
Q: I’m thinking about the future growth of my company. I’m aware of the obvious ways to grow, like social media ads, using influencers, email marketing etc, but what else should I be thinking about when it comes to creating awareness for my cosmetics brand? How do consumers discover new beauty and cosmetic products?
In the past consumers primarily discovered new products through traditional advertising channels – TV, press, billboards and magazines were still the most common routes to new product discovery. However, this is no longer the case.
With so much media fragmentation, the increasing importance of social media in people’s lives, and the continued investment in omni-channel commerce, brands have been forced to consider what a typical customer journey may look like.
So how do people become aware of new products?