With the pandemic ongoing, it has changed human mindsets in a variety of ways that marketers can adapt to. While it was formerly only Gen Z and millennials that were targeted with digital campaigns, now it is entire populations. The upside is, it is easy to target folks who are at home ... the downside is everyone is doing it. As such, perhaps higher than media buying and bidding strategies is the need for authentic content and creative content marketing to drive your message forward to cut through the clutter. Aside from driving value, forming a relevant and emotional connect will be key to driving success. While it may seem challenging, the opportunity is right to build a community and thrive from it. This session will inspire businesses of all sizes to capitalize and build on their community, as well as enable them to think creatively to generate content which communicates the message and helps them to grow further.

1. Content Marketing to Break
Through the Clutter
@figorout
@sssourabh
Sourabh Sharma

2. beauty marketing in the mask era
defining the customer landscape
understanding product + media consumption
developing content marketing strategies
bracing for the future

3. beauty marketing in the mask era
defining the customer landscape
understanding product + media consumption
developing content marketing strategies
bracing for the future

4. Gen Z is the biggest population demographic
Gen Z,
25.9%
Millennials,
24.5%Gen X,
15.5%
Baby
Boomers,
23.6%
Maturists,
10.5%
Mashable 2019

5. millennial
• 1980 – 1995
• 65 million
• Prefer savvy products,
influenced by bargains
• 12 seconds
• 1995 – present
• 80 million
• Prefer products that
work and are trusted
• 8 seconds
Ages
Population
Shopping
Attention Span
demographics
Vision Critical (2019)
gen Z

6. millennial
• $600 billion
• 37% in 6 months
• 51% compare prices
• Share things
• $44 million
• 53% in 6 months
• 43% compare prices
• Create things
Spending Power
Mobile Purchases
Bargains
Equation with Brands
purchasing
behavior
Vision Critical (2019)
gen Z

7. 94%-87%
Companies should
address social and
environmental issues
Drapers 2019, Cone Communications Survey (2019)
millennial gen Z
alignment on company values is expected
50%-38%
Brands say something
about a person, their
values, and how they fit in
40%-39%
Pay full price for items
made in a sustainable or
environmentally friendly
way

8. millennial
• Amazon
• 52%
• YouTube
• 72%
Favorite website
Visit YouTube daily
YouTube (launched in 1995) remains a
favorite in the beauty industry
Vision Critical (2019)
gen Z
“How To”
videos
Discover new
brands
Entertainment

9. beauty marketing in the mask era
defining the customer landscape
understanding product + media consumption
developing content marketing strategies
bracing for the future

10. beauty in the mask age
What’s going on?
• DIY
• Homecare
• Tech
What sells?
• Skincare
• Eye makeup
• Foundations

11. hand sanitizer and masks as beauty products
luxury and fragrance brands foraying
into the profitable category

12. the gadget game
+8% to +25% category sales
with some brands reporting 3 digit sales increase

13. mobile consumption is paramount
streaming, apps, messenger on the rise
content ‘creation’ on the rise
Hootsuite 2020

14. 41%
58%
74%
80%
Baby boomers
Gen X
Millennials
Gen Z
RetailDive 2019
social media significantly influences shopping

15. beauty marketing in the mask era
defining the customer landscape
understanding product + media consumption
developing content marketing strategies
bracing for the future

16. do not just sell. engage
love is a two-way street

17. content
consistency
engagement
loyalty
build engagement and loyalty
consistent content with a cross platform approach

18. have an objective, and add value
Focus on value added
content that meets your
objectives.
• Unique
• Informative
• Original / relevant to your
brand
• Drives action to your
brand

19. 32% of Gen Z & millennials feel that without
YouTube, their look wouldn’t be complete
use beauty relevant platforms:
YouTube and Instagram

20. Partnerships with
other brands
Q&A with founders
deliver ‘human’ access: live & video-stream
DIY, tutorials, consultations, discussions

21. incorporate UGC (user generated content)
this also rewards customers and builds a sense of community

22. communicate social responsibility
Be specific, and relevant to your brand DNA

23. deliver non-product updates, too
Focus on geographies, if
necessary, for more
localized communication
Employ brand relevant
tone of voice to
communicate
Crowd source your
content from your
community

24. celebrate diversity
ethnic, sexual, geographic, demographic, etc.
celebrate it, without necessarily calling it out if it is in your DNA

25. use technology to make brands accessible

26. be in synch with your community
be with the pulse of your community by posting content
that is seasonally relevant, without even selling
• Use a moodboard, which blends
products / sales with seasonal ‘moods’
• Deliver your brand’s core values to your
community

27. marketing strategies
defining the customer landscape
understanding product + media consumption
content marketing strategies
bracing for the future

28. • Virtual reality
• Augmented reality
• Apps to enable
– ”trying things on”
– community management (livestream,
podcast, DIY, consultations, etc.)
explore new technologies

29. • Keep in synch with
external happenings and
seasonal impacts
• Deliver value by being
unique and informative
• Embrace social
responsibility,
sustainability and
diversity. Audiences
expect it all.
build and understand your community

30. do not just sell. engage
love is a two-way street

31. Content Marketing to Break
Through the Clutter
@figorout
@sssourabh
Sourabh Sharma