Beauty & Personal Care
- Jul 13 2020
Clean beauty brands are using TikTok “cults” to reach Gen Z.
Clean beauty brands are using TikTok “cults” to reach Gen Z. Kosas teamed up with infamous TikTok cult Stepchickens and its “leader” Melissa Ong to launch a giveaway campaign to reach young customers. After Ong promoted the giveaway in a video, the brand’s account was “flooded” with comments of support from Stepchicken members. The response shows how clean beauty is becoming more popular among Gen Z and Millennials, who care about sustainability, but still want “cool” and bold makeup products. Clean beauty retailer Credo Beauty, which stocks Kosas, has been increasing its Gen Z-focused offerings in recent months, adding Innbeauty, Kinship, and CBD brand WLDKAT to its roster. While the company says their core base is still 28-34-year-olds, they’re expecting a dramatic shift toward Gen Z customers “over the next three years.” (Glossy)
- Jul 10 2020
EOS is giving influencers control of their TikTok campaigns.
EOS is giving influencers control of their TikTok campaigns. The skincare brand, which was one of the first to invest in marketing on TikTok, is in their “sophomore phase” of advertising on the social platform. With more than 222,000 followers on their account, their first campaign #makeitawesome (which collected 5.8 billion views, had a 14.5% engagement rate, and had 340,000 users participate) was part of the brand’s “multi-platform relaunch.” Following that success, they experimented with influencers for campaigns to “drive organic growth” on their channel by allowing creators to make what they wanted, which resulted in more “authentic” long term partnerships. The brand recommends a “two-pronged approach” of combining paid campaigns with a more “controlled, organic presence” through their own channels. (Digiday)
- Jul 08 2020
BABE wine’s socially distanced “mani truck” is bringing experience marketing to the pandemic.
BABE wine’s socially distanced “mani truck” is bringing experience marketing to the pandemic. The brand created a baby pink free manicure truck to help Brooklyn fix their “garbage nails” during COVID. To ensure safety, the manicures were given through plexiglass, customers wore masks and stood six feet apart while waiting, and manicurists wore protective overalls, safety glasses, and gloves. The brand’s Instagram video of the event has received more than 25,000 views, and they’re now planning on expanding the effort to “cities across America” thanks to positive feedback. (Insider)
- Jul 08 2020
Instagram is testing a “Shop” tab.
Instagram is testing a “Shop” tab. To expand its social shopping features, a global test will replace the current Activity tab with a Shop tab, putting shopping right on the app’s main navigation bar. Tapping the Shop tab icon will bring users to a page where they can filter products by categories including Beauty, Clothing and Accessories, Home, Jewelry and Watches, and Travel. The test continues Instagrams’ experimentation with incorporating shopping directly into the app—something we know young users are interested in. (TechCrunch)
- Jul 07 2020
Brands are using Snapchat to “gamify beauty moments.”
Brands are using Snapchat to “gamify beauty moments.” YPulse exclusive COVID data found that 46% of 13-39-year-olds have used Snapchat during the pandemic, and augmented reality marketing continues to gain traction. Now, beauty brands have been using the app’s Lens feature to reach young consumers who are using filters to “make themselves look better on video or on social media during quarantines.” L’Oréal debuted branded Lenses for Garnier, Lancôme, L’Oréal Paris, and Maybelline, while Procter & Gamble launched a special “Embrace the Curl” Lens for its Aussie brand to reach young women who are hesitant to return to hair salons. According to the company, Snap Camera has experienced an 18% increase in sponsored Lens playtime and a 22% increase in swipe-ups since the beginning of the outbreak. (Glossy)
- Jun 29 2020
Sephora is launching direct checkout on Instagram to reach young shoppers.
Sephora is launching direct checkout on Instagram to reach young shoppers. As young consumers’ makeup wearing habits are shifting, big brands are trying to find ways to continue reaching them by getting on their favorite social apps. Sephora’s new Instagram storefront will allow users to buy more than 80 brands without leaving their social feeds, including Gen Z and Millennial favorites Milk Makeup and Drunk Elephant. Sephora’s ecommerce SVP explains, “Our clients engage with social media in so many ways, like drawing inspiration from the community, getting tips from experts or learning about new beauty trends so we’re always looking for new ways to enhance that beauty journey,” (Glossy, Mobile Marketer)
- Jun 15 2020
Sephora is the first brand to take #The15PercentPledge to support Black-owned businesses.
Sephora is the first brand to take #The15PercentPledge to support Black-owned businesses. Started by fashion designer Aurora James, 15% Pledge is a nonprofit organization that asks retailers to commit to dedicating 15% of their inventory to Black-owned companies. As they announced on Instagram, Sephora has committed to achieving this in three actionable stages: taking stock of current shelf space and contracts, taking ownership of findings, and taking action to publish and execute a plan to achieve the 15%. Additionally, the brand’s internal incubator program Accelerate, which usually focuses on female founders, will now focus completely on women of color. (Vogue, The Cut)