2021 Beauty and Skin Care Marketing Strategy

This may be the most comprehensive beauty and skin care marketing strategy, it is recommended to collect it

Brand content media analysis dimensions

List of beauty and skincare spokespersons in the first half of 2021

First-tier brands such as Dior, Lancôme and L'Oréal still occupy the top of the artist cooperation list; in terms of artist selection, most brands still prefer popular stars with high traffic and high national popularity.

Artist selection strategies for beauty brands

Laying out a celebrity marketing matrix and penetrating into the diversified consumer market, mainstream brands have gradually formed a mature pyramid system of spokespersons; by selecting targeted artists for different purposes, different marketing objectives can be achieved.

Artist selection strategy for domestic brands

Employ youth idols to attract young consumers. When new beauty brands first enter the market and compete with major traditional well-known brands, they usually use high quality and low prices and the provision of alternatives to big names as their main competitive advantage, targeting students and young people who pursue affordable prices. Therefore, in order to attract young consumer groups, choosing popular youth idols as spokespersons has become the main way for brands to quickly increase sales and attract the attention of young people.

Seeking transformation with high-profile efforts, using international celebrities to enhance the brand's premium feel

After going through the stage of using high investment to increase their voice, and having established the label impression of "high quality and low price" new domestic products with low prices, new domestic consumer brands urgently need to transform themselves, get rid of the label of "substitute" and enhance their sense of luxury, which all require the establishment and dissemination of brand value. Choosing internationally renowned celebrities as spokespersons not only helps brands expand into international markets, but also refreshes the brand's image for consumers. It is an important aid for brands to implement high-profile strategies.

Beauty and skincare brands’ choice of TV series and variety shows

Diversified dimension selection, matching the most suitable drama variety show for you

Variety shows are still an important medium and channel for brand communication; how beauty and skincare brands choose suitable variety shows is mainly based on four dimensions: IP traffic + nationality + sales power + audience fit

Beauty and skincare brands’ strategies for selecting TV series and variety shows

KOL marketing strategy: hierarchical integrated delivery links

As the KOL industry matures, KOLs have also formed a pyramid-like hierarchical structure based on the number of fans:

Ø Celebrities and top KOLs: Celebrities and internet influencers are the main ones, with high communication and sales power, but high prices result in low ROI, and competition among big brands also makes them "hard to get a broadcast"

Ø Mid-level KOL: High cost-performance ratio, but medium-level influence in both communication and sales

Ø Tail KOL: Representatives of niche groups, mainly amateurs. Although their communication power is low, they have high fan loyalty and sales power. Their lower prices can cover a large number of niche groups through mass procurement.

Therefore, selecting KOLs from different classes to form a suitable combination to meet different needs such as population coverage and cost-effectiveness is a strategy often chosen by mainstream brands.

KOL Marketing Strategies for Beauty and Skincare Brands

Hierarchical integrated delivery links

The selection of brand KOLs is similar to the “artist pyramid” and has gradually formed a mature hierarchical combination strategy to select suitable KOLs to achieve different marketing goals.

Livestreaming Marketing Strategies for Beauty and Skincare Brands

Live streaming is a newly emerging Internet marketing method. Different from celebrity endorsements and KOL live streaming, it has stronger timeliness and interactivity. It can display products to a wider range of consumers at a lower cost and in a more intuitive way, so that customers do not have to go to the mall in person and can get the "color trial" experience anytime and anywhere. Therefore, it is favored by beauty and skincare brands.

How to choose a celebrity KOL anchor

Live streaming sales is a sales and monetization behavior that combines factors such as the seller’s personal brand, user traffic pool, product supply chain, bargaining power, and scene creation ability. Driven by market demand, all aspects of live streaming are becoming more mature. The rise of major MCN companies indicates that the Matthew effect is emerging in the industry. The personal ability of the top anchors is reflected in their control over the three elements of "people, goods, and venues". Brands' consideration of celebrity KOL anchors should be based on these three elements.

Author: Marketing Observation

Source: Marketing Insights