The beauty industry is one of the most lucrative industries in the world. Valued at a whopping $532bn in 2019; it’s no surprise that brands are using content marketing to increase awareness and expand their customer base. What is surprising, however, is how many different ways there are to engage customers through fresh, innovative content.
From influencer marketing, collaborations to gamification, we look at 9 examples that show just how creative and strategic marketers can be when developing campaigns and raising awareness for their brands:
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Louis Vuitton on The Beach
Early this month, Louis Vuitton unveiled a new unisex fragrance – On the Beach. The perfume was crafted by the House’s Master Perfumer, Jacques Cavallier Belletrud.
Contemporary multi-media artist Alex Israel designed the bottle, packaging, and accessories for On the Beach using his hometown, Los Angeles, as his muse. With her passionate, and wildly creative personality, the actress Eiza Gonzalez transformed into Israel’s artwork alongside the collection.
On the Beach | LOUIS VUITTON
The newest Cologne Perfume by Louis Vuitton recounts the delights of the coastline, a blissful long stretch of beach, and the peaceful rush of the ocean. Mas…
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L’Oréal’s Virtual Make-Up
Many beauty brands launched virtual tools in 2020, as part of their goal to help consumers make quick, easy and personalised choices when they were unable to visit stores. However one brands innovative approach stood out from the rest.
L’Oréal Paris unveiled its first digital makeup line called ‘Signature Faces.’ The tool is compatible with a wide variety of video platforms including SnapChat, Instagram, Skype, Google Hangouts and Zoom.
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🟣 Fostering a community that appreciated beards and their upkeep
🟡 Sharing advice-based content on Youtube
⚪️ Building a group of brand ambassadors
🔵 Using FAQs as a form of objection handling
Commenting on the range, L’Oréal Paris said: “Our cameras are always on. They have changed the way we work, socialise and express ourselves. L’Oréal Paris embraces our new digital lifestyles and creates looks that can only be achieved online, unlocking a whole new experience of modern makeup.”
Face filters have become a popular way for brands to engage and advertise on social media in recent years. L’Oréal is one of the first brands to turn it into a more established online experience; one that also aligns with the recent rise in digital communication.
L’Oréal Paris USA on Twitter: “The NEW L’Oréal Paris Virtual Makeup Line, Signature Faces, embraces our new digital lifestyle and creates looks that can ONLY be achieved online, unlocking a whole new experience of modern makeup. Download now for Snapchat, Instagram & Google Duo https://t.co/VAtWwXGkdQ pic.twitter.com/KvcVMHDpGp / Twitter”
The NEW L’Oréal Paris Virtual Makeup Line, Signature Faces, embraces our new digital lifestyle and creates looks that can ONLY be achieved online, unlocking a whole new experience of modern makeup. Download now for Snapchat, Instagram & Google Duo https://t.co/VAtWwXGkdQ pic.twitter.com/KvcVMHDpGp
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Function of Beauty – Take The Quiz
Customised beauty and skincare has grown in popularity in the past few years. The idea of customising beauty and skincare products to suit one’s specific needs can be attributed to the changing demands from the modern beauty consumer. Function of Beauty is one company that is catering to those changing needs.
With the help of a quiz the company learns about users’ hair and what those users want their hair to look like, feel like, smell like, etc. The results of that quiz are then interrogated by an algorithm that figures out which ingredients, and to what extent those ingredients, should be included the in shampoo and conditioner for each individual user.
This not only distinguishes Function of Beauty’s from its competitors, but also acts as a unique form of content marketing, helping to build long term relationship with the consumer – and instill long-term loyalty.
Function of Beauty – Take The Quiz (30)
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Glossier’s Body Hero Campaign
To mark the launch of the Body Hero Exfoliating Bar and Dry-Touch Oil Mist, Glossier partnered with eight of the WNBA’s biggest stars for the new Body Hero campaign, including 2020 WNBA champions Sue Bird, Seimone Augustus, Lexie Brown, Kalani Brown, Amanda Zahui B., Natalie Achonwa, Stefanie Dolson, and Gabby Williams.
From the privacy of their own homes, these athletes offered an insight into their lives through self-shot content, sharing the routines they love and how they’ve come to develop their perspectives on beauty.
For this campaign, the self-love trend continued with “skin portraits,” which included close-up shots of different parts of the body with a diverse array of unidentifiable women. Although these skin portraits are kept anonymous, they complement the overall campaign – putting greater focus on the WNBA players.
