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Trends + Trendsetters: The Best in Beauty Content Marketing
The document outlines content marketing strategies for beauty brands, highlighting the importance of understanding consumer behavior and trends in the industry. It emphasizes the need for brands to engage audiences early in the research process and showcases best-in-class marketers, such as Bobbi Brown, Chanel, Birchbox, L’Oréal, Maybelline, and Aesop, along with their unique brand characteristics and content pillars. Key takeaways include defining brand voice, utilizing influencers, and considering e-commerce integration to enhance customer loyalty.
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An introduction to trends and strategies in beauty content marketing by NewsCred's Strategy Team.
Shoppers increasingly purchase beauty products online; 31% research makeup online before buying.
Understanding online research behavior of beauty shoppers: 49% start with non-branded terms.
Beauty shoppers utilize mobile devices and videos for research; seeking product information and tutorials.
Key strategies for beauty brands: engage early in the research process and provide valuable information.
Leading beauty brands excelling in content marketing: Bobbi Brown, Chanel, Birchbox, L’Oreal, Maybelline, Aesop.
Bobbi Brown's brand voice and content pillars; focuses on lifestyle beyond beauty.
Chanel embraces a luxury, aspirational brand voice; its content aligns with elite lifestyle expectations.
Birchbox presents itself like a magazine, engaging in fun, feminine, and youthful content.
L’Oréal utilizes editorial e-commerce with a friendly tone; focuses on beauty news and how-tos.
Maybelline's urban, bold voice; integrates e-commerce seamlessly with engaging content.
Aesop combines literary tones with product storytelling; focuses on cultural engagement.
Essential takeaways for brands in beauty content marketing: define voice, know your audience.
NewsCred offers tailored marketing support and solutions for brands looking to grow.
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Trends + Trendsetters: The Best in Beauty Content Marketing
- 1. Trends + Trendsetters: TheBest in Beauty Content Marketing
- 2. Welcome! NewsCred’s Strategy Teamhelps brands build and hone their content strategies, taking into consideration marketing goals, brand positioning, and the competitive landscape. Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the beauty industry. Interested in learning more? We’d love to hear from you! Feel free to reach out at [email protected]. - Caitlin Domke, Brand Strategist, NewsCred
- 3. Some good newsfor brands: Shoppers are purchasing more beauty products online than ever before, across all categories.
- 4. Source: A.T. Kirneystudy, 2014 0% 5% 10% 15% 20% 25% 30% 35% 40% Skincare Personal Care Hair Care Nail care Color Cosmetics Fragrances Beauty product categories consumers regularly buy online: 2012 2014
- 5. Source: eMarketer, 2014 31%of consumers research makeup online before purchasing
- 6. About 50% ofbeauty product consumers are open to different brands when they begin their online research. Source: Google/Millward Brown Digital Beauty Study, July 2013
- 7. That’s a huge opportunityfor beauty brands! Source: Google/Millward Brown Digital Beauty Study, July 2013 “I was not sure what brand I would purchase” “I considered multiple brands” “I knew what brand I would purchase” 54% 24% 22%
- 8. “When it comesto growing an online shopper base for consumable categories, knowing what drives behavior is vital to increased engagement. - NIELSEN- ”
- 9. 49% of undecidedshoppers search exclusively for non-branded terms when they begin their research Source: Google/Millward Brown Digital Beauty Study, July 2013
- 10. What are beautybuyers searching throughout the research process? Awareness Evaluation Purchase #thinkcontentSource: Google/Millward Brown Digital Beauty Study, July 2013 Research Phase 50% searching category terms 21% searching retailers 28% searching brands Final Query Before Purchase 37% searching category terms 39% searching retailers 39% searching brands
- 11. Source: Google/Millward BrownDigital Beauty Study, July 2013 Beauty shoppers use mobile devices as research tools Beauty researchers tend to use smartphones (34%) and tablets (43%) to research their beauty purchases, and they’re more likely to do so when compared to the general U.S. population (30% and 28% respectively) Millennials and affluents (HHI $100K+) are more likely to research on mobile Beauty Researchers General U.S. Population 34% 43% 30% 28%
- 12. Source: Google/Millward BrownDigital Beauty Study, July 2013 Beauty shoppers turn to online video to research their beauty purchase To find more info Even on the go 55% of beauty shoppers that watched a video did so to gain general information 64% of mobile and tablet researchers use video while shopping for beauty products
