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.

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.

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.

With the ever-changing role of the digital industry, L'Oreal is one of the brands to watch when it comes to adapting and further developing their company in order to stay competitive. L'Oreal has made a huge shift over the last three years by gearing more towards emotional ads versus the traditional glossy ads.

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.

 

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?

As the beauty industry starts to become a key player in the realm of multichannel marketing, it has since embraced the idea of incorporating interactive digital features within its campaigns and adverts as a way to further engage consumers both online and in store. 

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. 

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.

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.

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.

Marcelo Bustamante, entrepreneur and managing director of Amstore Innovations (the original innovator of the VideoPak product),took the time to answer some questions for Beauty 1st Studios.

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.