Top 10 Beauty Consumer Touch Points and New Beauty Marketing
Marketers must include the people who now are the media.
'Real' experiences of 'real' people are the gold standard.
Evidence is replacing advertising claims.
The dynamics of beauty marketing have changed. Our findings,
on consumers purchasing behaviour across four continents,
confirm that marketing strategy
is out of kilter with actual hair and skincare purchasing behaviour.
The Internet has driven a coach and horses through beauty
marketing. The people
are now the media. Advertising has been
relegated to the back seat. The key touch points -
information and evaluation, persuasion and decision -
have changed in number and nature. Today's beauty buyers look
for product and brand information in many different ways
When it comes to buying products,
hair and skincare consumers want to see real people and
tap into their experiences. In what is a seismic change in
marketing, today's buyers must receive proof of product
efficacy – how it can transform appearance. The most meaningful
evidence which convinces buyers are the 'before' and 'after'
photographs of real women.
People like me
Beauty buyers still want to be
transformed but they do not trust the photoshopped image.
Standards have become unrealistic, the level of perfection is
utterly unattainable. New beauty icons – attractive and
talented, but also more 'like me' (in terms of lifestyle,
hair and skin type) - are becoming very influential with
buyers in each market.
International celebrities and super models are still relevant
but all the retailers we interviewed confirm that consumers
reference new role models to whom they can more easily
Word of mouth
Buyers go to the Internet to learn from
others' experiences before they themselves buy. The most
important influencers of the beauty purchasing decision are
other people's reviews and recommendations. It is now a case of
word of mouth via the Internet.
The online exponentially expands consumers'
"circle of trust."
Consumers have formed online communities
have revolutionised beauty marketing. These groups now
drive the agenda for the entire industry and are forcing
companies and brands to forge a new and different relationship
Advertising claims have less influence with beauty
buyers. Marketers and advertisers must respond to a
situation which is worlds apart from the one to which they had
become accustomed. It used to be (relatively) easy for
beauty brands to reach and influence consumers through the
top beauty magazines or TV channels. The advocates or
influencers were few and powerful and a tightly
controlled dialogue guided the purchasing decision. But
the people are now the media and there are
new touch points
with beauty buyers.
This report, Top
10 Beauty Consumer Touch Points
, adds value to the marketing
spend and reduces advertising budgets. Contact for details.