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Stamp summary:
Stamp title: Why beauty brands are in need of a serious makeover
Stamp type:
Title and content
Context URL: https://www.goodrebels.com/why-beauty-brands-are-in-need-of-a-serious-makeover/
Decoded content:
TitleWhy beauty brands are in need of a serious makeover
ContentThe cosmetics industry has been forced to adapt to a world in which customers are turning their backs on the channels beauty brands have relied upon in the past to build up a loyal following.

Millennials are famous for ignoring or actively blocking intrusive advertising - whether it’s a television ad or a pop-up online. Print media sales have plummeted - more and more people are drawn to ad-free platforms like Netflix, BBC iPlayer and YouTube over traditional television watching, and adoption of ad-blockers continues to rise.
Intrusive advertising, ugh as if
So, if you’re a beauty brand, how exactly do you go about capturing the attention of this increasingly elusive audience? It’s simple; you play the ratings game.

In the past, launching a new beauty brand would have required massive initial investment into research, development and marketing; but today beauty brands can go from garage to global in the blink of the eye - without the support of traditional advertising. These brands are using the power of social media to find and engage with their audience.

For cosmetics companies looking to connect with ad-adverse audiences, there are already a huge amount of existing, exploitable resources in the form of social media and forums like MakeupAlley and Beautypedia.
Social Media; a beauty brand’s bestie
Instagram is a beauty brand’s dream come true, and many are already making the most of the platform’s visual nature. MAC Cosmetics, for example, has accumulated over 20 million followers on Instagram alone. In 2017, beauty-related material on YouTube generated nearly 90 billion views; the majority of this material being comprised of vlogs, tutorials, reviews and haul videos, rather than content produced by beauty brands themselves. Beauty brands can, on average, achieve returns of £8.81 for every £1 spent on influencer-led collaborations.

Ratings and review aggregator websites also present a fantastic opportunity for brands looking to increase their impact and monitor brand perception - and some brands are taking consumer feedback a step further. Glossier, for example, set up a Slack channel for their most engaged customers, in order to provide them with a space to share feedback and ideas about their products. British beauty brand, The Hero Project, actively engages with consumers and potential consumers throughout the product development process via social media - their products are built on the recommendations and ideas of their audience.
Brands that come to you
We all understand that accurate audience targeting requires a vast collection of network data behind it - but even targeted ads are often ignored in much the same way as generic banner ads. Beauty brands need to go one step further for advertising like this to be effective. It can’t just be specific to the user who views it, it has to address a real need or demand in a timely and compelling way.

Lifestyle magazine Refinery29, for example, features sponsored beauty products within 25-30 second ‘Short Cuts’ video tutorials on Facebook. These fast paced, colourful and minimalistic spots showcase products in a way that is totally non-intrusive, actively engaging and entertaining for those who sought their content out.


