The impression of digital advertising can’t be understated when contemplating cosmetics and private magnificence product corporations’ means to succeed in their focused shopper demographic. From social media content material creators to the ‘tiktokification’ of advertisements, there are lots of methods that corporations are engaged on to drive shopper curiosity in direction of the distinctive attributes of their product choices by way of focused advertising methods.
Now greater than ever, shoppers want data to make educated buying selections. As famous in NIQ’s 2023 State of the Magnificence Trade Report, “82% of US magnificence customers have observed a rise in costs over the previous yr,” and the notion of financial uncertainty is driving American shoppers to “store just like the recession is already right here.”
As customers change into extra considered of their beauty and private magnificence care product choice, they more and more depend on model transparency concerning potential advantages and ingredient formulation to transform to buy. The Report additionally emphasizes that for cosmetics and private magnificence care corporations “to stay in lockstep with the wants of customers, manufacturers, and retailers might want to repeatedly optimize their omnichannel technique and digital shelf.”
One emergent technique for corporations in these classes is speaking instantly with shoppers by way of SMS. Whereas mass textual content advertising is a method that has been utilized throughout a number of classes for some years, the appearance of a unique choice, 1:1 direct texting, is a comparatively new alternative that readily lends itself to the distinctive wants of the cosmetics or private magnificence care product shopper.
To study extra about this advertising approach, CosmeticsDesign spoke with Melissa Bridgeford, CEO and co-founder of Wizard. This advertising providers firm focuses on connecting manufacturers instantly with shoppers by way of SMS messaging.
The way it works
Wizard’s mannequin, which will be utilized to manufacturers throughout classes together with cosmetics, skincare, and different private magnificence product corporations, works by enabling “two-way textual content, which gives many worth propositions for manufacturers, together with advertising, product search, orders, engagement and zero-party knowledge,” Bridgeford defined. That is notably useful for beauty-related classes “given the repeat nature of the merchandise, as textual content helps drive repeat purchases and subscriptions, thereby driving the lifetime worth of the client.”
The beauty and private magnificence care product buying expertise is especially subjective. Every shopper has distinctive wants and is looking for a selected profit, coloration pallet, or ingredient focus instantly tied to their pores and skin. Matching shoppers with the actual product that may profit them finest turns into tougher for direct-to-consumer eCommerce manufacturers – if shoppers can not contact, scent, or swatch merchandise, this may make changing to buy an much more vital problem.
1:1 texting permits shoppers to instantly “study merchandise, share suggestions, and place fast orders (and reorders),” mentioned Bridgeford. Additional, she added, “clients usually want reassurance, data, or validation earlier than making a private buy. Questions like ‘Wait, is it protected for nursing ladies?’ or ‘Is it hypoallergenic’ usually come up for patrons simply earlier than checkout and knowledgeable reassurance goes a good distance in direction of changing uncertainty into an order.”
Advantages of 1:1 messaging
Texting is just not new to advertising methods however has historically been used to interact shoppers by “blasting coupon codes and weblinks” and are sometimes unsolicited strategies of communication. Changing to a 1:1 texting relationship, which the buyer often initiates, permits the buyer extra management over the dialog and permits them to immediately obtain the knowledge they should decide if they are going to convert to buy.
“Textual content is ubiquitous throughout shopper demographics,” defined Bridgeford, and “meets shoppers the place they’re spending their time, which permits all shoppers to learn from this type of engagement and comfort.” A current instance of the profitable pairing between the 1:1 texting methodology and a magnificence trade model is the connection between Wizard and AAVRANI, “a skincare model that bridges the hole between magnificence and wellness.”
By “enabling two-way texts to not solely market, but additionally permit product discovery, product search, orders, repeat purchases, and subscriptions – all of which drive buyer lifetime worth and retention,” AAVRANI has “seen a 23% enhance in Gross Merchandise Worth over their net gross sales and as much as 37x ROl,” Bridgeford famous. She added, “interactive campaigns have helped AAVRANI accumulate wealthy buyer testimonials to share throughout their social channels, study their shopper’s ayurvedic magnificence rituals, and faucet a group of loyalists united by their shared passions and love of their model.”
Potential trade impression
In the end, Bridgeford concluded, “textual content is bridging the connection between the model and the tip shopper, and better gross sales by magnificence manufacturers would have a optimistic impression on these manufacturers’ relationships with their suppliers.” For manufacturers specializing in shopper engagement as a major pillar of their 2023 advertising technique, a 1:1 texting service permits for a direct connection between the corporate and the buyer. This service will be utilized to corporations that preserve a web-based and in-store model presence, because the service will be utilized anytime and anyplace.
As cosmetics and private magnificence care corporations proceed to development in direction of extra various omnichannel advertising methods, it’s essential to know the rising variety of alternatives to take action in a singular manner. Contemplating that “textual content commerce drives gross sales conversion charges 10x increased than conventional web sites,” it’s prudent for manufacturers throughout these classes to contemplate how 1:1 texting can doubtlessly be a profitable choice to extend their market share by encouraging pure development and shopper product schooling.
