTER “Some brands have done live webinars, offered digital press packs and only paperless post, but you would be horrified by the amount of ‘old school’ invites, launches and press materials I still get to this day. The most successful digital launches have offered a live feed (P&G did their Awards one year like this), that you could also then download or stream and watch later. This makes perfect sense for me - why wouldn’t you offer a live stream of a product/service/store launch - no one has the time to go to every launch now, there are simply too many.”
- 17. Mike Ramseyer Founder #incosGlobalTHE RESEARCHER “The immediacy of digital provides the platform whereby beauty can now react to consumer trends, launch a new product, reach out and engage with their customers in a way that print cannot provide. The data provides a very clear picture: online titles and e-zines are now the primary platform for new beauty product launches. However beauty product launches are not moving away wholesale from traditional media. Our belief is that an omnipresent approach is more effective, and in some ways, beauty still has some way to go in finding the right balance, with the different product types embracing digital in different ways.“
- 18. Krista Madden Beauty Editor #incosGlobalTHE BLOGGER ”Forget about embargoes, as soon as your product is in someone’s hands it will appear online, everyone wants the scoop and a the ‘big reveal’ to get the followers and traffic and build the reputation for being the best influencer. You have very little control over when, where or what - everybody’s opinion counts; big or small audiences can be influenced. Think about where you want your product to appear, what is the best social platform for you to get promotion and engagement on, is it just raising awareness or do you want to sell your product? If you want to drive traffic to an ecommerce site to make sales, make sure a smart SEO strategy is in place….........
- 19. Krista Madden Beauty Editor #incosGlobalTHE BLOGGER Clients are often too keen to spend a lot of money on making a video and don’t take into account how young the YouTube audience is, think about your demographics wisely. Use influencers and bloggers as part of your PR or ad content, don’t automatically book a model -although some of these will have built an audience independently now. Don’t expect bloggers who love doing outfit posts to post pictures of other models and bloggers on the personal feed and space; use their influence and popularity to work for you. You can’t impose your message anymore, bloggers want to give their opinion, not be force fed by big brands anymore”.
- 21. #DAU16#incosGlobal DIGITAL PRE-LAUNCH LAUNCH POST-LAUNCH DIGITAL #incosGlobalTHE LAUNCH PROCESS DIGITAL DIGITALANALOGUE
- 23. • Most important stage in the process is the planning. We’ve got tools that allow us to understand audiences and our customers better. • “You’ve got to start with the Customer Experience and Work back toward the technology” - Steve Jobs Y O U R F A V O U R I T E S T O R Y Consumer insight Auditing Behavioural data Business Objective User Research #incosGlobal#incosGlobal #incosGlobal #incosGlobal#incosGlobalFAIL TO PLAN, PLAN TO FAIL
- 24. • Consumer patterns are changing all the time with multiscreening and mobile being the norm. • Not understanding the mobile customer journey makes companies ripe for disruption from outside forces. #incosGlobal #incosGlobal#incosGlobalDEVELOPING A STRATAGY
- 25. • Customers expect a seamless journey across devices and channels. • Only 54% of companies are completely mapping out the customer journey. • Can always adapt and optimise Y O U R F A V O U R I T E S T O R Y #incosGlobal #incosGlobal#incosGlobalMAP THE CUSTOMER EXPERIENCE
- 26. 82% of all consumer internet traffic will be video by 2020 26 Y O U R F A V O U R I T E S T O R YY O U R F A V O U R I T E S T O R Y #incosGlobal #incosGlobal#incosGlobalA NOTE ON VIDEO
- 28. AND MORE PEOPLE GRAVITATE TO INTERATIVE EXPERIENCES Consumers gravitate toward those experiences that provide them with the stimulation they are looking for. #incosGlobal#incosGlobal
- 29. 29 AND BRING THE PRODUCT TO THE PEOPLE #incosGlobal#incosGlobal
- 30. A GOOD EXPERIENCE APPLIES TO ECOMMERCE • The experience of the customer buying and interacting with your brand is key and should be based around an enjoyable customer experience. #incosGlobal#incosGlobal
- 32. • To create a demand and buzz at an early stage. NO BETTER REFERRAL THAN WORD OF MOUTH #incosGlobal#incosGlobal
- 33. • This applies to your social reputation and having a presence across key social channels will grow your awareness. • Don’t overlook the great opportunities that come from creating a community around your launch. WHICH MEANS DIFFERENT THINGS IN AGE #incosGlobal#incosGlobal
- 34. • Give services that people can’t live without • Don’t forget about them after purchase. Keep in touch and help them get the most out of their purchase (email is one example that remains effective). • Reward them CUSTOMERS AREN’T NATURALLY LOYAL #incosGlobal
- 36. • To create a demand and buzz at an early stage. NO BETTER REFERRAL THAN WORD OF MOUTH 1. SOCIAL INFLUENCERS #incosGlobal
- 37. KYLIE JENNER LIP KIT 1. SOCIAL INFLUENCERS #incosGlobal