The beauty industry before and after
The future looks bright for beauty brands, but marketers must work closely with their audiences and the people responsible for the design and development of their products in order to ensure consistency between what they’re promising and what they’re delivering. The truth is that the real drive behind the success of some of the world’s biggest beauty brands of today is simple communication.
URLhttps://www.goodrebels.com/why-beauty-brands-are-in-need-of-a-serious-makeover/
AuthorsMark Ralphs and Ellen Thomas
OriginWP Blockchain
Formatwpblockchain
Hash: (SHA256)
Stamp status:
Stamp time:
2 months ago (2019-10-02 20:19:16 GMT+0)
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"content_decoded": {
"title": "Why beauty brands are in need of a serious makeover",
"content": "The cosmetics industry has been forced to adapt to a world in which customers are turning their backs on the channels beauty brands have relied upon in the past to build up a loyal following. \r\n\r\nMillennials are famous for ignoring or actively blocking intrusive advertising - whether itu2019s a television ad or a pop-up online. Print media sales have plummeted - more and more people are drawn to ad-free platforms like Netflix, BBC iPlayer and YouTube over traditional television watching, and adoption of ad-blockers continues to rise.\r\nIntrusive advertising, ugh as if\r\nSo, if youu2019re a beauty brand, how exactly do you go about capturing the attention of this increasingly elusive audience? Itu2019s simple; you play the ratings game. \r\n\r\nIn the past, launching a new beauty brand would have required massive initial investment into research, development and marketing; but today beauty brands can go from garage to global in the blink of the eye - without the support of traditional advertising. These brands are using the power of social media to find and engage with their audience. \r\n\r\nFor cosmetics companies looking to connect with ad-adverse audiences, there are already a huge amount of existing, exploitable resources in the form of social media and forums like MakeupAlley and Beautypedia.\r\nSocial Media; a beauty brandu2019s bestie \r\nInstagram is a beauty brandu2019s dream come true, and many are already making the most of the platformu2019s visual nature. MAC Cosmetics, for example, has accumulated over 20 million followers on Instagram alone. In 2017, beauty-related material on YouTube generated nearly 90 billion views; the majority of this material being comprised of vlogs, tutorials, reviews and haul videos, rather than content produced by beauty brands themselves. Beauty brands can, on average, achieve returns of u00a38.81 for every u00a31 spent on influencer-led collaborations.\r\n\r\nRatings and review aggregator websites also present a fantastic opportunity for brands looking to increase their impact and monitor brand perception - and some brands are taking consumer feedback a step further. Glossier, for example, set up a Slack channel for their most engaged customers, in order to provide them with a space to share feedback and ideas about their products. British beauty brand, The Hero Project, actively engages with consumers and potential consumers throughout the product development process via social media - their products are built on the recommendations and ideas of their audience. \r\nBrands that come to you\r\nWe all understand that accurate audience targeting requires a vast collection of network data behind it - but even targeted ads are often ignored in much the same way as generic banner ads. Beauty brands need to go one step further for advertising like this to be effective. It canu2019t just be specific to the user who views it, it has to address a real need or demand in a timely and compelling way. \r\n\r\nLifestyle magazine Refinery29, for example, features sponsored beauty products within 25-30 second u2018Short Cutsu2019 video tutorials on Facebook. These fast paced, colourful and minimalistic spots showcase products in a way that is totally non-intrusive, actively engaging and entertaining for those who sought their content out. \r\n\r\n\r\nThe beauty industry before and after\r\nThe future looks bright for beauty brands, but marketers must work closely with their audiences and the people responsible for the design and development of their products in order to ensure consistency between what theyu2019re promising and what theyu2019re delivering. The truth is that the real drive behind the success of some of the worldu2019s biggest beauty brands of today is simple communication.",
"url": "https://www.goodrebels.com/why-beauty-brands-are-in-need-of-a-serious-makeover/",
"authors": [
"Mark Ralphs",
"Ellen Thomas"
],
"origin": "WP Blockchain",
"format": "wpblockchain"
},
"content": "{"title":"Why beauty brands are in need of a serious makeover","content":"The cosmetics industry has been forced to adapt to a world in which customers are turning their backs on the channels beauty brands have relied upon in the past to build up a loyal following. \r\n\r\nMillennials are famous for ignoring or actively blocking intrusive advertising - whether it\u2019s a television ad or a pop-up online. Print media sales have plummeted - more and more people are drawn to ad-free platforms like Netflix, BBC iPlayer and YouTube over traditional television watching, and adoption of ad-blockers continues to rise.\r\nIntrusive advertising, ugh as if\r\nSo, if you\u2019re a beauty brand, how exactly do you go about capturing the attention of this increasingly elusive audience? It\u2019s simple; you play the ratings game. \r\n\r\nIn the past, launching a new beauty brand would have required massive initial investment into research, development and marketing; but today beauty brands can go from garage to global in the blink of the eye - without the support of traditional advertising. These brands are using the power of social media to find and engage with their audience. \r\n\r\nFor cosmetics companies looking to connect with ad-adverse audiences, there are already a huge amount of existing, exploitable resources in the form of social media and forums like MakeupAlley and Beautypedia.\r\nSocial Media; a beauty brand\u2019s bestie \r\nInstagram is a beauty brand\u2019s dream come true, and many are already making the most of the platform\u2019s visual nature. MAC Cosmetics, for example, has accumulated over 20 million followers on Instagram alone. In 2017, beauty-related material on YouTube generated nearly 90 billion views; the majority of this material being comprised of vlogs, tutorials, reviews and haul videos, rather than content produced by beauty brands themselves. Beauty brands can, on average, achieve returns of \u00a38.81 for every \u00a31 spent on influencer-led collaborations.\r\n\r\nRatings and review aggregator websites also present a fantastic opportunity for brands looking to increase their impact and monitor brand perception - and some brands are taking consumer feedback a step further. Glossier, for example, set up a Slack channel for their most engaged customers, in order to provide them with a space to share feedback and ideas about their products. British beauty brand, The Hero Project, actively engages with consumers and potential consumers throughout the product development process via social media - their products are built on the recommendations and ideas of their audience. \r\nBrands that come to you\r\nWe all understand that accurate audience targeting requires a vast collection of network data behind it - but even targeted ads are often ignored in much the same way as generic banner ads. Beauty brands need to go one step further for advertising like this to be effective. It can\u2019t just be specific to the user who views it, it has to address a real need or demand in a timely and compelling way. \r\n\r\nLifestyle magazine Refinery29, for example, features sponsored beauty products within 25-30 second \u2018Short Cuts\u2019 video tutorials on Facebook. These fast paced, colourful and minimalistic spots showcase products in a way that is totally non-intrusive, actively engaging and entertaining for those who sought their content out. \r\n\r\n\r\nThe beauty industry before and after\r\nThe future looks bright for beauty brands, but marketers must work closely with their audiences and the people responsible for the design and development of their products in order to ensure consistency between what they\u2019re promising and what they\u2019re delivering. The truth is that the real drive behind the success of some of the world\u2019s biggest beauty brands of today is simple communication.","url":"https:\/\/www.goodrebels.com\/why-beauty-brands-are-in-need-of-a-serious-makeover\/","authors":["Mark Ralphs","Ellen Thomas"],"origin":"WP Blockchain","format":"wpblockchain"}"
}
}