Following the discovery of a new brand, every subsequent consumer-brand interaction is an opportunity. We can pinpoint these moments which significantly influence the loyalty of a customer and the ultimate success of a product or brand, thus it is invaluably important to utilize them effectively. In order of occurrence, these moments are recognized as:
By incorporating an interactive element into a beauty product marketing strategy, it is possible to create a 5th opportunity, referred to as the Beauty Moment of Truth (BMOT)(2).
This moment of interaction, centered around an emotional sensorial experience, forges a powerful brand-consumer bond and due to its highly emotional nature, can be the most influencing moment in the decision-making process.
The BMOT has 5 main benefits for both brand and consumer:
Procter & Gamble famously believe that “shoppers make up their mind about a product in the time it takes to read this sentence”, an insight which has encouraged the growth and increased the sophistication of in-store marketing. In an industry where every impression counts, make as many as you can and make them memorable!
(1) Google (2011) Zero Moment of Truth (ZMOT) https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/
(2) USP Solutions (2018) Beauty Moment of Truth Video https://www.usp.at/why-usp/beauty-moment-of-truth/#video