- 38. COLLAB PRODUCTIONS • Give services that people can’t live without 2. COLLAB PRODUCTIONS #incosGlobal
- 39. KATE MOSS X RIMMEL 2. COLLAB PRODUCTIONS #incosGlobal
- 40. CURATED BOXES 3. CURATED BOXES #incosGlobal
- 41. BIRCHBOX 3. CURATED BOXES #incosGlobal
- 42. MEMBERS ONLY 4. MEMBERS ONLY #incosGlobal
- 43. BEAUTY PIE 4. MEMBERS ONLY #incosGlobal
- 44. CREATE A CAUSE #incosGlobal 5. CREATE A CAUSE
- 45. #incosGlobal 5. CREATE A CAUSE
- 46. #incosGlobal YOUR FAVOURITE STORY SPECIAL OFFER
- 48. SEAN@YOURFAVOURITESTORY.COM EMAIL ME TO ASK FOR YOUR COPY
- 50. 1. IMPROVING MARKETING PERFORMANCE Improving conversion throughout the customer journey and reducing inefficiency. GET BETTER ROI #incosGlobal
- 51. 2. BRAND BUILDING In a world where customer experience is the brand experience. Digital has great power. GET A STRONGER EMOTIONAL CONNECTION #incosGlobal
- 52. 3. FUTURE PROOFING The technological revolution is creating lots of new opportunities and challenges in marketing. GET AHEAD OF THE COMPETITION #incosGlobal
- 53. THANK AND SEE YOU IN 2023! #incosGlobal
Editor's Notes
- The structure of my presentation is as follows: Firstly I will give you a brief intro to myself and the digital agency I work for. Then I discuss how the digital has changed the beauty launch from different points of view within the beauty industry. Then I go through the digital launch process and the key components. Next I will share 5 beauty launch trends and then I will share a special offer. And finally I will summarise and then open the floor to questions.
- So let’s start with an introduction to myself and Your Favourite Story.
- First though I’d like to mention that I have actually spoken at this conference before. I presented on The Digital World of Beauty in Milan in 2011. I was sooooo good, that they asked me back 6 years later.
- I am not sure time has been kind to me over the last 6 years. I could be described as digital veteran as I have worked in digital media and marketing over 20 years. I have worked with a number of beauty brands over the years including L’Oreal, Shiseido and Nivea. Also I am actually married to a beauty journalist who has worked in the past for Cosmo, Company, Marie Claire Health and Beauty and various beauty trade magazines. So you could say I am married to the mob!
- I am now Managing Director of Your Favourite Story – an independent digital agency of about 60 people in Shoreditch with a focus on launching products and services.
- So going back to my presentation from 2011 – which is still available to see on slideshare by the way – I thought it would be interesting to see what’s changed..
- So yes what have been some of the significant milestones in digital marketing over the last 6 years. By the way 6 years in digital is massive, digital years are the same as doggie years..
- So kind of the intro section done. Who’s still with me? The main presentation will focus now on the beauty launch process. I thought it would be interesting to see how people from different parts of the beauty world saw this question…. How has digital changed the beauty launch process....
- First up with Ed Holmes, Ed is a high flyer in the world of L’Oreal and after a stint in Oz, he is now General Manager of L’Oreal Asia Pacific. This is what Ed says….
- Next we have Troy Surrant who is a beauty brand owner based out of New York….
- Alun Williams is the Publishing Director and he says that “Digital keeps us connected to the topics that matter most to our reader – we are able to tailor our content towards what performs and resonates best with our demograhic
- Millie Kendall, Marketing Director of Beauty Mart
- So all the beauty experts, from what ever part of the industry, agree that digital has fundamentally changed the beauty launch. So lets talk more about the launch process…
- At Your Favourite Story, this is how we see the launch process – in 3 distinct phases – pre-launch, launch and post-launch or – which call Digital –Analogue-Digital.
- So lets start with the pre-launch.
- With, pre-launch, the key here, is planning. These days we have the tools that allows us to understand audiences and our customers better. We need to start with customer insights and as the great man, Steve Jobs, said once “you’ve got to start with the customer experience and work back toward the technology”.
- Once we have used data to gain some customer insight, then we can start to develop a strategy. For example, we can see from this bar chart that the mobile share of web traffic has grown from less than 1% in 2009 to over 50% by this year. Any digital strategy most recognise the importance of the mobile customer journey.
- Customer these days expect a seamless journey across devices and channels. However only 54% of companies are completing mapping out the customer journey. It does not have to be perfect first time as we can always adapt and optimise over time.
- Increasingly video is important part of the brand tool kit and its very effective during the pre-launch phase. 82% of all consumer internet traffic will be video by 2020. But that only tells half the story, video is now delivered in many different formats, in terms of screen sizes, and platforms.
- Now on to the launch phase..
