Case study: How to make information flow advertising in the beauty industry more effective?

Women love beauty, forever

Regarding why women love beauty, the great ancient Greek philosopher Aristotle once said: No one would ask such a question unless they are blind.

From a marketing perspective, "women love beauty, men are lustful, children are afraid of being stupid, and the elderly are afraid of death" are also common weaknesses of human nature.

Therefore, no matter in which era, beauty is always the focus of women, and what follows is the booming development of the beauty industry.

1. Analysis of the current status of the beauty industry

1) With the upgrading of consumption, user demand continues to grow steadily

In recent years, China's beauty and cosmetics market has been expanding steadily. According to iResearch data, the retail transaction volume of beauty products reached 709.8 billion yuan in 2017, and the online transaction volume reached 290.3 billion yuan; it is estimated that retail transactions will reach 800 billion yuan in 2018, and the online market size will reach 363.2 billion yuan.

As market demand continues to escalate, brand competition has also entered a white-hot stage.

2) Segmented industries become an important factor affecting growth

As the types of products used by consumers become increasingly diverse and the steps for using products become more complicated, the beauty industry is becoming more and more segmented. According to statistics, 35% of beauty consumers added skin care or makeup steps in 2017.

When women born in the 1990s and 2000s become the main force in discussions on beauty topics, segmented product types are more likely to become hits, such as lipstick, facial masks, sunscreen spray, etc.

3) Online sales have great prospects, driving the demand for network promotion

With the continued development of mobile Internet , the penetration rate of online beauty and cosmetics consumption has continued to rise, the habit of online shopping has been formed, and the proportion of online sales of major cosmetics groups has increased significantly. According to iResearch data, the online consumption penetration rate of beauty and cosmetics has exceeded 40% and is still growing.

2. User portrait of the beauty industry

1) A new generation of young people has become the main force of consumption

As we mentioned above, love of beauty is an eternal topic for women, so women are the main force in consumption of beauty products. Among them, young people aged 18-28 (born in the 1990s/00s) prefer beauty products more than other age groups. These young groups, taking college students as an example, are energetic, have individuality, are curious and love to try new things, like to pursue brands and trends, and are good at expressing themselves and willing to share.

2) Product demands vary greatly among different age groups

In addition to the post-90s and post-00s who have become the main consumer force in the beauty industry, the relatively mature post-80s have relatively stable lives and jobs, so their spending power cannot be ignored.

Tmall beauty data shows that college students prefer cosmetics, such as foundation, lip makeup, eye makeup, etc., among which the preference for foundation and lip makeup has continued to rise in recent years, while mature women prefer care and maintenance.

Therefore, the product demands of different age groups vary greatly. So in the marketing process, different products should be promoted specifically to groups at different stages and with different identities.

3) First-tier cities and overseas cities account for a large proportion, and there is a big difference between coastal and inland areas

People who pay attention to beauty products are mainly distributed in first-tier and more developed coastal cities/regions; the proportion between third-tier and lower cities is not much different; with the rise of international purchasing agents, the proportion of overseas users has also increased.

3. Purely female service platforms have become a traffic depression in the beauty industry

As the saying goes, three women make a play. So when 200 million women gather together, how much unimaginable energy will be released?

Next, let’s talk about: When it comes to online marketing and promotion of beauty products, why we cannot ignore the power of the purely female platform - Mayu !

1) The rise of information flow advertising

With the rapid iteration of mobile Internet , users' way of obtaining information has changed from a single search engine to a variety of community apps, information apps, social apps, etc. Different types of apps have different positioning and functions, and positioning allows groups with the same interests and hobbies to easily find their own circles. For example, people who love beauty and makeup will be more inclined to participate in and communicate in circles/topics such as women and beauty, generating a variety of information flow content/information.

As a result, information flow advertising was born, which displays advertisements to more interested users based on different content, keywords , audience preferences, etc., thereby maximizing users' acceptance of advertisements and arousing their consumption needs.

2) Why choose Mayu Women’s Information Flow Advertising?

a. What kind of beauty content do users on Mayu pay attention to?

As mentioned above, users of different age groups have different concerns about the efficacy of beauty and skin care. According to official data from the Mayu Women's Research Institute:

Users under 18 years old are most concerned about cleansing, whitening, acne treatment and moisturizing;

Users aged 18-24 are most concerned about cleaning, whitening, allergies and moisturizing;

Users aged 25-35 are most concerned about whitening, moisturizing, cleaning and allergies;

Users over 35 years old are most concerned about whitening, freckle removal, moisturizing, cleansing and anti-aging.

As the weather turns colder, cleansing and moisturizing become the main concerns and needs in winter.

b. Analysis of the reading preferences of beauty and skin care users

Top 5 most read articles in early March 2018:

✓Fan Bingbing shared a lipstick test video, and netizens lamented: I finally know the difference between internet celebrities and stars

✓ Top makeup artists teach you the most sophisticated eyebrow drawing method, a must-see for beginners , zero mistakes!

✓ Dirt can often be squeezed out of the pores, which are mites. Remember the two "more" and the pores will be clean and smaller.

✓This is the correct way to apply facial mask . I was completely dumbfounded after reading this. Netizens said: I have been applying it in vain for so many years!

