Analysis of mobile advertising in the skin care and beauty industry in Q1 2019

The first quarter of 2019 has passed. So what are the patterns in advertising in the skin care and beauty industry? What are the common tactics for advertising materials ?

The following is the skin care and beauty industry data monitored by App Growing in Q1 2019 for your reference.

1. Overview of mobile advertising in the skin care and beauty industry

1) Skin care and beauty industry advertisers prefer Android devices

Among the advertisements in the overall skin care and beauty industry, 78.5% of the advertisements are placed on Android devices, which shows that advertisers value Android users more.

2) More than 60% of skin care and beauty industry advertisements are information flow advertisements

Advertisers in the skin care and beauty industry pay more attention to information flow advertising and banner advertising. Among the overall skin care and beauty industry advertisements, 62.9% of the advertisements are information flow ads, followed by banner ads, which account for as high as 33.7%.

3) In the skin care and beauty industry, pictures account for 70.3% of the ads, and videos account for more than 15.1%

Further analysis of the advertising material format shows that overall skin care and beauty industry advertising is mainly in the form of pictures (accounting for 70.3% of the total number of advertisements), while video advertising accounts for a higher proportion than other industries, at 15.1%.

4) Facial skin care industry has the highest proportion of advertisements

Based on AI intelligent technology, the advertisements in the skin care and beauty industry are subdivided into six major sub-industries: facial skin care, body care, shampoo and hair care, beauty tools, and other beauty tools. Among them, facial skin care advertisements account for the highest proportion, which is 42.6%.

2. Key investments in the skin care and beauty industry

Advertising Platform

Based on the number of skin care industry advertisements on each platform, the top 10 advertising platforms that the skin care and beauty industry focuses on are sorted out as follows (in no particular order).

3. Analysis of advertising in the skin care and beauty industry

We further analyzed the advertising materials and landing pages of various sub-industries in the skin care and beauty industry, and summarized the following common advertising routines.

1) Analysis of advertising placement for perfume and cosmetics products

The promotion of perfume and cosmetics sales mainly starts with the common needs and problems of the audience, and guides users to try them. The picture material is usually a promotional picture of the product and directs to the corresponding e-commerce purchase page.

As for perfume and makeup video advertisements, they are mainly divided into three types: pure makeup videos with one shot to the end, product advertisements with strong brand sense, and anchor recommendation advertisements.

The one-shot makeup videos are more original, and the specific video content routines are as follows:

Product ads with a stronger sense of branding have higher video quality and more professional dubbing, but are less original. Anchor recommendation ads, which recommend perfume and makeup products by disguising themselves as beauty anchors, are the most frequently used type of video content and more naturally guide users to buy.

2) Analysis of perfume and cosmetics advertisements - makeup consultant service promotion advertisements

This type of advertisement usually uses before-and-after comparison photos, makeup artist makeup process photos, makeup photos of related makeup, and other picture materials to arouse users' curiosity to learn makeup and then promote services such as makeup consultants. The landing page usually introduces the makeup business in the first-person voice of a makeup consultant and encourages users to add WeChat friends.

3) Analysis of acne treatment advertising

During Q1, App Growing tracked more than 49,000 acne-related mobile ads, accounting for 28.7% of the total number of skin care and beauty ads, making it the focus of skin care and beauty industry advertising. Acne removal advertisements are mainly divided into two types: advertisements for acne removal and other beauty institutions, and sales of acne removal products.

The promotion of offline acne treatment beauty institutions usually uses the image of experts, photos of the treatment institution site, treatment charts, etc., and package discounts are also a common promotional point. The landing page usually leads to form collection.

Due to platform restrictions, audience characteristics and other reasons, acne removal ads are relatively hidden. Entry materials and copy rarely display products directly. Ad copy tends to attract users' attention with popular skin care knowledge such as "tips", "methods"/skin care consultants, and other scientific skin care common sense. In terms of image materials, young men/women, expert consultant images, and acne removal-related animated pictures are more commonly used. It is worth mentioning that animated images are also commonly used in hair loss advertisements. The animations present situations such as acne removal and hair loss, which are relatively intuitive and also reduce user discomfort.

As for the design of its landing page, the corresponding product introduction is relatively weakened (only product pictures and small print introductions are attached on the first or last screen of the landing page). It mainly explains basic knowledge such as the causes of acne and the principles of acne removal, and guides users to add WeChat by customizing skin care plans and testing skin quality, and then further realizes marketing.

4) Analysis of weight loss advertising

In general, weight loss ads emphasize results and change. Abdominal fat/belly/waistline are common elements in weight loss ads, while "tips" and "tricks" for weight loss are more common.

As for the landing page design of weight loss advertisements, it is mainly divided into three types: evaluation, popular science, and story information. Evaluation landing pages are designed to obtain "weight loss plans" to attract users to test and leave consultations, while popular science landing pages are titled "Common Problems and Pain Points in Weight Loss" and use pictures and texts to popularize relevant knowledge, and then introduce corresponding products; story landing pages are packaged as articles about personal weight loss experiences or news about successful weight loss, and are more commonly used on the two platforms, Bytedance and Sina Fuyi, and have highly original content.

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Source: Houchang College