A guide to advertising in the beauty industry

Today, let’s share the “Juliang Qianchuan Beauty Industry Advertising Guide” !

1. Industry Overview

As an industry with high consumption frequency, high unit price of goods, and strong brand orientation, the beauty and cosmetics industry focuses on marketing, hot products, and operations, and has a strong demand for marketing and operations in the long term.

2. Consumer portrait

01. Population differentiation is prominent: Female consumers and consumers aged 24-40 are still the main groups. At the same time, the user group aged 41-50 has a higher preference for beauty products than the entire network, and the trend of sinking to third- and fourth-tier cities is obvious;

02. Users have strong purchasing power: they love fashion, chase trends, always pursue beauty, and love life;

03. Easily inspired by content: Easier to be inspired by content and actively pull it out, with social behavior and purchasing behavior integrated.

3. Massive advertising strategy

1) Traffic strategy

01. Traffic Direction

Circle user interest behavior to expand the full amount:

By leveraging the advantages of the Douyin platform, we can gain insight into the general interest behavior of the beauty crowd. In addition to paying attention to beauty secrets, beauty users also focus on content interests such as life, parent-child education, and natural science experts. We can reach a wider range of users through interest tags such as life, parent-child education, leisure and entertainment.

Targeted product function precise conversion:

We use the product's efficacy, pain points and other needs to accurately target customers by age, region, etc., and pay attention to the differences in demand for different categories and seasons.

02. Traffic delivery strategy - pulse delivery

【Cyclic New User Attraction】The live broadcast room is cyclically broadcasted with a cycle of 15-30 minutes to continuously attract new users;

[Deep Conversion] Beauty users are susceptible to strong purchasing power, so you can choose deep conversion targets for delivery.

2) Business strategy

Content: The live broadcast and short video brands have a unified style and consistent personalities, forming an effective mutual drainage.

Live broadcast-brand endorsement is king:

[Anchor] The live broadcast subject has an official endorsement and the image and temperament match the product;

【Product】Personally apply makeup/compare and present product selling points;

【Interaction】Interaction on common beauty and makeup questions/joyful atmosphere of life topics;

【Benefits】Second sale/package benefits promote ordering;

Short video-highlighting product efficacy with scene emotions:

【Scene Power】Hot topics/beautiful women’s aura/unboxing sharing;

[Emotional power] Makeup pain points/makeup comparison;

【Product Strength】Product efficacy is prominently displayed;

【Preferential power】Preferential power emphasizes;

Goods:

Live broadcast - multiple product combinations to create hits: The beauty industry has fewer SKUs, so it is necessary to create 1 to 2 hits in the live broadcast room by integrating traffic-generating products, welfare products, package products, and hits;

Short video - heating up hot products and preheating new products: provide detailed interpretation of hot products to promote conversion; present new products as potential hot products to preheat.

The above are some suggestions on how to place huge amounts of Qianchuan ads in the beauty industry. For us as practitioners of these information flows, we need to keep learning, adapt to more gameplay rhythms more quickly, and stay sensitive to the industry market, so that we can have clearer ideas for solving problems and a strategic level.

So whether you are a novice or an experienced pitcher, it will be of great benefit to you to understand the gameplay of massive Qianchuan advertising. I hope this article can help you.