With a global pandemic forcing us to spend copious amounts of time isolated at home and staring at our own reflection in virtual meetings, consumers are making big changes in their beauty priorities. Marketers need to keep up with these beauty trends and move quickly to pivot their strategies to accommodate our strange new reality.
There are three key trends that beauty marketers should look for:
Long-Lasting & Smudge-Proof Solutions
Going to a salon isn't as simple as it used to be. After a few weeks of lockdown, consumers realized that they needed a long-lasting solution for beauty habits that usually require frequent appointments. Routine touch-ups such as lashes, haircuts and colors, waxing, and nails now come with balancing the risk of COVID-19 exposure.
Inexpensive, at-home fixes are in high demand. Being quarantined gives consumers the confidence of, "Yeah, I can do this myself," and the relief of knowing that they can hide their DIY mishaps behind a screen if necessary. Professionally-done permanent solutions are also popular as salons are booking out months ahead. Procedures such as microblading and makeup tattoos simplify consumer's morning routines and give a long-lasting natural look. With the wavering reliability of our favorite salons, consumers are looking for less contact, fewer visits, and lower costs.
It is also abundantly clear that lipstick is not meant to be trapped under a mask. When exposed to the moisture in our breath for hours on end, lipstick often smudges and stains the skin (if you choose to wear it... nobody can see it, anyway!). A marketing leader from Schwan Cosmetics predicts that "global lipstick sales will drop by about 70% this year." The same goes for foundation. Masks rub it off and leave awkward lines across our cheeks and nose. Since most of the face is covered when wearing a mask (and the incredible "touch up my appearance" filter is available online), consumers are also opting for less full-coverage options in exchange for lighter solutions. The beauty marketing industry is scrambling to rebuild their formulas to be extremely long-lasting. Marketers need to rethink their positioning strategies, as well.
Emphasis on the Eyes
Well, with a mask, there's not much else to look at. Regardless, consumers are loving clean lines and bright colors on their eyes.
The trendy floating-eyeliner looks and neon shadows can look great with an otherwise natural glam. However, many audiences have taken the work-from-home opportunity to embrace an all-natural look. Do you really want to spend half an hour creating a purple cut-crease when you're just grabbing essentials? The answer for many consumers is an astounding yes. As a beauty marketer, it's worthwhile to assess your upcoming releases to be sure it includes bold colors and shimmer.
Perhaps consumers' obsession with eyes this year is to draw attention away from "maskne," as well. Wearing masks for extended periods of time has caused some users to experience worsened skin, bringing skincare to the top of mind. CeraVe has seen an explosion in popularity after being praised by TikTok's beauty enthusiasts, causing them to sell out across the country. TikTok has also made face-masks (the skincare kind) and pimple patches cool as popular creators wear them regularly. The beauty marketing industry should cater to the consumers' passion for skincare and provide fun colors to accentuate the eyes.
Marketing Beauty with Virtual Try-Ons
The days of wandering Sephora and sampling everything in sight are over, at least for now. Beauty marketers have the responsibility to create an equivalent experience online. Consumers still want to try before they buy, which is why major companies are using AR to their advantage.
Estée Lauder created a Virtual Try-On (VTO) program for lipstick that was a major success. In fact, the VTO program led to a 2.5x higher conversion rate and increased customer loyalty. While stores have removed product samples from shelves, a virtual try-on is the safest option for everyone. It's certainly not the same as swatching shades in person, so marketers should think of creative ways to gain consumer trust. Hassle-free shipping is expected in today's world, but emphasizing company policies might be a good start.
The Storytelling Advantage for Marketing Beauty
The beauty industry thrives on testimonials. Mothers tell their daughters, friends tell their friends, and influencers tell their followers all about their favorite beauty products. Word of mouth has always been an integral part of marketing, but in a virtual world, it's even more important.
Digital storytelling combines the tried-and-true practice of telling stories to convey a message and modern digital media capture audiences.
Marketers- if you don't know about the importance of including storytelling into your strategy, you should. Start a free STORYSOFT trial and create a unique brand story to share your customer's testimonials and ease uncertainty with online purchases.