Using Digital to Launch your Beauty Brand

HOW TO USE DIGITAL TO EFFECTIVELY LAUNCH YOUR BEAUTY BRAND

SEAN SINGLETONMANAGING DIRECTOR

#incosGlobal

1. INTRO

2. HOW DIGITAL HAS CHANGED THE BEAUTY LAUNCH

3. THE DIGITAL LAUNCH PROCESS

4. 5 BEAUTY LAUNCH TRENDS

5. SUMMARY

6. Q&A

CONTENT STRUCTURE #incosGlobal

1. INTRODUCTION

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The Digital World Of BeautySean Singleton, Group Managing Partner, Skive at in-cosmetics, Milan, March 29th, 2011

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THIS WAS ME #incosGlobal

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The Digital World Of BeautySean Singleton, Group Managing Partner, Skive at in-cosmetics, Milan, March 29th, 2011

#incosGlobal

#incosGlobal#incosGlobal

WHAT’S CHANGED SINCE THEN?

MMMMMMobile internet overtakes

Desktop internet

Facebook reaches 1 billion users

Online US beauty sales Reach $4.3 billion

Snapchatlaunches

US Online advertising revenueovertakes print advertising

Facebook buys Instagram for $1 billion

42% of world’s Population are online

YouTube reaches over1 billion monthly users

Instagram reaches1 million active advertisers

2011 2012 2013 2014 2015 2016 2017

DIGITAL INNOVATION TIMELINE #incosGlobal

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2. HOW DIGITAL HAS CHANGED THE BEAUTY WORLD &

THE LAUNCH PROCESS….

Ed HolmesGeneral ManagerKiehl's & New Business ASIA PACIFIC

“I'd say the most important thing is digital has lowered or removed

the cost of entry into a marketplace for new brands and launches.

Especially on make-up, where influencers, the selfie generation and

the 'instagrammable’ phenomenon means brands that were once

niche are now mainstream with immediate awareness.

Also make-up consumption has grown exponentially with the selfie

meaning people often want to present their 'best self' to their

network. Previously the awareness investment model would have

cost millions, with that gone MUP is now fastest growing category

and far more competitive for all beauty players. In luxury skin care

and fragrance it has enabled marketers to segment very clearly

and drives you to be laser focused on the consumer in your

strategy, product development and creative content.”

#incosGlobalTHE MARKETEER

Troy SurrattBrand Owner/Founder

"Digital has taken the beauty industry to a much more connected level – social

media enables me to connect with customers globally and instantly whether through

Instagram, Facebook live appearances or podcasts. For the launch of my Surreal

Skin Foundation Wand, I could interact with customers, getting feedback on the new

product and which shades they love.

Sharing the Surratt Beauty aesthetic online helps bring the brand to life, wherever

our customer may be. On Instagram, for example, I can promote in-store

masterclasses by our make-up artists and showcase celebrity, runway and editorial

work or press coverage. This two-way communication makes the experience more

intimate and ultimately more rewarding for everyone involved”.

#incosGlobalTHE BRAND OWNER

Alun WilliamsGroup Publishing DirectorRodale-Heast

“Digital keeps us connected to the topics that matter most to our reader – we are able to tailor our content towards what performs and resonates best with our demographic.”

#incosGlobalTHE PUBLISHER

Millie KendallMarketing Director

“Social media and influencers have now become central to many beauty launches. There has been a shift from using supermodels and actors to digital influencers.

L'Oreal's latest foundation campaign featured 23 'inspirational individuals'. These individuals have shot to fame and gained the title of influencer through social media and are now the driving force behind major launches.

However it is much easier these days in many ways to cut through as although there are more brands, the reach via social and online media is huge. Back in the ‘90s we had to create a following via word of mouth, there was no internet.“

#incosGlobalTHE PR

Liz WildeBeauty Editor

#incosGlobalTHE BEAUTY JOURNALIST

“So….. I can’t remember the last time I went to a beauty launch event. I consider them a waste of time. As a freelancer where time really is money, I can find a zillion things more productive than sitting in a room listening to the latest sales pitch and making small talk.

A PR told me recently they dread it when their clients want a traditional launch as it’s so hard to get people to attend.

Which makes me think Digital has basically killed the beauty launch.”

Nadine BaggottBeauty Editor

#incosGlobalTHE BEAUTY TV PRESENTER

“Some brands have done live webinars, offered digital press packs and only paperless post, but you would be horrified by the amount of ‘old school’ invites, launches and press materials I still get to this day. The most successful digital launches have offered a live feed (P&G did their Awards one year like this), that you could also then download or stream and watch later.

This makes perfect sense for me - why wouldn’t you offer a live stream of a product/service/store launch - no one has the time to go to every launch now, there are simply too many.”

Mike RamseyerFounder

#incosGlobalTHE RESEARCHER

“The immediacy of digital provides the platform whereby beauty can now react to consumer trends, launch a new product, reach out and engage with their customers in a way that print cannot provide. The data provides a very clear picture: online titles and e-zines are now the primary platform for new beauty product launches.

However beauty product launches are not moving away wholesale from traditional media. Our belief is that an omnipresent approach is more effective, and in some ways, beauty still has some way to go in finding the right balance, with the different product types embracing digital in different ways.“

Krista MaddenBeauty Editor

#incosGlobalTHE BLOGGER

”Forget about embargoes, as soon as your product is in someone’s hands it will appear

online, everyone wants the scoop and a the ‘big reveal’ to get the followers and traffic

and build the reputation for being the best influencer. You have very little control over

when, where or what - everybody’s opinion counts; big or small audiences can be

influenced.

