What comes to your mind when you hear the phrase , “a beautiful woman” ? Do you think of the woman working in the fields ,with silver strands of hair caressing her face indented with wrinkles. Do you think of a timid damsel, walking down the library, with Focault clutched in her arms. Or do you think of a social media star; with lip fillers, the perfect winged eyeliner and an entourage of lipsticks? If only the last image conjures up in your imagination, you’re not alone. Welcome to the world of digital branding.
The demand for digital content for beauty branding is at an all time high. With a myriad of beauty products available just a click away, the zero moment of truth is taking the world by a storm; it is this opportunity that is being tapped by the beauty industry. The engaging content being put up by beauty brands such as Bobbi Brown, L’oreal, Dove, etc, on their social media has given this vertical a sui generis edge over other industries.
The two-way conversation that is being promoted by these brands on YouTube, Facebook, Instagram and other platforms is helping them create a brand affinity amongst the customers. An increasing number of brands are highlighting social issues to engage with the beauty brand demographic- young girls and women. Recently, Gillete Venus started #UseYourAnd campaign through their TV advertisements, Facebook and Instagram; to inspire women to break away from the labels of the society. The campaign received a huge support from all sections of the society.
As the cosmetic industry continues its global spurt,with more and more players entering the arena; the need to attend to all customer touch points has become imperative. For a brand to make its place in the memory of a consumer, there is no better platform than social media. As David M. Scott aptly puts it, “You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.”