The players express a sense of vulnerability by sharing their insecurities as females in sports, and the stereotype of athletes not being the standard of beauty in these ads; however, Glossier uses these statements to communicate a theme of acceptance.
#BodyHero feat. the WNBA
Take it from the WNBA Wubble: You deserve this 💫http://gls.sr/Body__Hero_
Since its launch in 2013, Glossier has positioned itself as a millennial-friendly brand that specialises in skincare solutions with simple marketing and minimalist packaging.
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Benefit’s ‘Browmobile’ Competition
Benefit Cosmetics owned 50% of the UK’s brow-market share and owned the top two selling products in that category even before its new range of eyebrow products had been released.
The campaign saw branded vehicles on a tour of the UK to spread the Benefit word and raise awareness. It was be tied in with a competition for consumers to win a bespoke visit from the Browmobile.
“It shows our customers that we’re happy to go to them anywhere. Plus it’s really Instagrammable which is great for a brand like ours which doesn’t do traditional above-the-line advertising,” noted Kyra White, head of brand activation for Benefit Cosmetics UK.
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Following the campaign, the brand reportedly captured 60% market share within a category that was worth £20m according to NPD market research.
The online competition page reportedly generated 61,000 unique visitors, plus additional buzz and engagement on social media. The brand has continued to use experiential-driven marketing to spread its brow-grooming influence.
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Hourglass Cosmetics Nonhuman Rights Project
The objective of the Hourglass campaign was to announce its intentions to go completely vegan by 2020, aligning with its current 100% cruelty-free commitment and dedication to protecting animal rights. Hourglass used “World Vegan Day” in November as a platform to announce its goal. The company also pledged 1% of all profits to their partner organization the Nonhuman Rights Project – the only civil rights organization in the United States dedicated solely to securing rights for nonhuman animals.
The campaign resulted in earned media coverage in more than 50 global outlets, including Vogue, Glamour, Allure, Huffington Post, Glossy, Elle and Marie Claire. Social content (9 total Instagram posts) announcing Hourglass’ commitment to becoming 100% vegan by 2020 resulted in an overall increase in engagement, including 2.5M+ total organic reach, 35,237 total likes and 1,031 total comments. On World Vegan Day, “vegan” was the #1 searched category on the Hourglass website.
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Fenty’s Digital Launch
In July 2020, LVMH-owned beauty brand Fenty Beauty has unveiled its first-ever skincare range, Fenty Skin. The company – which is owned by Rihanna – launched with a 100% digital campaign featuring live chats, skincare tips, and live music from Rihanna herself.
Fenty found next-level success because it positioned itself from day one as a diverse brand for a diverse customer base. Launched by Rihanna in 2017, it achieved a record US$100 million in sales just 40 days after its debut. They created products for a vast and underserved market—women whose skin tones don’t fall into the ranges that the major makeup brands focus on. They’ve backed up their dedication to that base in their marketing, and they’ve used social media to connect with their customers in unfiltered and organic ways.
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Bloom A Kiss, Save The Bees
Following a recent partnership beween LVMH-owned beauty and fragrance house Guerlain and UNESCO to launch the ‘Women for Bees’ female beekeeping entrepreneurship programme, Guerlain has launched a bee conservation social media campaign.
Driven by Guerlain Muse Natalia Vodianova, the campaign will run throughout April 2020, and encourages Guerlain’s social media fans to post a selfie and contribute towards bee conservation and protection.
The campaign also promotes Guerlain’s Kiss Kiss Shine Bloom lipstick range, which launched in global travel retail this month.
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Self-Dye-Solation: BLEACH London Launches ‘Hair Parties’
Unfortunately for some, Covid-19 stopped many people getting their regular treatments and beauty fixes in 2020, leaving many customers stranded. In a bid to help their customers stay engaged throughout the lockdown, Bleach London created at-home hair parties to inspire creative quarantine looks.
Embracing the notion of remote beauty treatments is Bleach London, who created ‘hair parties’ to help isolated customers endure lockdowns. The ‘Hair Party’ solution created a digital salon environment, enabling live conversations with the brand’s Creative Director (and other guest speakers) to help consumers to buy and apply hair colour correctly.
Informative and educational content has always been part of Bleach London’s strategy with ‘how-to’ content on YouTube as well as comprehensive step-by-step guides on its website effectively engaging consumers.
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