the best beauty content marketing

Trends + Trendsetters: The Best in Beauty Content Marketing

Welcome! NewsCred’s Strategy Team helps brands build and hone their content strategies, taking into consideration marketing goals, brand positioning, and the competitive landscape. Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the beauty industry. Interested in learning more? We’d love to hear from you! Feel free to reach out at [email protected]. - Caitlin Domke, Brand Strategist, NewsCred

Some good news for brands: Shoppers are purchasing more

beauty products online than ever before, across all categories.

Source: A.T. Kirney study, 2014

0%

5%

10%

15%

20%

25%

30%

35%

40%

Skincare Personal Care

Hair Care Nail care Color Cosmetics

Fragrances

Beauty product categories consumers regularly buy online:

2012 2014

Source: eMarketer, 2014

31% of consumers research makeup online before purchasing

About 50% of beauty product consumers are open to different

brands when they begin their online research.

Source: Google/Millward Brown Digital Beauty Study, July 2013

That’s a huge opportunity for beauty brands!


“I was not sure

what brand I

would purchase”

“I considered

multiple brands”

“I knew what

brand I would

purchase” 54%

24%

22%

“ When it comes to growing an online

shopper base for consumable categories, knowing what drives behavior is vital to

increased engagement.

- NIELSEN- ”

49% of undecided shoppers search exclusively for non-branded terms

when they begin their research


What are beauty buyers searching throughout the research process?

NewsCred’s best practices for utilizing content across buyer journey

Awareness

Evaluation

Purchase

#thinkcontent Source: Google/Millward Brown Digital Beauty Study, July 2013

Research Phase 50% searching category terms 21% searching retailers 28% searching brands

Final Query Before Purchase 37% searching category terms 39% searching retailers 39% searching brands


Beauty shoppers use mobile devices as research tools

Beauty researchers tend to use smartphones (34%) and tablets (43%) to research their beauty purchases, and they’re more likely to do so when compared to the general U.S. population (30% and 28% respectively)

Millennials and affluents (HHI $100K+) are more likely

to research on mobile

Beauty Researchers General U.S. Population

34% 43%

30% 28%

30% 28%


Beauty shoppers turn to online video to research their beauty purchase

To find more info Even on the go

55% of beauty shoppers that watched a video did so to gain general information

64% of mobile and tablet researchers use video while shopping for beauty products


Shoppers seek specific product information and how-to advice most often

Product feature videos

48% How-to videos

37% Customer testimonials

and reviews

37%

The beauty brands that are succeeding in content marketing:

•  Get in front of shoppers early in the research process

•  Truly connect with their audience

•  Provide useful information at all stages of the purchase funnel

Best-in-class Content Marketers in the Beauty Industry:

1  Bobbi Brown

2  Chanel

3  Birchbox

4  L’Oreal

5  Maybelline

6  Aesop

Bobbi Brown

Brand Characteristics •  Fresh-faced •  Sophisticated •  All-American •  Driven by its founder, Bobbi Brown

About the brand

“A blog based on truth, beauty, & being amazing.” •  Tumblr-like •  Written in 1st person through Bobbi’s voice Voice: Casual and approachable while maintaining expertise Content Pillars: •  Not just makeup and beauty •  Content speaks to not just about how a woman can

get the Bobbi look, but how she can live the Bobbi lifestyle

•  Personal photos and content from Bobbi •  Culture & Celebrity •  Travel •  Fashion

The blog: “Everything Bobbi”

Fashion coverage (Note: Not just Bobbi Brown products)

Recipes + Cooking Healthy, clean, simple – and on-brand

Helpful Advice + How To’s

Profiles of Inspiring Women

Tutorials and Beauty Lessons

Approachable tone Includes links to

purchase products

Imagery The site includes mostly photos of the product, versus the product on models/people

Social Media •  Same broad content as blog (lifestyle–

not just beauty) •  Interacts with its customers •  Channels: Facebook posts, Pinterest

boards, Instagram photos, and tweets

•  Decide if it serves you best to position yourself as a singular expert in the beauty industry, or if it makes sense to branch out into complementary categories, like Bobbi’s brand strategy.

