Beauty and social: a winning couple

Social media have revolutionised the way beauty and cosmetics brands interface with their customers

For some time now, we have not been able to help but notice that the way has opened up for a new business model in which social networks such as Facebook and Instagram have become real direct sales channels for the beauty industry. 

Cosmetics brands no longer focus their business simply on the product: their goal is to put customers at the centre of it by providing them with a unique and unrepeatable experience that provokes curiosity and emotion. This is why social media is the perfect tool to achieve this.

Today, there are many people who love the world of beauty and, thanks to social media, they can keep up to date with new trends and new products coming out. It is no coincidence that during the first lockdown there was a marked increase in this sector in the context of online sales: while the need to buy clothes has declined, the need to take care of one's own person has become an increasingly important focus.

What do customers want?

One of the golden rules of social networking is knowing how to listen to your users. By collecting behaviour and requests, you can create products that meet their needs. In fact, a dialogue is established between brand and user, in which the latter asks for what they want and the former realises it.  

How do you reach customers on social today?

The average customer looks for a guide on social and needs his help just as in a physical shop he needs a salesperson. Today, the influencer is the most suitable person for this role because, be it micro or macro, they establish a bond of trust with their followers and consequently, push them to buy.

What are the social strategies for success in the beauty sector?

Beauty brands are always competing to make their products attractive and attract new customers. Creativity always pays off, as does daring and taking new paths. Here is a list of ideas to consider if you own a cosmetics brand:

- Create video tutorials

- Offer free gifts

- Organise prize competitions

- Focus on user generated content

- Create video marketing content

- Collaborate with influencers

All of the above tips are important to implement an effective social media strategy, but it is always worth emphasising that users appreciate companies with a recognisable brand identity that is consistent with their image and products, where sincerity and helpfulness are cornerstones that should never be lost sight of. 

Speaking of the beauty sector, we have just published among our Case Histories the latest project realised for TNS Firenze. Find out what it is about.

TNS Florence: AW 2020-21 Campaign