- For most beauty brands the launch phase is about getting the right number of products in the right retail outlets, hence why we use the term analogue. However digital is increasingly playing a key role in this phase as well. In recent years, there has been lots of scientific research around the subject of happiness and one of the big take aways is that its experiences rather owning stuff makes us happy. Brands are now tapping into this insight as consumers gravitate towards brands experiences that provide them with the stimulation they are looking for. The opportunity for brands here is to create interactive experiences using large screens to enhance the buying /shopping experiences – or even to use AR or VR technology like Oculus Rift or Hololens.
- The world of experiential, PR and digital are merging with the development of large branded stunts like this one by adidas. You can bring the product to the people in a innovative way that makes people want to share their experiences via social media.
- The launch is not always about a product in store, it could be the launch of a new e-commerce website. Here its vital that you create the right customer experience – so new visitors have a great online shopping experience as well as a intuiative and easy buying experience.
- Finally you must not neglect the post launch phase.
- You need to keep the demand and buzz of the launch alive and the most effective way is word of mouth. We trust other people (even strangers) more than trust traditional advertising – which is now at its lowest levels in recorded history.
- The type of referral will depend on your demographic. The ideal however for beauty brand launches is to create brand fan club that can promote and share your content. A brand community is a powerful force!!
- This is very important as increasingly customers are becoming less naturally loyal. So keep in touch, build a regular dialogue with a calendar of content. And identify and reward your biggest customers!!
- Now lets more on to Beauty launch trends…
- Social influencers have become a key part of any beauty launch strategy. Instead of only drawing on your audience for sales of a product launch you can work with social influencers to put your product in front of a larger number of interested customers. Bloggers, YouTubers and social media stars are perfect brand ambassadors as they are on the pulse of what the customers are looking for.
- The makeup community couldn’t handle the hype- when Kardashian sister, Kylie Jenner, launched her makeup line, the product sold out instantly and increased in demand as supply lowered. Kylie even created her own app to show off the products using exclusive “how to’s” and information behind the scenes of the creation.
- Looking beyond your audience can sometimes bring the most unlikely friendships and deliver the most success for your product launch strategy. Cross marketing has been used for years and continues to be one of the best strategies for launching a new product or growing a business with a little help from a similar brand. This is perfect for almost every cosmetic brand launch – it just requires a collaborator willing to work with your brand to create and promote a product. This is an excellent opportunity to boost your in-store sales with a digital experience paired with the star power of your collaborator.
- After being the face of Rimmel London for over 10 years Kate Moss decided to make her own line of lipstick for the Rimmel brand. In 2011 Kate created and launched, Kate Moss for Rimmel lipstick range. The collaboration was a huge hit and now spans far past just lipstick as Kate’s line now includes skin, eyes and nail products and continues to be a best seller for the brand. Using Snapchat as a marketing tool customers were able to get a sneak peek behind the scenes at Kate Moss’s home closet. Rimmel enticed customers to tune into the exclusive content.
- Subscription boxes have changed the way customers experience products. The specially curated boxes offer users a chance to experience a product they may have never heard of or wouldn’t normally buy. This is a great way for businesses who are struggling to find their audience to be more visible in the market.
- One thing customers will always respond to is a good deal or way of saving money on their purchases. Member only offers give your customers exclusive savings on product costs, shipping, or extra benefits of your choosing. This creates a community within your brand that you can use to promote a new offer or just increase sales of your current collections. Some member only strategies are given away free while others charge a monthly cost – both can greatly benefit your sales.
- It pays to be a member – online cosmetics brand, Beauty Pie, offers shoppers membership exclusive pricing. They simply pay the monthly subscription cost of £10 and are able to cut the cost of their purchase significantly. This is a great example of an out of the box way of creating a repeat customer. This method also encourages customers to try new items – considering they cost very little and would like to use the monthly allowance. With regular retail on some products over £20 you’re already saving money by signing up. This is a fantastic strategy for brands who would like repeat customers, as they have already paid for the membership they will be more inclined to purchase every month.
- Expand your brand to help tackle a public issue or cause. If done well, this cause-related marketing can cut through the advertising clutter and help you build a stronger emotional connection between the public and your brand/product. I It also creates more good reasons for consumers to share your cause or get involved, plus creating great new shareable content for you. For wider reach, you could also partner with another organisation or charity sharing marketing costs but increasing your reach. But beware, this could all end in a spectacular fail if you are not genuine and relevant
- The concept of beauty - many cosmetic brands focused advertisement on making yourself look beautiful, Dove instead chose to focus on showing off inner beauty and embracing the bodies and imperfections. They created the real beauty campaign to create a cause and unite women and men in feeling beautiful.
- Now you like receive even more free digital advice, I have a special offer for you lucky people.
- We have created an E-Book entitled 20 ways to grow your beauty business.
- Come and say hello afterwards and give me your contact details or email me at sean@yourfavouritestory.com.
- I thought I would sum up by taking your through the YFS strategic approach to post-launch… So remember these 3 things….
- With the goal to to increase your Return On Investment.
- Video, animation are all great ways to create emotional connections with your customers….
- Its important to look at these before you get left behind by the competition.