23 Apr Why health and beauty industries should leverage on digital marketing
With the rise of the internet and especially social media, health and beauty companies, like all other industries had to redesign their marketing strategies and the way they communicate with their consumers.
Gone are the days where fashion houses set the trends and everyone followed; today consumers and influencers set the pace and those in the industry who are on top of things are ready to run with new ideas inspired by the public.
Digital marketing is useful, and I dare say essential, in every industry and sector. But if possible, it is even more crucial when it comes to health, beauty and fitness. It has also opened up so many more options and avenues to explore when it comes to brand positioning lead generation. The greatest part of social media is basically built on selfies and experiences (don’t quote me on this) and this creates potential for awesome campaigns.
Where these companies used to leverage glossy magazines and high quality television ads to market their products, the mediums have now shifted to social media sites like Facebook, YouTube, Instagram and the like. Communication has become a two-way street between consumers and brands and brand owners should cultivate a direct relationship with their customer in order to stay relevant.
Stephane Berube, CMO at L’Oreal talks about his company as both manufacturer and service: “Our consumers are at the heart of the business and we work tirelessly to offer products and services they want and need. They are now in the driver’s seat – they are no longer going to be told what to do or what to buy. They know what they want and they will interact with brands how they want.”
An example of the power of digital marketing in the beauty industry is the Fenty campaign. The company, owned by Rihanna, launched a 100% digital campaign in 2017 which was largely geared around Instagram and influencer content.
By finding out that countless women are struggling to find foundation that matches their skin and that women of darker colour often pay more to buy specialist products that match their skin colour, Fenty launched its foundation in 40 different shades. It was built on a ‘beauty for all’ concept and was lauded for its inclusivity, body positive messages and diverse marketing techniques. Its unique Instagram strategy drew 1.4 million followers within just four days!
Companies who understand the place social media and digital marketing hold in our society and how to leverage it to stay in tune with their customers will be a cut above the rest. Now more than ever there is a global drive towards healthy living – exercise trends are on the rise, ‘active wear’ is in and vitamins are cool. Average people who don’t consider themselves fashionistas are suddenly aware of the latest beauty crazes and jumping on the bandwagon – I mean who hasn’t rocked the rose gold hair?
Everyone can see what everyone else is doing, what they’re wearing, where they are exercising, who their lifestyle coach is and how their hair is styled. Celebrities and people with an edge and a giant following on social media become influencers and they set the trends and shape the way people view certain brands and products. It’s not hard to see that to be to be online is to be relevant.
Fortunately for those in the health and beauty industry, it’s not necessary to be a make-up master and a social media savant. There are digital marketing companies out there who understand the importance of the industry in the lives of the consumers and how to establish a loyal and long-lasting relationship between brand and consumer. These are exciting times for marketing campaigns and anything is possible and creativity is the name of the game. Don’t get left behind – let digital marketing work for you!