The Future of Marketing In Beauty & Cosmetics

That Doesn't Work Anymore

Email Marketing & Newness:

• In fashion and beauty, new products are significant drivers of retention and engagement.
• Emails that feature new and exciting content tend to perform better.

Innovation & Product Launches:

• Innovation is critical; presenting new products frequently keeps customers interested.
• Comparison to historical commercial salesmen who always had to present something new to maintain interest.

Personalization in Email Marketing:

• Although personalization is valued, the return on investment may not always justify the effort.
• Broad targeting and exciting product features can sometimes outperform personalized emails in terms of engagement and sales.

Consumer Behavior & Segmentation:

• Different products (e.g., skincare vs. makeup) exhibit varied consumer behaviors and purchase frequencies.
• Leveraging seasonal trends and consumer preferences is vital for effective marketing strategies.

Retail Media Networks:

• Retail media is a cost-effective acquisition tool, particularly for startup and scale-up brands.
• Digital activation and in-store promotions are essential strategies for driving sales.

Gen Z Audience:

• Gen Z consumers are highly knowledgeable, research-driven, and influenced by social media.
• They value product effectiveness over brand loyalty and tend to be omnichannel shoppers.

Technology & Platforms for Startups:

• The availability of various tech tools (Shopify, Google Merchant Center, Klaviyo, etc.) has lowered the barrier to entry for new businesses.
• Integration of data across multiple platforms remains a significant challenge.

In-Store Digital Innovation:

• Upcoming trends include high-quality in-store digital screens that enhance visual merchandising and customer engagement.