Beauty & Personal Care
- May 18 2020
E.l.f Cosmetics is doubling down on music-driven marketing after successful viral campaigns on TikTok.
E.l.f Cosmetics is doubling down on music-driven marketing after successful viral campaigns on TikTok. Last year, marketing on the app became a major part of their rebrand strategy after the hashtag #elfcosmetics took off organically. After that, they launched one of the most viral sponsored campaigns on the platform with the #eyeslipsface challenge, which received over 5 billion views with 3 million videos made featuring the customized song of the same name. Celebrities like Lizzo and Reese Witherspoon even participated without being paid. During COVID, the brand remixed the song to encourage hand washing, and earlier this month, they came out with the #elfvanishingact challenge to promote a new primer. While it wasn’t a sponsored campaign, it has received 15 million views so far. TikTok recently announced strict restrictions about the music brands are allowed to use, but e.l.f Cosmetics has been able to avoid copyright issues with the creation of their own songs. (Glossy)
- May 15 2020
Virtual beauty try-ons are surging during quarantine—and it could change the future of product testing.
Virtual beauty try-ons are surging during quarantine—and it could change the future of product testing. Ulta Beauty launched their GlamLab virtual try-on feature in 2016, but usage of it has increased during quarantine with more than 13 million shade try-ons in the last two months. As retail stores begin to reopen in parts of the country, the beauty retailer has been heavily marketing the tool to customers as a “convenient and safe alternative” to physical product testers. When quarantines begin to ease, augmented and virtual reality could become a big part of the beauty and fashion industry. (WWD)
- May 13 2020
Beauty brands are changing their text messaging tactics during COVID.
Beauty brands are changing their text messaging tactics during COVID. Texting has long been used to drive sales, but now many are revamping communication with sensitivity in mind. Since the start of the pandemic, PÜR has been sending two texts a week and has pivoted their messaging to be less promotional and more lighthearted, focusing on the quality and benefits of their products. In the last month, they saw a 20% increase in new subscribers. Other brands are also reporting that less sales-focused texts perform better: when Kopari sent a text with a link to a Spotify playlist, they saw a 20% higher click-through, and orders that outpaced promotional emails. (Glossy)
- Feb 24 2020
Olay will stop retouching ads to show young women that “how they look isn’t what is important.”
Olay will stop retouching ads to show young women that “how they look isn’t what is important.” The Procter & Gamble-owned skincare brand has unveiled “My Olay”—their new campaign that vows to no longer retouch photos across print, digital, and TV ads by the end of 2020. A “Skin Promise” seal will be placed on the ads to indicate that a photo hasn’t been altered or messed with, and ambassadors for the brand will not be permitted to use Botox or fillers to alter their appearance. YPulse has found that 63% of 13-to-37-year-old females feel more negatively about a brand that uses Photoshop. (Adweek)
- Feb 07 2020
A popular hair product is allegedly ruining people’s hair, Barnes & Noble pulls its Diverse Editions project after online backlash, TikTok verified a (fake) Kendall Jenner account, an Amazon Dating parody account is “selling” dates,…
- Feb 04 2020
Big fashion brands are embracing direct-to-consumer sales.
Big fashion brands are embracing direct-to-consumer sales. Outdoor Voices, Everlane, and Gen Z and Millennial-favorite Glossier have already demonstrated how to successfully incorporate direct sales without the assistance of multi-brand retailers. While bigger brands don’t intend on giving up wholesale entirely, many are making “lasting changes” to sell more on direct channels, and cutting ties with vendors. Levi’s has experimented with pop-up experiences, Nike is taking a “consumer direct offense” approach, and Adidas aims to generate 60% of its revenue from direct sales by the end of 2020, as just some examples. (Vogue Business)
- Feb 03 2020
Gen Z and Millennials are embracing gender-free beauty products.
Gen Z and Millennials are embracing gender-free beauty products. Brands have been embracing the gender blur for some time, and Bic’s new gender-neutral grooming products appeal to the generations who don’t believe everything needs to be gendered. Young consumers “have become skeptical about the need for gender-differentiated products,” and Mintel reports that 30% of young consumers 24-years-old and younger use genderless beauty products, while 39% are interested in trying them. The concept is also popular with Millennial consumers who are leaning toward more egalitarian and clutter-free homes. (WSJ)
- Jan 30 2020
As young consumers watch more content on ad-free streaming services, brands are creating their own shows to reach them.
As young consumers watch more content on ad-free streaming services, brands are creating their own shows to reach them. Procter & Gamble is partnering with Stone Village Television to release scripted series focusing on gender equality, diversity, and inclusion, which could end up on Netflix, Amazon Prime, or another streaming hub. YPulse found that 70% of 13-to-37-year-olds use streaming services to avoid ads, with 43% saying they pay for ad-free versions, and the ”solution” could be “having advertisers create their own content for the new on-demand services.” Other brands, like Coca-Cola, are finding ways to partner with streamers to integrate themselves into popular shows. (Variety)
- Jan 30 2020
Pinterest launched a virtual try-on feature for makeup brands.
Pinterest launched a virtual try-on feature for makeup brands. Starting with lipstick, users can test products from retailers like Estée Lauder, Sephora, Neutrogena, NYX Cosmetics, Lancôme, and Urban Decay. Pinners can explore options by typing lipstick-related terms in search, then use the try-on feature by opening the app’s “Lens” camera. They can then swipe up to buy the product. The beauty industry adopted AR early on and the platform’s new addition will give young makeup enthusiasts the opportunity to test out products from major brands before purchasing it, as social media gets more shoppable. (TechCrunch)
- Jan 28 2020
Mascara sales are struggling as young consumers opt for a more “low-maintenance, no-hassle look.”
Mascara sales are struggling as young consumers opt for a more “low-maintenance, no-hassle look.”According to the NDP Group, mascara sales have dropped 7% since 2016, from $916 million to $851 million in 2019—though false eyelash sales were up by 15%. While beauty analysts say that Millennials are embracing false lashes to look Instagram ready, some believe younger consumers prefer a “low-maintenance, no-hassle look” or are prioritizing skincare over makeup. YPulse’s beauty survey found that 83% of 13-to-36-year-old females describes their makeup style as a “natural, barely there look.” (CNN)