•  Reflect on the subjects that your target audience is interested in. Does it make sense for your brand to discuss topics ranging from manicures to Mandela, as Bobbi’s blog does, to capture the attention of its sophisticated and informed target audience?

Takeaways

Chanel

Brand Characteristics •  Luxury •  Elegant •  Parisian flair •  Contemporary •  Classic

About the brand

Chanel News •  Reads like the New York Times Style section •  Strictly promotional in nature Voice: Aspirational tone of elite aloofness Content Pillars: •  Behind-the-scenes •  Celebrities •  Events & Shows •  Chanel brand history

The Blog

Behind-the-scenes videos

Celebrities at Chanel shows

Private Events

Products

No links or product info

Fashion Show Playlists

Imagery •  Highly-editorialized photography •  Lots of models and celebrities •  Vintage Chanel photos •  Beauty products on a model vs. the

product itself

Social Media •  Chanel-specific •  Doesn’t follow anyone – adding to

exclusivity

•  Always consider your brand’s audience and identity when determining whether to keep content broad or narrow. Think about what relates to your industry or company directly.

•  For a pedigree brand like Chanel to remain slightly aloof in its blog content and social tone aligns with the aspirational lifestyle the brand represents – that’s what consumers expect from it as a status symbol.

•  Do your product shots represent the buying process or the fulfillment process? Which is more appealing to your audience?

Takeaways

Birchbox

Brand Characteristics •  Fun •  Feminine •  Playful •  Youthful

About the brand

•  Blog brands itself as a magazine •  Has monthly issues Voice: Like a magazine, Birchbox’s team of editors are featured to give it a personal tone Content Pillars: •  Haircare •  Home •  How-tos •  Makeup •  Trends •  Wellness •  Food

The Birchbox “magazine”

Beauty How To’s

Includes links to purchase products

Written by a beauty influencer

Written by a beauty influencer

Includes links to purchase products

Lifestyle content

Celebrities & Culture with a beauty spin

Features content from its fans/users

Imagery •  Use “real women” to show off products –

including staffers and Birchbox fans •  Editorial but playful product shots •  Young and cool celebrities

Social Media •  Same tone as magazine/blog •  Same content •  Interacts with fans w/ very casual voice •  Huge Pinterest presence and following

Takeaways

•  Think of your customer first – how can you help them? And how can you feature them and include them as a source of content?

•  Remember that to retain audiences and to keep them coming back, you’ll need to create a brand personality, tone, and atmosphere that is familiar to your fans. This will help your content stand out as well.

•  Know your strengths on social – if visuals are your strong suit, going all out on Pinterest and

Instagram can help you stand out and acquire followers in a less traditional way.

L’Oréal

Brand Characteristics •  “L'Oréal stands for beauty, innovation,

sustainability and scientific excellence.” •  Global audience •  Approachable and aspirational products

for hair, skin and nails •  Range from affordable drug-store buys to

high-end luxury products

About the brand

“Open, apply daily, and prepare to be informed, inspired and delighted.” •  Editorial e-commerce Voice: In-the-know BFF, a mix of Refinery29 and Glamour Content Pillars: •  Beauty News •  Giveaways •  Looks •  Product Picks •  Tips & Tutorials •  How-To Videos

The blog: “Makeup.com”

Beauty News •  What’s Trending •  Celebrity Interviews

Pinterest-ready images

Different product lines side-by-side, displayed the same way they would be in a magazine.

