The beauty industry: it’s big business. With an anticipated global worth of $805bn by 2023, it’s an industry riding the wave of the unpredictable world we’re living in. In a trend reminiscent of the red lipstick movement in the 1940’s, consumers are turning to the beauty hall (and increasingly, to e-tailers, too) to help them look and feel good about themselves at a time when there is so much uncertainty in the world.
There’s a plethora of different potions and lotions that claim to fix every skincare woe you can think of (and some you haven’t thought of yet). There’s KBeauty. There’s JBeauty. There’s a serum for this, a peptide for that, and if you’re not spending your Sunday evening smothering your pores with a sheet mask, what are you doing with your life?
But, to be honest, it’s all got just a little bit too complicated. And consumers are becoming disengaged with the amount of noise around beauty. Gone are the days of an air-brushed model or a glowing testimony from an A-list celeb. Consumers today want honest beauty.
With the rise of the ‘clean living’ movement, consumers are increasingly savvy when it comes to what’s in (and more importantly, what’s not in) their skincare. And, just like many other categories, beauty is seeing a shift towards simplicity. A shift towards provenance of ingredients, towards more meaningful aspiration, and importantly, towards feeling an emotional (and therefore trusted) connection with the brand.
So, what does that mean for social content?
Focus on reality.
The beauty industry has become adept at selling an idealised image of beauty – one that is not in the slightest bit realistic (nor attainable). Content should feel ‘real’. There’s still a need for a high production value (after all, we are still in the business of selling our product), but consumers should be able to imagine themselves in the same reality.
Curate a lifestyle.
Social media is not just an opportunity to sell your product. It’s an opportunity to help the consumer make some meaningful changes to their lifestyle. For example, if you’re targeting consumers who are concerned about the appearance of dark circles under their eyes, don’t just service them with content promoting your eye cream; think about an at-home ritual or massage routine they can follow to help aid circulation and lymphatic drainage, too.
Connect consumers with your brand (not just your product).
When it comes to engaging consumers with your brand, taking the consumer “behind the brand” is a powerful tool. It gives you so much opportunity to showcase what you do and how you do it – whether that’s telling the story of your ingredient sourcing, highlighting some of the great causes you’ve helped, or simply bringing the team to life, connecting consumers with your brand is vital. It helps build trust and loyalty– and the sales will follow.