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Beauty marketing in 2020: It’s personal
A key shift in marketing beauty is an interest in personal style: how ‘real people’ use makeup and skincare products. When discovering and buying, younger consumers look for examples of authentic personal style and trusted recommendations on social media.
With that in mind, let’s look at the top 3 trends in beauty marketing this year.
Trend #1: Authentic vs airbrushed content
Younger people want authenticity: they’re tired of airbrushed ‘perfection’. This goes deeper than content: Gen-Z care about products working for ‘real people’ (think various skin tones and sensitivities).
Our case study with Barry M is a great example of authentic beauty marketing: featuring the new lipgloss on TikTok and using Snapchat stories/ sandwich ads shows real people using this product day-to-day, in line with their personal style. Additionally, encouraging participation helps create genuine connection between brands and consumers: something Gen-Z care about.
Trend #2: Trust in influencers, especially on TikTok
Beauty influencers remain essential to discovery and marketing. Instagram influencers remain popular but TikTok beauty influencers are on the rise, with the first ‘TikTok influencer beauty brand’ launched this month.
Recognizing the importance of TikTok influencers, brands like Fenty have provided a hub for them to create funny, engaging content: The ‘Fenty Beauty House’.
While beauty brands can’t afford to miss out on viral TikTok engagement, finding the right influencers to partner with is challenging. That’s where our one-of-a-kind influencer search tool comes in, easily linking you to influencers who are just right for your campaign.
Huh. A TikTok lipgloss line...?
As previously mentioned, the first beauty line created by TikTok influencers has arrived. Yes, you heard that right.
At Fanbytes, we’re dedicated to helping our talent reach their potential and this is exactly why we have been working with TikTok “twinfluencers” Shanae and Renae Nel, who have 1.2 million followers on their shared account to create their dream brand and promote it to their fans on TikTok.
Want to read more about it? Click here.
Trend #3: Direct-to-consumer (DTC) models
In reference to a more longer-standing trend, beauty brands are operating direct-to-consumer models. Newer beauty brands like Glossier were initially online-only, before opening limited retail locations. Gloss Twins, the first ‘TikTok beauty brand’ operates a DTC model with plans to move to traditional retailers later on.
This provides an excellent opportunity for brands to curate relationships with digital natives like Gen-Z via social.
Interestingly, the DTC model encourages niche marketing innovations, like the rise of augmented-reality (AR) Snapchat and TikTok ‘lenses’ for trying on beauty products. 70% of Snapchat members use AR lenses daily. While AR filter lenses contribute to essential digital storytelling for beauty brands, they can be complex for most brands to try. Enter Fanbytes – our AR experts can help you create an authentic perception of your products.
So, let’s recap the top three trends we’ve seen in beauty marketing this year.
Authentic, unfiltered content appeals to young consumers more than airbrushed celebrity endorsements. Beauty influencers, especially on TikTok, remain critical to discovery and encouraging purchases. Additionally, lots of brands take an online-only approach, meaning marketing has to adapt and innovate in interesting ways, such as AR filters.
If your beauty brand wants to capitalise on these trends, but you’re not quite sure where to begin, get in touch.