2022 Beauty Industry Trends & Cosmetics Marketing
Long controlled by retail conglomerates, the beauty industry has turned online.Once “challenger” brands like IPSY, Glossier, and Fenty are now household names — spanning geographies and demographics alike.To get more news about
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Entrepreneurs rush to greet a new wave of consumers seeking fresh norms and niche products. Clinging to enterprise status, CPG manufactures respond by either acquiring their independent counterparts, partnering with them, or launching private-label alternatives.
There you’ll find detailed examples, packed with tactics and lessons, from three fast-growing direct-to-consumer (DTC) companies.
ColourPop
In a competitive market, this indie brand stood out against expensive rivals with creative that highlighted product quality. The payoff?5x return on prospecting campaigns, 7.5x return on remarketing efforts, and 15x return on its social campaigns made in collaboration with Disney.
Coola
As a brand that wasn’t digitally native, the eco-conscious retailer’s hurdle was gaining traffic online. By selling through product funnels using Facebook advertising, it offered customers the niche products they actually needed.
Conversions increased, repeat customers lifted +50%, and the brand hit 140% year-over-year growth.
Bambu Earth
Struggling with low traffic and dismal conversion rate that no new creative or better-performing ad could fix — this clean-beauty brand needed a refresh. Its lifeline came in the form of an online “Skin Quiz,” powerhouse UGC, subscriptions, and insights from customers seeded throughout the funnel.
The kindling? Rapid expansion through digital channels and the attraction of more customers willing to pay higher prices for higher quality.
As emerging nations grow in purchasing power and become globalized, they offer budding promise for international companies to enter — if they bring higher quality products than those available locally along with them.
By geography, Asia Pacific and North America dominated; accounting for more than 60% of the total.
With shopping preferences differing from county-to-country, brands looking to rule on a global scale must follow a customer-centric model that intersects both digital and physical channels.
Much like the experiential home furnishings industry, offline shopping still rules — luring a whopping 81% of buyers. At the same time, offline’s share is declining while online climbs.