- 13. Source: Google/Millward BrownDigital Beauty Study, July 2013 Shoppers seek specific product information and how-to advice most often Product feature videos 48% How-to videos 37% Customer testimonials and reviews 37%
- 14. The beauty brandsthat are succeeding in content marketing: • Get in front of shoppers early in the research process • Truly connect with their audience • Provide useful information at all stages of the purchase funnel
- 15. Best-in-class Content Marketersin the Beauty Industry: 1 Bobbi Brown 2 Chanel 3 Birchbox 4 L’Oreal 5 Maybelline 6 Aesop
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- 17. Brand Characteristics • Fresh-faced • Sophisticated • All-American • Driven by its founder, Bobbi Brown About the brand
- 18. “A blog basedon truth, beauty, & being amazing.” • Tumblr-like • Written in 1st person through Bobbi’s voice Voice: Casual and approachable while maintaining expertise Content Pillars: • Not just makeup and beauty • Content speaks to not just about how a woman can get the Bobbi look, but how she can live the Bobbi lifestyle • Personal photos and content from Bobbi • Culture & Celebrity • Travel • Fashion The blog:“Everything Bobbi”
- 19. Fashion coverage (Note: Notjust Bobbi Brown products)
- 20. Recipes + Cooking Healthy,clean, simple – and on-brand
- 21. Helpful Advice +How To’s
- 22. Profiles of InspiringWomen
- 23. Tutorials and BeautyLessons Approachable tone Includes links to purchase products
- 24. Imagery The site includesmostly photos of the product, versus the product on models/people
- 25. Social Media • Samebroad content as blog (lifestyle– not just beauty) • Interacts with its customers • Channels: Facebook posts, Pinterest boards, Instagram photos, and tweets
- 26. • Decide ifit serves you best to position yourself as a singular expert in the beauty industry, or if it makes sense to branch out into complementary categories, like Bobbi’s brand strategy. • Reflect on the subjects that your target audience is interested in. Does it make sense for your brand to discuss topics ranging from manicures to Mandela, as Bobbi’s blog does, to capture the attention of its sophisticated and informed target audience? Takeaways
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- 28. Brand Characteristics • Luxury • Elegant • Parisian flair • Contemporary • Classic About the brand
- 29. Chanel News • Readslike the New York Times Style section • Strictly promotional in nature Voice: Aspirational tone of elite aloofness Content Pillars: • Behind-the-scenes • Celebrities • Events & Shows • Chanel brand history The Blog
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- 33. Products No links orproduct info
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- 35. Imagery • Highly-editorialized photography • Lots of models and celebrities • Vintage Chanel photos • Beauty products on a model vs. the product itself
- 36. Social Media • Chanel-specific • Doesn’t follow anyone – adding to exclusivity
- 37. • Always consideryour brand’s audience and identity when determining whether to keep content broad or narrow. Think about what relates to your industry or company directly. • For a pedigree brand like Chanel to remain slightly aloof in its blog content and social tone aligns with the aspirational lifestyle the brand represents – that’s what consumers expect from it as a status symbol. • Do your product shots represent the buying process or the fulfillment process? Which is more appealing to your audience? Takeaways
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- 39. Brand Characteristics • Fun • Feminine • Playful • Youthful About the brand
- 40. • Blog brandsitself as a magazine • Has monthly issues Voice: Like a magazine, Birchbox’s team of editors are featured to give it a personal tone Content Pillars: • Haircare • Home • How-tos • Makeup • Trends • Wellness • Food The Birchbox“magazine”
- 41. Beauty How To’s Writtenby a beauty influencer Includes links to purchase products
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- 43. Celebrities & Culturewith a beauty spin
- 44. Features content fromits fans/users
- 45. Imagery • Use “realwomen” to show off products – including staffers and Birchbox fans • Editorial but playful product shots • Young and cool celebrities
- 46. Social Media • Sametone as magazine/blog • Same content • Interacts with fans w/ very casual voice • Huge Pinterest presence and following
- 47. Takeaways • Think ofyour customer first – how can you help them? And how can you feature them and include them as a source of content? • Remember that to retain audiences and to keep them coming back, you’ll need to create a brand personality, tone, and atmosphere that is familiar to your fans. This will help your content stand out as well. • Know your strengths on social – if visuals are your strong suit, going all out on Pinterest and Instagram can help you stand out and acquire followers in a less traditional way.
