Cosmetics and communication are two elements that have always found a meeting point in the individual customer experience. If entering a physical store used to mean finding a space within which to express one’s needs and find the most effective solution, cosmetic marketing is now projected into the social context and becomes part of the daily routine. We are Studio Concept and we promote successful strategies in the cosmetics sector.
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What is influencer marketing and what it can do for your cosmetics brand
Driving sales, the success of the social approach to marketing starts with the concept of brand advocacy. The customer finds himself part of a community in which he finds insights and answers to needs, solutions close to real needs in daily routine. A reference figure is needed: this is the role of the influencer.
It is a marketing strategy that proposes the product through an experiential communication, messages can be entrusted to an emotional tone. The customer gains trust in the brand precisely because it passes through a narrative close to his experience. It is no coincidence that influencer marketing passes through the telling of a story akin to real needs, the customer appreciates this.
What Influencer Marketing does and why it works for your cosmetic product
Creating trust means working on the credibility of the brand, the particular marketing strategy aims to win the attention of the customer. The field of traditional advertising now belongs to a past that is saturated with ideas, the target group proves refractory to a strategy that is increasingly remote from real life.
Everything starts with the collaboration between the brand and the influencer, this step hides the greatest added value: the influencer must align with the brand’s values and aesthetics. We then move on to the practical demonstration of the product, the beauty influencer must guarantee excellent skills in creating tutorials in the field of make-up and cosmetics. The practical demonstration acquires greater value if it takes inclusivity into account, embracing diversity makes communication emotional and therefore also truer.
Facebook by age group 20-50
Although one could call it the “granddaddy of socials”, the tool captures the public’s interest across the board. Unlike the classic approach to visual communication, Facebook offers a window through which to actively interact. The target audience of social approaches communication in a more mature way, this is an advantage.
Communicating and expressing opinions is the basis for active discussion, the strength of Facebook lies precisely in its ability to collect direct feedback. This is the prerequisite for building an active community, the brand can derive valuable suggestions and respond to customer doubts. Its effectiveness lies in its correct use, so the brand’s communication gets through.
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Instagram for a Millennial audience
The choice of platform is an essential element, influencer marketing must go through the most effective channels to reach the target audience. The 25 to 34 year old audience is the most responsive to younger influencers, here beauty marketing can derive excellent communication insights. A lot goes through stories but also through live broadcasts.
Providing safe solutions is an effective approach to a marketing campaign on Instagram, it can give you a direct link to sales channels and in-depth content on the manufacturer’s website. The aim is to show that there is a solution and that it really works, communication in cosmetics comes when it proves its effectiveness in practice. Instagram can guarantee an interesting return.
TikTok for Gen Z
If the other socials are ideal for strengthening the community spirit around the brand, TikTok is the platform closest to the concept of brand engagement. Its strength lies in the game, the capacity for powerful communication lies precisely in the difficulty of distinguishing content made for pure entertainment from that which conveys commercial information.
The target audience is a younger generation, so the message needs to be conveyed in a more genuine register. Where in other socials the focus is on the actual demonstration of the product, here the content is instead entrusted to pure creativity. The aim is to entertain, the brand thus reaches the younger social target.
Beauty Marketing and latest trends
The market outlook is constantly changing, the last three years have been characterised by events that have revolutionised the approach to marketing in cosmetics. The trend of buying from mobile devices shows interesting figures, social promises sales of around $2.9 trillion by 2026. Sales tools are changing to adapt to the changing needs of the target group: influencer marketing is effective, but it cannot ignore the issues of product sustainability and free choice. The customer is important: this is the concept that conquers.
In a digitised and dynamic era, influencer marketing emerges as not only a powerful, but almost indispensable tool in the contemporary landscape of the cosmetics industry. However, for this strategy to reveal its full potential, it is crucial that it is implemented wisely and knowledgeably.
The key to success lies in the attention to detail: from the narrative coherence of the campaign to the credibility and authenticity of the chosen influencer, every element must be meticulously cared for in order to build a winning influencer marketing strategy that is in tune with its audience.
Relying on influencer marketing in the cosmetics industry is not only a strategic choice, but an investment in the future of the brand, a bet on the ability to create authentic connections and to enhance the product through experiences and stories close to the consumer’s reality.
