Being aware of the various “Moments of Truth” consumers can face nowadays, beauty brands not just ask themselves which content they need to offer to their target consumers, but also trough which channel – in-store, online?
WHICH CONTENT STRATEGIES DO BEST-IN-CLASS BRANDS UTILIZE TO ENGAGE THEIR AUDIENCES?
Social certainly plays a growing role. The Zero Moment of Truth, as defined by Google, describes the consumer’s online decision-making.
“ About 50% of beauty product consumers are open to different brands when they begin their online research “
Beauty shoppers turn to online video to research their beauty purchase. They primarily do so to find more info, and to gain general information. Shoppers watch videos on their devices while shopping for beauty products. 48% watch product feature videos, 37 % how-to videos and 37 % customer testimonials and reviews. Skincare shoppers tend to spent the longest time with beauty videos compared to other beauty categories.
“ Skincare purchasers are 39% more likely to spend at least 30 minutes with beauty videos “
Beauty brands which use content marketing in a successful way get in front of shoppers early in the research process. Most of all, they truly connect with the audience and provide information that is useful at all stages of their consumers purchasing journey.
Taking into account the number of people who use online sources to educate themselves, there still remains a large number of beauty shoppers who gain their information and education from brochures, leaflets in-store or personal mail.
USP Solutions’ Sensory Marketing Tools can be successfully integrated in how-it work and tutorial videos, and even be integrated into online skin analysis, retail and salesforce education activities. Contact our experts for more details!
*GoogleMillward/ Brown Digital Beauty Study, July 2013
This is how Garnier integrated our solution into their tutorial video.