Advertising plan for the beauty industry

1. Overview of the Lifestyle Beauty Industry

The 21st century can be described as an era of appearance. The public has a strong demand for beauty. In contrast, the local life beauty industry has broad prospects. The improvement of the national personal economy has driven the upgrading of the overall consumption level and enhanced everyone's pursuit of beauty. In particular, women's pursuit and love of beauty and willingness to consume have increased significantly, and the consumption trend is growing every year.

Data source: Meituan Research Institute

2. Definition of the beauty industry

The beauty industry is divided into two major sections, namely lifestyle beauty and medical beauty.

Daily beauty: refers to the use of some skin care cosmetics and professional beauty equipment by professionally trained personnel to provide comprehensive care and maintenance for the skin.

Medical cosmetology: refers to the use of professional medical methods to repair and reshape the appearance and body parts of the human body.

Lifestyle beauty is mainly based on daily convenience, so it focuses on a wide range of users; while medical beauty is more focused on functionality, and users pay special attention to the brand of the merchant, the professionalism of the doctor, and success cases. Therefore, for advertisers, it is necessary to satisfy different consumer groups based on the different consumer user attributes. However, at the current stage in my country, daily beauty consumption still occupies the main market.

3. Segmentation of the beauty industry

4. User Profile

1. Consumers aged between 20 and 29 are particularly interested in beauty.

2. In recent years, more and more men have become interested in beauty, but women still dominate the market.

3. The effect , cost , risk and durability of beauty treatments are the four most important factors for all beauty consumers.

5. Marketing Pain Points

1. Difficulty in acquiring customers

There are few ways to acquire customers. The beauty industry, especially medical beauty, is relatively sensitive, and there are relatively few advertisements that can be placed.

2. High cost

Due to the limited resources available for investment, it is difficult to expand the scale, which also indirectly increases the customer capital cost.

6. Delivery plan

1. Marketing chain

The beauty industry marketing business chain – acquires customers through online marketing and directs them to physical stores. Consumers make appointments in advance to visit the store, and the merchants provide corresponding services.

2. GuangDianTong link – two hops plus WeChat

The user clicks on the ad details page – directly copies the WeChat ID to the WeChat interface – adds a friend – and enters single chat mode.

【Link Advantages】

① The delivery link that merchants in the beauty industry use more often is to add users’ WeChat accounts, which is conducive to the conversion of merchants guiding customers to in-store consumption in the later stage.

②Add customers on WeChat to facilitate follow-up with customers who have not converted.

③The conversion cost of advertising is very low. According to industry data, the average cost of one WeChat message is 80-15.

3. Guangdiantong link – collect form phone number

The user clicks on the details page – fills in personal information directly – the store accepts the clue information reminder – customer service contacts the customer to make an appointment for home visit.

【Link Advantages】

① Asking users to fill out information forms after the advertisement is placed is suitable for almost all types of beauty merchants. Moreover, this method has a very low threshold for use and is also one of the links that is deeply loved by merchants.

② Continuously improve the efficiency of clues by marking the status of clues.

③ Each clue collected can be notified by SMS.

4. WeChat link – Follow the official account and add the WeChat link

The user clicks on the details page – directly follows the official account and becomes a fan – the customer service WeChat will automatically pop up to guide the user to add.

【Link Advantages】

① Easy to increase volume.

② The official account can display a lot of business information, which can help customers better understand the business information and it will be much easier to guide customers to add WeChat.

③ Suitable for advertisers who are excellent in operating public accounts.

5. WeChat link – Enterprise WeChat + form comprehensive clue link

Users click on the ad details page – can directly fill in information – or directly add the merchant’s WeChat account – customer service will follow up – and make an appointment for a home visit.

【Link Advantages】

① Enterprise WeChat + utilizes the comprehensive lead form link to increase sales, and the retention cost is spread out lower.

② Different clue links can meet the consulting needs of different customers, making them more willing to stay for consultation.

7. Delivery Strategy

1. Start-up

1) Ad position testing: First, you can test the ad positions and give priority to the ad positions with large traffic. Then, based on Tencent’s past advertising data, comprehensively select 2 to 3 ad positions for testing.

2) Material and targeting test optimization: You can use Tencent’s own split comparison tool to quickly test out high-quality targeting. You can also use dynamic creativity to test materials with high hit rates.

3) Material landing page optimization: You can use heat maps to analyze the conversion status of landing pages, and better help advertisers optimize the layout and typesetting of landing page content, thereby improving the conversion rate of ads.

2. Stable stage

1) Update cycle: 3-7 days, advertising materials need to be updated regularly.

2) Update method: Always pay attention to the trends of advertising data. As long as the conversion data cost of the advertisement exceeds the previously expected cost for more than 2 consecutive days, you can close the advertisement and recreate the material for the new advertisement.

3) Material reference: Many excellent materials can be searched and referenced through two information flow industry websites: "Advertisement Check".

3. Large-volume stage

1) OCPA+Broad Targeting: When the advertising account has accumulated enough conversion data, OCPA+Broad Targeting can be used directly in the new advertising plan to expand the coverage of the population.

2) OCPA+ automatic expansion: When the OCPA+ automatic expansion function is turned on for an advertising account, the system will automatically search for user groups that meet our optimization goals and bid requirements based on the historical data of the advertising account's past delivery effects, outside the scope of the set advertising targeting.

3) OCPA+first-party data: By uploading crowd data packages (such as WeChat ID, mobile phone number or QQ number) to the crowd insight function, the account background can learn and expand more similar groups through the system to form first-party data. By using OCPA plus first-party data, more potential user groups can be obtained, thereby expanding to a wider range of people.

8. Recommended advertising space

1. WeChat Moments

The monthly active users have reached over 1.2 billion, covering a wide range of users and being able to accurately reach effective users.

2) Tencent Video

The users are mainly women, who are between 20 and 45 years old. This type of women is more in line with the needs of the beauty industry.

3) Tencent News

They have the characteristics of three highs: high education, high income, and high consumption. As for the beauty industry, people who can consume regularly and continuously must have at least one of the three highs.

9. Case landing page sharing

1. Highlight the selling points of the activity

The content of the advertising campaign is mainly aimed at limited-time activities, which is conducive to arousing the interest of users who are troubled by acne treatment. At the same time, it guides users to make appointments directly online and speed up the progress of in-store transactions.

2. Add form information

You can add two forms of information to the landing page, namely appointment time and appointment store. You can make an appointment directly online, while also ensuring the validity of user information.

3. Limited reservation quota

Add a limit on the number of discount spots in the advertising copy and form, for example, "Limited to 25 people per day, 5 spots left today". By stating that there are limited spots for the event, you can stimulate users to quickly fill out reservations and speed up conversions.

1) It is recommended to use GDT’s landing page, which opens and loads quickly and effectively tracks conversion effects.

2) The content of the landing page generally does not exceed three screens. Too much content will affect the speed of opening the page, and it will also affect the customer's patience to learn more information.

3) The first screen mainly displays beautiful models highlighting the eyebrow tattoo effect and showing the price advantage.

4) The component buttons of the second-screen form can be designed with a different theme color from the landing page to better guide user conversions.

5) The three screens are mainly used to emphasize the advantages of eyebrow tattoo services, help dispel customers' doubts and facilitate transactions.