How Beauty Standards can affect Marketing strategies

 When formulating a marketing plan for a cosmetic brand, you should think about what the beauty standards are for your target areas and how they are different depending on traditions, resources, and culture. Social media platforms are starting to bring trends and styles from around the world together so companies need to take this into consideration when trying to appeal to a wider target demographic.

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High Street Going Digital

Beauty retail has changed dramatically over the last 10 years. With the rise of online, retail beauty brands are having to readdress the customer experience on the High Street and take things up a notch. One area that is emerging is the rise of flagship stores, often by brands that have never previously had stand alone shops. So what do brands achieve from this new retail concept and what can we as an industry learn from it?

Taking a closer look, what really causes brands to branch off from department stores and open their own independent boutiques? Maybe it’s because traditional makeup brands have declined in sales by 1.3% in 2016 and independent brands have grown by 42.7%. Or maybe it’s because of technology that consumers are becoming more inclined to just press a button on their smartphone after watching a video about a product.

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The New Beauty Brush

Artis' makeup brushes are becoming one of the newest trends within the beauty industry. Look online and you will see them being used more and more frequently by make-up artists and YouTube connoisseurs across the world. While there are cheaper alternative brushes that mimic Artis' style from brands such as MAC, Artis is the brand which is credited with having created this new stylish brush. Many experts are saying that the traditional make-up brushes do not even compare, not even the most luxurious animal hair brushes on the market.

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Emotional Engagement Through Film Inspired Adverts

Advertisements inspired by films are becoming an increasingly successful approach for companies to utilize in order to stand out in a sea of visuals that consumers are subjected to on a daily basis. The use of storylines and plots have fast become a more engaging form of digital media.

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Vloggers Controlling The Narrative In The Cosmetics Industry

Gone are the days in which advertising focuses predominately on commercial content, as today's society demands a more personable and imaginative online presence from beauty brands.

An overwhelming number of today's cosmetics consumers have turned to the advice of makeup vloggers in an attempt to satisfy their desire to learn which brands are best, how to wear certain products, and if certain products are worth purchasing.

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How can we learn about branding through social media influencers?


Over the past decade there have been some major changes in how beauty companies market themselves to consumers. While brands are still putting out advertisements and running campaigns for their latest products, they are also taking extra steps to ensure customers want to buy their products through outlets such as social media. If your brand has not done so yet, it can be invaluable to look to the key social media influencers that are attracting and keeping a loyal audience to see how your brand can learn from them. What exactly are these social media influencers doing to get the attention of such a large audience and how can you incorporate this into your own campaigns?

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Meet The Beauty And Brains Behind BeautyMART

So who is stealing the beauty-brand-spotlight? Currently, BeautyMART is the hit of the show and turning heads with its unique editorial style and cherry-picked beauty products. With a logo referencing a sort of 1980's rock aesthetic and featuring neon typography backed with a black backdrop - BeautyMART exudes a sense of personality, style, and elegance that is nothing short of irresistible. 

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5 Key Factors To Consider For Your Brand's Video

1. Audience

When creating your video, keep in mind what your target audience is after. Most reports regarding beauty brand consumers have shown that consumers are seeking information as to what the brand's product will look like, how to wear the product, and who is wearing the product.

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How to Maximise the Power of Video

Videos can be quite a challenge if you don't have any idea where to start. Many companies have little or no experience when it comes to producing video content for their brand and can often find the process quite intimidating. Fortunately, the best learning can often come from watching others who have done it successfully, such as Chanel in their Chapters of Chanel campaign. In this blog post, we break down what we believe you should consider when making your brand video, and then point out how successfully Chanel executed it, focussing specifically on their awe inspiring Chapter 11 video.

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Embrace Your Brand's Imagination With Animation

In a search for ever-changing development and adaptation in the advertising industry for the beauty world, the culmination of art, beauty, visual design and technology is the perfect recipe for success. While the beauty industry can be slow to embrace change, the advertising behind the industry can be considered an art form in itself - especially with such a highly competitive market.

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What Does Your Social Media Page Say About Your Brand?

With people spending more time on the internet and less time watching television, having a strong online presence through social media is absolutely crucial for cosmetics brands.

It is important to take into consideration what the company's goals are for its page whether it be to sell products, gain followers, persuade an audience, or all of the above.

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