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Consumer habits are changing. Digital technologies enable shoppers to explore products and brands in more depth, and directly engage with content. There is a growing demand for two-way conversations. The cosmetic and beauty industry is experiencing serious disruption.

The digital age prompts brands to create direct relationships with their customers through content, communication, and truly understanding the needs of your audience. Companies that put customers at the heart of their brand relate better with customers.

The difference between winner and losers in the cosmetics industry is determined by which brands are reaching out to their audience with relevant online content. The type of device also plays a role. A detailed report compiled by UK Beauty reveals that bounce rates on mobile devices are in decline whilst desktop computers are going the other way.

Online content not only makes it easier for women to discover the latest trends, it also has to show how they can adopt them. Shopping behaviours have shifted from beauty basics like mascara, foundation and lipstick, to styles like lining, shadows and contouring.

The power of video on social media

Consumers have shifted from brands that focus on product-based models in favour of brands that publish informative content and provide an engaging user-experience. Cosmetic brands have subsequently moved into social media and are producing more videos now than ever before.

Video provides consumers with a fully interactive experience. Unscripted videos that are close to real life are helping cosmetic companies turn customers into brand addicts. Beauty lovers want content that feels intimate, someone they can watch, enjoy and learn from.

Social media channels are a great tool for distributing content but with all the noise, simply posting content on your profile limits your exposure to a wider audience. Brands such as Ofra Cosmetics confront that issue by using influencers to help built trust around their products and tap into a wider network of beauty lovers.

Influencers in the cosmetics industry are also using Alibaba’s Tmall livestreaming platform, Beauty China. According to Gartner L2, the innovative platform has been adopted by 67% of cosmetic brands who are using celebrities to generate as much as 23 times more engagement.

Online cosmetic videos

Consumers are also using online channels to save them having to make a trip to brick and mortar stores. Consequently, websites have to be better equipped to provide information that tackles questions and dispels doubts consumers would ordinarily have when visiting stores.

For example, customers looking for a specific shade of lipstick or eyeshadow want to know how the colour looks against their skin. Online solutions include interactive digital videos that share impressions through online visual art.

The UK biggest health and beauty retailer Holland & Barrett is taking a hybrid marketing approach by combining online and offline video content in a campaign that promotes in-store and digital video. The focus of the campaign is a video that reveals what goes onto their skin is as good as the nutrients that goes into their bodies.

Debenhams is also strengthening its cosmetic and beauty campaigns by integrating digital and social elements into an in-store experience. The department store is offering test and learn concepts that drive choice and answer on consumer-led pain points such as ‘The Festival Survival Kit.’

Digital video is dominating the cosmetic and beauty eco-system. Brands that do not prioritise online cosmetic videos and push content through influencers not only risk losing customers, you also miss out on a wider audience.

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