The evolution of digital marketing in beauty: How brands are reinventing their strategies in the face of web change

The world of digital marketing is in a state of flux, influenced by rapid changes that are redefining the web as we know it. The beauty and cosmetics industry, which relies heavily on digital channels to reach and engage consumers, is no exception. At a time when the business model based on online advertising is being challenged, brands must find innovative solutions to continue to capture users' attention while navigating an ever-evolving digital environment.

The web, often perceived as an infinite, intangible space, is now revealing its structural weaknesses. The infrastructures that underpin the global network are showing signs of fatigue in the face of soaring data volumes. Streaming video, the Internet of Things (IoT) and the advent of technologies such as 5G are saturating the network. This congestion threatens not only the performance of online services, but also the quality of the user experience - a critical factor for beauty and cosmetics brands that rely on an impeccable digital presence.

At the same time, the issue of web governance is becoming increasingly important. Personal data protection regulations, such as the General Data Protection Regulation (GDPR) in Europe, are forcing companies to rethink their strategies for collecting and processing user data. This is a major challenge for beauty brands, which rely heavily on data to personalise their offers and effectively target their campaigns. They must now balance innovation with regulatory compliance or risk losing consumer trust.

One of the immediate consequences of these changes is a shift in consumer behaviour. The era of third-party cookies, which enabled precise, personalised targeting, is coming to an end. Google has announced the phasing out of these cookies on its Chrome browser, forcing brands to rethink their tracking and engagement strategies. For the beauty industry, this means exploring alternatives such as proprietary cookies, first-party data and contextual marketing strategies.

Consumers, who are increasingly concerned about their privacy, are demanding greater transparency and authenticity from brands. They are looking for safer and more personalised online experiences without compromising their privacy. For businesses, this means building trust through quality content, genuine interactions and clear commitments. Influencers play a key role in this. Their ability to humanise brands and build strong relationships with their audiences makes them ideal partners for communication campaigns.

As the web transforms, beauty and cosmetics brands must also deal with the emergence of new technologies. Artificial intelligence (AI), augmented reality (AR) and chatbots are opening up new opportunities to enrich the user experience. For example, AI is enabling the development of personalised skin diagnostics, while AR offers virtual make-up trials, revolutionising the customer journey.

However, adopting these technologies is not without risk. The investment required to implement them can be significant, and their integration must be carefully considered to avoid a gadget effect. What's more, the use of these technologies raises ethical issues, particularly when it comes to respecting users' privacy. Brands must therefore ensure that they use these innovations responsibly and transparently.

Faced with these challenges, the beauty and cosmetics industry needs to rethink its business model. The traditional model based on online advertising is increasingly being challenged by the rise of ad blockers and users' growing distrust of intrusive advertising. Brands need to explore new ways of reaching their target audience.

Branded content is proving to be a promising strategy. By creating engaging, educational and relevant content, companies can naturally draw consumers into their world. Podcasts, how-to videos and blog posts offer opportunities to tell stories, share advice and reinforce brand image. This approach not only avoids the rejection of traditional advertising, but also creates a strong emotional connection with the audience.

In addition, social commerce platforms such as Instagram Shopping or TikTok offer new ways to integrate sales directly into the user experience. These channels make it possible to turn social interactions into transactions, facilitating the purchase process. Beauty brands must therefore invest in these platforms to remain relevant and accessible.

Finally, beyond the technological and economic aspects, the beauty industry must also respond to consumer expectations in terms of social and environmental responsibility. Digital marketing campaigns need to be aligned with the values of transparency, inclusivity and sustainability. Brands that integrate these principles into their communications by promoting ethical and environmentally responsible products will be able to stand out in an increasingly competitive market.

In conclusion, the beauty and cosmetics industry is facing profound changes on the web that are forcing it to rethink its approach to digital marketing. Between evolving web infrastructures, new data regulations and changing consumer expectations, brands must innovate to stay relevant. By adopting a more authentic, transparent and responsible approach to digital marketing, they can not only overcome these challenges, but also seize new opportunities to connect with their audiences.