Beyond skin deep. How the beauty industry is innovating to build deeper relationships with consumers
When Glossier launched in 2014, few expected a beauty brand that grew out of Emily Weiss’ ‘Into the Gloss’ blog to grow into a billion dollar business inside five years.
But that is exactly what has happened. Crucially, that success has largely been built through the power of online influence and digital marketing on platforms like Instagram, Tik Tok, Facebook, YouTube and Twitter - and big, established beauty brands have been forced to adapt.
Today, beauty brands of all shapes and sizes recognise the power of digital marketing to drive deeper customer engagement and sales. For instance, beauty giant Estée Lauder now spends around 75 percent of its marketing budget on influencers as it seeks to draw on digital-first influencers’ ability to maintain a deep connection and dialogue with super-engaged online communities.
As retail brands adapt to a new, dramatically different reality in which digital channels will play a crucial role, what can we learn from the beauty industry and its relationships with consumers - how do they encourage consumers to buy without the ability to try out products first?
In partnership with Threepipe Reply - an award-winning integrated brand performance agency - this session is an opportunity to hear from Deborah Stead, Founder & CEO of Deborah Stead Associates, currently UK market lead & DTC consultant at L’Occitane Group’s Duolab, and Jane Cunningham, beauty journalist and content creator at Britishbeautyblogger.com.
When: Wednesday 5 August 2020 @ 11:00 - 12:00 BST
To register for this FREE remote event just click here