Breaking the Mold: How beauty brands can leverage marketing strategies to stand out?

Welcome to our fourth weekly edition of Buzz Brigade. It's incredible to think that we're already a month old today, and yet it feels like we've developed a strong connection with you. We've experienced significant growth in terms of subscribers, which serves as evidence that you're enjoying the content we provide. With a commitment to delivering highly relevant information and engaging content, let's unveil what awaits you in this edition.

1. Today we will look at some interesting marketing strategies for the online Beauty and Cosmetics Industry.
2. Weekly news updates straight from the influential world.
3. Campaign spotlight, where we shine a light on noteworthy campaigns.
4. Top picks and recommendations to keep you ahead of the curve.

Unveiling Uniqueness: Crafting 5 Distinctive Strategies for Beauty & Cosmetics Brands

India, ranking as the world's fourth largest market for beauty and cosmetics, is poised to exceed a revenue of 1.98 trillion rupees by 2025.

This remarkable growth is accompanied by a steady influx of new entrants into the market, intensifying the competition. As brands strive to capture the attention of customers online, they employ diverse strategies, some of which prove successful while others falter. In this article, we will present a selection of highly effective online marketing strategies that are guaranteed to generate both brand awareness and sales. Let us embark on this insightful journey.

1. Use AI in Skincare: Explore the intersection of AI and skincare by leveraging technology to provide personalised recommendations. Spoiled Child, for example, utilises AI algorithms to offer customised suggestions for hair and skin serums, moisturisers, and ingestibles. Similar to Il Makiage, incorporating online quizzes and AI-generated recommendations can enhance the customer experience and address specific concerns like hair loss and ageing.
2. Use AR Filters and Effects: Collaborate with influencers to create branded augmented reality (AR) filters and effects. This interactive feature allows followers to engage with the influencer's brand and content in a playful and immersive manner. AR filters can be used for virtual makeup try-ons, beauty tutorials, or simply to add a touch of creativity to their social media posts, amplifying engagement and brand awareness. Check out this amazing tool called Banuba used by some of the major brands that can help you with implementing AR/VR?in your sales

1. Interactive Challenges: Encourage influencers to initiate interactive challenges that encourage their followers to participate. For instance, an influencer can challenge their audience to recreate a specific makeup look, try out a new skincare routine, or share their favourite beauty hacks. These challenges foster community engagement, generate user-generated content, and create a sense of camaraderie among followers.
2. Unconventional Makeup Looks: Inspire influencers to experiment with unconventional makeup looks that push creative boundaries. This could involve exploring avant-garde styles, artistic designs, or incorporating unexpected elements into their makeup routines. By showcasing unique and daring makeup content, influencers can capture attention and showcase their artistic prowess.
3. Repurposing Beauty Products: Encourage influencers to demonstrate innovative and resourceful content by repurposing beauty products. For example, they can showcase how lipstick can double as blush, how eyeshadow can work as a highlighter, or how mascara can be used as brow gel. These repurposing ideas provide practical and cost-effective solutions for their audience while highlighting the versatility of products

Viewpoint

While strategies such as cause-based marketing, promoting body positivity and affirmations, and focusing on sustainability have proven effective in cultivating brand loyalty and driving sales in the beauty and cosmetics industry, it is crucial for marketers to keep pace with rapidly evolving technologies. Embracing technological advancements can provide brands with new opportunities to engage and captivate their target audience in innovative ways.

From AI-powered personalised recommendations to augmented reality filters and effects, technology offers exciting avenues for brands to connect with consumers on a deeper level. By leveraging these tools, brands can create immersive and interactive experiences that resonate with their audience and differentiate themselves from competitors.

Sneak Peek into the World of Influencer Marketing

• LinkedIn influencers are growing in the digital landscape! Read this interesting article where Emily Lowes shares valuable insights on the rising prominence of LinkedIn influencers and how they are effectively promoting B2B products and services. https://www.thedrum.com/opinion/2023/06/26/linkedin-influencing-staying-put-here-s-how-get-it-right-b2b
• At the Cannes Lions Festival, Meta unveiled its latest developments and showcased how its products are designed to generate impactful outcomes, drive performance, and foster meaningful connections. Among the notable updates shared was the enhancement of Reels Ads, highlighting Meta's commitment to providing effective advertising solutions. Read more.

Influence Campaigns: Trends Spotlight!

Rather than focusing on a specific campaign this week, we want to give you a sneak peek into the upcoming campaigns for the ICC Men's World Cup 2023. As Disney+ Hotstar gears up to broadcast the matches free of charge in five different languages, advertisers are excited about the potential to attract a larger user base, with expectations of reaching a staggering 450 million viewers – twice the number compared to the previous season.

Also, brands are fiercely competing to achieve industry-first milestones by leveraging generative AI. As India takes on the role of the host country this year, numerous on-ground opportunities are emerging for brands to seize. With these exciting developments, the World Cup 2023 promises to introduce fresh and innovative formats to enhance the overall sporting spectacle. AR will also take centre stage in campaigns this year. Checkout this campaign.

Read more on how brands are gearing up for the ICC’s Big Bash.?

Top Pick of the Week

According to Densu India's latest report, social media influencers play a significant role in shaping brand awareness and consumer attitudes. Businesses are increasingly prioritising partnerships with influencers who have cultivated dedicated and engaged followers. As emerging technologies like Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) continue to advance, the future of influencer marketing is poised for further growth and innovation. Get Access to the report here.?

I trust that you thoroughly enjoyed delving into this edition of Buzz Brigade and found it to be a valuable use of your time. As we wrap up this second edition, I leave you eagerly anticipating the exciting content that lies ahead. Don't hesitate to share this newsletter with your network and help us expand our vibrant community. Let's continue nurturing our connections and growing together.

Stay buzzing!

Bhawna Sethi