There are plenty of effective ways that companies in the skincare industry can generate more brand awareness and increase their sales through marketing and beauty PR efforts. Strategies such as content or influencer marketing, social media initiatives, and more, are incredibly useful in branding campaigns, and many times, the best way to know how to implement them, is to learn from the best examples.
In 2018, L’Oreal ended up acquiring ModiFace which is a company that works in augmented reality. That’s when the beauty brand finally started embracing a new type of marketing strategy that gave the company a competitive advantage over more innovative and younger competitors.
When working with ModiFace, L’Oreal finally started to provide its customers with a truly immersive experience by offering try-on mirrors inside the physical stores, as well as a new AR makeup feature on social media platforms. These opportunities allowed customers to try out and explore products before they decide to make a purchase which is especially useful in specific types of products such as hair dye.
The brand also decided to introduce a new line of virtual makeup, which is also known as filters on social media and other video conferencing platforms. When the company acquired the augmented reality business, its sales grew around 8 percent which was largely because of an increase in e-commerce sales specifically.
Even if a skincare brand doesn’t have the big budget like L’Oreal to invest in the latest technology, this is a great example of how a personalized approach and a positive digital experience for the target audience are incredibly important in today’s era.
Although empowerment has become quite a buzzword in the last few years, one of the handfuls of brands that have been truly successful at highlighting empowerment is Dove.
Back in 2004, the company created a new marketing campaign titled Real Beauty with the goal of highlighting self-confidence in women and their natural appearance, after the world spent decades setting up very unrealistic standards of beauty. The campaign was incredibly successful and increased the company’s sales by over $1 billion in the first decade, which made Dove the most popular soap brand in the United States.
The company used billboards with checklists that showed the power of a positive perception to the target audience in the beginning, but later, the company also created a video advertising effort that became the most watched video of all time, titled Real Beauty Sketches which was released in 2013.
What other companies can learn from this example is the fact that having a clear vision, mission, as well as values are incredibly important elements for a brand identity, no matter how boring the solution that the brand provides to the target audience might be.