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- 49. Brand Characteristics • “L'Oréalstands for beauty, innovation, sustainability and scientific excellence.” • Global audience • Approachable and aspirational products for hair, skin and nails • Range from affordable drug-store buys to high-end luxury products About the brand
- 54. “Open, apply daily,and prepare to be informed, inspired and delighted.” • Editorial e-commerce Voice: In-the-know BFF, a mix of Refinery29 and Glamour Content Pillars: • Beauty News • Giveaways • Looks • Product Picks • Tips & Tutorials • How-To Videos The blog:“Makeup.com”
- 55. Beauty News • What’sTrending • Celebrity Interviews Pinterest-ready images Different product lines side-by- side, displayed the same way they would be in a magazine. Editorial but friendly tone
- 56. Giveaways • Same feelas magazine giveaways
- 57. Looks • Organized byoccasion • Wearable styling
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- 59. Tips & Tutorials • Step-by-step guides for makeup, hair, nails and skin • Videos bring ideas to life
- 60. Social Media • Samecontent on all channels except Instagram • Friendly tone but they don’t really interact with audience • Most cohesive presence on Pinterest
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- 62. Takeaways • Create contentwith social channels in mind. Approachable DIY pieces are well-suited for Pinterest and eye-candy shots are best on Instagram. • Focusing on the outcome instead of the product can be a great way to build brand loyalty. • Positioning your content marketing as a women’s lifestyle site or magazine allows you to represent a wide range of products.
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- 64. Brand Characteristics • Bold • Colorful • Experimental • Urban • Young • Hip About the brand
- 65. “Reporting live from Maybelline’sheadquarters in New York City.” Voice: Edgy and artsy similar to Refinery 29 Content Pillars: • What’s New • Makeup Products • Makeup Videos • City The Blog: City
- 66. What’s New • Totale-commerce integration • Navigation takes you back to “Makeup Explorer” not to content site
- 67. Makeup Products • Moree-commerce • Includes reviews • Searchable by eyes, face, lips, nails, brushes and accessories • Standard product shots
- 68. Makeup Videos • Highlystylized videos • Use models and professional artists • Includes makeup tips and featured videos of runways Plug fashion week sponsorship
- 69. City • Fashion content • Beauty tutorials • Street style shots • Interviews with Brooklyn-based stylists • Voting on looks
- 70. City • Content isoptimized for social sharing
- 71. Social • Facebook, Twitter,Instagram and Tumblr • First-person, conversational tone • All channels portray the idea of a cool, hip, fun-loving urban woman • Guided by the sort of things the audience would publish
- 72. Social • Best presenceon Instagram • Makes “City” a lifestyle • Shots aren’t overly stylized • Images showcase the product as it is sold
- 73. Takeaways • Find whereyour audience spends the most time and create community there. • Focus on the user’s beauty experience. • Be authentic. If your product is sold in drug stores, own it!
- 74.
- 75. Brand Characteristics • Establishedin Melbourne in 1987 • Honest and simple products for skin, hair and body • “The cult beauty brand that tries not to be.” The Cut About the brand
- 76. • Blog takesthe form a monthly magazine Voice: A cross between a literary magazine and NYT Style section Content Pillars: • Shelf life • Fable • Free Radical • Essential • On Beauty The Fabulist
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- 79. Shelf Life • Onliving the literary life
- 80. Free Radicals • Interviewswith designers, artists, writers, etc.
- 81. Essential • Interesting, must-have productsfor better living
- 82. On Beauty • Notjust physical beauty but aesthetics
- 83. • Twitter isused by the brand for cultural exchange • Some mentions of product but mostly articles Social
- 84. • Instagram showcasesthe brand’s in-store experiences Social
- 85. Takeaways • Consider engagingthe audience’s interests beyond the scope of your product. What else are they passionate about? • Should different social channels focus on different aspects of your brand? • What is the strength of your brand? Make it the center of your content marketing strategy.
- 86. Key Learnings and Questionsfor your Brand
- 87. Tips + Takeawaysfor your Brand 1 It’s important to know and define your brand voice -- personality, tone, atmosphere 2 Make sure you know your target audience. Deliver what they’re interested in + what your brand stands for. 3 Consider if you want e-commerce integration 4 Utilize influencers to create compelling content and build in an amplification plan 5 Tap into your fans with UGC 6 Create content that can be incorporated into a reader’s daily routine to create loyalty 7 Employ visual consistency 8 Consider buying vs. fulfillment process with images
- 88. Key questions foryour brand to answer about your content 1 Do you want this to look like a magazine? 2 How broad will your content be? is it specific to beauty or is it lifestyle? 3 Who are you including photos of? • “Real” women? • Celebrities + models? • Mostly products? 4 What are your product shots like? • Glossy/editorial? • Inspired by your fans’? • Playful? Serious? Luxurious? Flirty? 5 How much product integration do you want? 6 List three adjectives that describe your target consumer 7 What is your brand personality?
- 89. Want to learnmore? Our team of strategists can help your brand build a marketing growth engine. From ongoing support and program management, to customized strategy sessions and workshops, we’ll set your brand up for success.
- 90. NewsCred is the most comprehensive contentmarketing solution.
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