✓ Are you afraid to go out because of your face full of acne? Now I will teach you how to go out beautifully in 5 minutes

c. Analysis of keywords read by beauty and skin care users

According to the analysis of the titles and contents of the articles with the highest reading rate, the keywords with the highest reading rate among the beauty and skincare users are:

1) Lipstick; 2) Eyebrow drawing; 3) Facial mask; 4) Pores; 5) Eye makeup;

6) BB cream; 7) Acne; 8) Concealer; 9) Moisturizing; 10) Whitening.

d. People who love beauty and skin care pay more attention to brands

In the skin care product category, domestic brands such as Mofashijia, Hansu, Oshiman, Water Code, Zhimeicun, Pechoin , Chando, Huayin, Wenbiquan and Yunifang have received a lot of attention.

In the beauty and cosmetics category, domestic brands such as Carisma, Heart of Herbs, Hanhou, Qiao Meiren, Zhimeicun, Mary Kay, OSM, PROYA, Hansu and One Leaf have received a lot of attention.

In other words, brand endorsement will greatly influence consumer decisions, so brand exposure and publicity are very necessary in the process of online marketing/promotion.

4. Case Study: How to market beauty and skin care products?

Next, we will take DHC’s Meiyou Women’s Channel advertising as an example to share with you how to advertise beauty and skin care products:

1) Account Settings

Determine the launch target: The purpose of launching DHC related products this time is to expand the brand influence, and at the same time link to the mall so that users can place orders easily and quickly.

Set the delivery schedule: According to statistics, 10:00-13:00 and 21:00-23:00 every day are the peak active time periods, and there is not much difference between weekdays and weekends.

Bid setting: In the early stage of campaign, increase the bid appropriately to attract traffic.

Advertising audience: In the initial stage of advertising, the restrictions will be appropriately relaxed, with exceptions for special groups (such as pregnant and breastfeeding women).

Online materials: DHC’s campaign this time is mainly aimed at brand penetration , so large information flow pictures and three pictures are selected as the main ones. At the same time, the copywriting adopts an activity such as "free trial" to attract potential audiences, and the material pictures use the celebrity spokesperson "Alyssa Chia" to increase trust endorsement.

2) Ad testing

Testing cycle: generally 3-7 days;

Test method:

· Within the same creative group (same orientation and other conditions), test different styles separately:

Prepare two sets of materials, A/B, for the same copy but different materials and pictures;

Prepare two sets of materials, A/B, for the same picture with different texts;

For copywriting with different entry points, prepare 2 sets of corresponding landing pages to undertake.

During the testing phase , you need to adjust bids in real time based on the traffic trends throughout the day. If costs are unstable during the testing phase, you also need to keep an eye on the data.

After testing , we optimized the materials with higher click-through rates and landing pages with better conversion effects.

3) Account Optimization

a. Exposure Optimization

Time: Seize the traffic peaks in the morning and evening, set budgets for continuous delivery on weekends, and avoid interruptions in delivery of high-click materials.

Targeting: Except for the special status of pregnancy/breastfeeding period, other restrictions should be relaxed as much as possible, and materials with different directions can be set for different audiences.

Bid: Adjust bids based on traffic fluctuations, with the bid adjustment range between 20% and 80%.

b. Click Optimize

Industry: The click rate fluctuates greatly by industry. Understand the industry data and check the industry labels at the same time.

Material style: The click-through rates of different styles in different secondary industries vary slightly.

For example:

The average click-through rate of the beauty three-image style is 2.87%, slightly higher than other styles;

The average click-through rate of large pictures for removing freckles and scars is 3.32%, slightly higher than other pictures.

The average click-through rate of the three-picture acne removal style is 3.68%, slightly higher than other styles.

Copywriting: Make good use of keywords, such as "free trial", "Alyssa Chia" in DHC's creative ideas, as well as hydration, whitening, affordable, big brand, before bed, etc. You can find highlights of the material from the titles of content with high information reading volume.

Pictures: Use a combination of pictures of celebrities, real people, products, cartoons, etc., and the effect of beautifying real people is better.

c. Overall effect

As a well-known brand, DHC ’s campaign focuses on activity/brand exposure, supplemented by conversion effects . Overall, it has the following characteristics:

The mall is used as a landing page, with a brief layout and prominent information;

Match the page content with the material to reduce the bounce rate;

Fewer steps for users to operate, reducing user churn at each level.

5. Sharing of beauty material cases of Meiyou Women's Network

Here I would like to share with you some beauty product material cases for your reference.

1) Brand promotion case sharing:

For advertisements with the main purpose of brand promotion, the creativity is mainly based on the product itself, gimmicks (free trials, etc.), and beautiful women’s usage scenarios. If there is a spokesperson, it is recommended that the creativity should reflect:

DHC

2) Case study on effect conversion:

Membrane family

Style: Single image

CTR : 3%

Copywriting type: Effect

Keywords: hydration, facial mask

Style: Three pictures

CTR: 3%

Copywriting: Contrast

Keywords: big brand, affordable, facial mask

VI. Conclusion

Well, the above is what we shared with you today. Let’s summarize it together:

1) Purely female traffic platforms are essential marketing weapons for the beauty industry;

2) Attribute labels for women at different stages are more conducive to personalized precision marketing of different beauty products;

3) Female consumers are generally more emotional, so the brand and reputation of beauty products have a great impact on their decision-making.

Information flow advertising: http://www.iqingua.com/fuwu/

Source: Aichi SEM