The beauty industry has seen explosive growth in the past few years, with the sector expected to rise from $80 billion to a whopping $90 billion by 2020.
The growth is down to consumers, dubbed the ‘selfie’ generation, access to visual social media platforms like YouTube and Instagram for beauty inspiration. As the selfie generation turns away from traditional advertising methods, beauty brands are becoming more creative, putting more focus on their digital marketing campaigns in order to capture their audience’s attention.
With this in mind, here are three brands VerriBerri, Essex beauty marketing believes had the best content marketing strategy in the industry.
No brand has had an impact on the beauty industry like Fenty. Founded on a ‘beauty for all’ concept, Fenty was launched in 2017 with a 100% digital campaign geared around Instagram and influencer content. The company released its first foundation in 40 shades and combined reviews from industry professionals, models and everyday fans to set the tone for inclusiveness, body positivity and diverse marketing. As a result of its unique Instagram strategy, Fenty gained 1.4 million followers in just four days.
Thanks’ to its clever digital strategy, NYX has generated an almost cult-like following. As well as its reliance on user-generated content, the brand created its annual Face Awards, an online competition for beauty to vloggers to showcase their make-up skills.
NYX’s Face Awards not only increased brand awareness through audience participation but enabled NYX to capitalise on the growing wealth associated with video content on social media platforms.
Social media marketing has become imperative to have a successful beauty brand. In the past few years, L’Oréal has shifted its marketing focus, allocating 30% of its media spend to digital channels. One of its most successful content marketing strategies was its ‘Beauty Squad’ campaign. The campaign involved a number of influencers, such as In The Frow and Patricia Bright, creating YouTube Videos and blog posts on the latest beauty trends.
By creating beauty tips, advice and tutorials, L’Oreal’s beauty squad allowed them to capitalise on influencers combined reach of 5.5 million.