Think about where you want your product to appear, what is the best social platform for

you to get promotion and engagement on, is it just raising awareness or do you want to

sell your product?

If you want to drive traffic to an ecommerce site to make sales, make sure a smart SEO

strategy is in place….........

Krista MaddenBeauty Editor

#incosGlobalTHE BLOGGER

Clients are often too keen to spend a lot of money on making a video and don’t take into

account how young the YouTube audience is, think about your demographics wisely.

Use influencers and bloggers as part of your PR or ad content, don’t automatically book

a model -although some of these will have built an audience independently now.

Don’t expect bloggers who love doing outfit posts to post pictures of other models and

bloggers on the personal feed and space; use their influence and popularity to work for

you.

You can’t impose your message anymore, bloggers want to give their opinion, not be

force fed by big brands anymore”.


3. THE DIGITAL LAUNCH PROCESS

#DAU16#incosGlobal

DIGITAL

PRE-LAUNCH LAUNCH POST-LAUNCH

DIGITAL

#incosGlobalTHE LAUNCH PROCESS

DIGITAL DIGITALANALOGUE

PRE-LAUNCH


• Most important stage in the process is the planning. We’ve got tools that allow us to understand audiences and our customers better.

• “You’ve got to start with the Customer Experience and Work back toward the technology” - Steve Jobs

Y O U R F A V O U R I T E S T O R Y

Consumer insight

Auditing

Behavioural data

Business Objective

User Research


#incosGlobal#incosGlobalFAIL TO PLAN, PLAN TO FAIL

• Consumer patterns are changing all the time with multiscreening and mobile being the norm.

• Not understanding the mobile customer journey makes companies ripe for disruption from outside forces.

#incosGlobal#incosGlobal#incosGlobalDEVELOPING A STRATAGY

• Customers expect a seamless journey across devices and channels.

• Only 54% of companies are completely mapping out the customer journey.

• Can always adapt and optimise

Y O U R F A V O U R I T E S T O R Y

#incosGlobal#incosGlobal#incosGlobalMAP THE CUSTOMER EXPERIENCE

82% of all consumer internet traffic will be video by 2020

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Y O U R F A V O U R I T E S T O R YY O U R F A V O U R I T E S T O R Y

#incosGlobal#incosGlobal#incosGlobalA NOTE ON VIDEO

LAUNCH


AND MORE PEOPLE GRAVITATE TO INTERATIVE EXPERIENCES

Consumers gravitate toward those experiences that provide them with the stimulation they are looking for.


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AND BRING THE PRODUCT TO THE PEOPLE


A GOOD EXPERIENCE APPLIES TO ECOMMERCE• The experience of the customer buying and interacting with your brand

is key and should be based around an enjoyable customer experience.


POST-LAUNCH


• To create a demand and buzz at an early stage.

NO BETTER REFERRAL THAN WORD OF MOUTH


• This applies to your social reputation and having a presence across key social channels will grow your awareness.

• Don’t overlook the great opportunities that come from creating a community around your launch.

WHICH MEANS DIFFERENT THINGS IN AGE


• Give services that people can’t live without

• Don’t forget about them after purchase. Keep in touch and help them get the most out of their purchase (email is one example that remains effective).

• Reward them

CUSTOMERS AREN’T NATURALLY LOYAL

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4. FIVE BEAUTY

LAUNCH TRENDS

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• To create a demand and buzz at an early stage.

NO BETTER REFERRAL THAN WORD OF MOUTH

1. SOCIAL INFLUENCERS #incosGlobal

KYLIE JENNER LIP KIT

1. SOCIAL INFLUENCERS #incosGlobal

COLLAB PRODUCTIONS• Give services that people can’t live without

2. COLLAB PRODUCTIONS #incosGlobal

KATE MOSS X RIMMEL

2. COLLAB PRODUCTIONS #incosGlobal

CURATED BOXES

3. CURATED BOXES #incosGlobal

BIRCHBOX

3. CURATED BOXES #incosGlobal

MEMBERS ONLY

4. MEMBERS ONLY #incosGlobal

BEAUTY PIE

4. MEMBERS ONLY #incosGlobal

CREATE A CAUSE

#incosGlobal5. CREATE A CAUSE

#incosGlobal5. CREATE A CAUSE

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YOUR FAVOURITE STORY SPECIAL OFFER

B

#incosGlobalFREE E-BOOK

[email protected]

EMAIL ME TO ASK FOR YOUR COPY

IN SUMMARY….

YFS STRATEGIC APPROACH

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1. IMPROVING MARKETING PERFORMANCEImproving conversion throughout the customer journey and reducing

inefficiency.

GET BETTER ROI

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2. BRAND BUILDINGIn a world where customer experience is the brand experience.

Digital has great power.

GET A STRONGER EMOTIONAL CONNECTION

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3. FUTURE PROOFINGThe technological revolution is creating lots of new opportunities and

challenges in marketing.

GET AHEAD OF THE COMPETITION

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THANK AND SEE YOU IN 2023! #incosGlobal

FINALLY5. Q&A

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Using Digital to Launch your Beauty Brand

Marketing

Transcript of Using Digital to Launch your Beauty Brand