Editorial but friendly tone

Giveaways •  Same feel as magazine giveaways

Looks •  Organized by occasion •  Wearable styling

Product Picks

Tips & Tutorials •  Step-by-step guides for makeup, hair, nails and skin •  Videos bring ideas to life

Social Media •  Same content on all channels except Instagram •  Friendly tone but they don’t really interact with audience •  Most cohesive presence on Pinterest

Social Media

Takeaways

•  Create content with social channels in mind. Approachable DIY pieces are well-suited for Pinterest and eye-candy shots are best on Instagram.

•  Focusing on the outcome instead of the product can be a great way to build brand loyalty. •  Positioning your content marketing as a women’s lifestyle site or magazine allows you to

represent a wide range of products.

Maybelline

Brand Characteristics •  Bold •  Colorful •  Experimental •  Urban •  Young •  Hip

About the brand

“Reporting live from Maybelline’s headquarters in New York City.”

Voice: Edgy and artsy similar to Refinery 29 Content Pillars: •  What’s New •  Makeup Products •  Makeup Videos •  City

The Blog: City

What’s New •  Total e-commerce integration •  Navigation takes you back to “Makeup

Explorer” not to content site

Makeup Products •  More e-commerce •  Includes reviews •  Searchable by eyes, face, lips, nails,

brushes and accessories •  Standard product shots

Makeup Videos •  Highly stylized videos •  Use models and professional artists •  Includes makeup tips and featured videos

of runways

Plug fashion week sponsorship

City •  Fashion content •  Beauty tutorials •  Street style shots •  Interviews with Brooklyn-based stylists •  Voting on looks

City •  Content is optimized for social sharing

Social •  Facebook, Twitter, Instagram and Tumblr •  First-person, conversational tone •  All channels portray the idea of a cool, hip, fun-loving urban woman •  Guided by the sort of things the audience would publish

Social •  Best presence on Instagram •  Makes “City” a lifestyle •  Shots aren’t overly stylized •  Images showcase the product as it is sold

Takeaways

•  Find where your audience spends the most time and create community there.

•  Focus on the user’s beauty experience. •  Be authentic. If your product is sold in drug stores, own it!

Aesop

Aesop

Brand Characteristics

•  Established in Melbourne in 1987 •  Honest and simple products for

skin, hair and body •  “The cult beauty brand that tries

not to be.” The Cut

About the brand

•  Blog takes the form a monthly magazine

Voice: A cross between a literary magazine and NYT Style section Content Pillars: •  Shelf life •  Fable •  Free Radical •  Essential •  On Beauty

The Fabulist

The Fabulist

Shelf Life •  On living the literary life

Free Radicals •  Interviews with designers,

artists, writers, etc.

Essential •  Interesting, must-have

products for better living

On Beauty •  Not just physical beauty but

aesthetics

•  Twitter is used by the brand for cultural exchange •  Some mentions of product but mostly articles

Social

•  Instagram showcases the brand’s in-store experiences

Social

Takeaways

•  Consider engaging the audience’s interests beyond the scope of your product. What else are they passionate about?

•  Should different social channels focus on different aspects of your brand?

•  What is the strength of your brand? Make it the center of your content marketing strategy.

Key Learnings and Questions for your Brand

Tips + Takeaways for your Brand

1  It’s important to know and define your brand voice -- personality, tone, atmosphere 2  Make sure you know your target audience. Deliver what they’re interested in + what your brand

stands for. 3  Consider if you want e-commerce integration 4  Utilize influencers to create compelling content and build in an amplification plan 5  Tap into your fans with UGC 6  Create content that can be incorporated into a reader’s daily routine to create loyalty 7  Employ visual consistency 8  Consider buying vs. fulfillment process with images

Key questions for your brand to answer about your content

1  Do you want this to look like a magazine? 2  How broad will your content be? is it specific to beauty or is it lifestyle? 3  Who are you including photos of?

•  “Real” women? •  Celebrities + models? •  Mostly products?

4  What are your product shots like? •  Glossy/editorial? •  Inspired by your fans’? •  Playful? Serious? Luxurious? Flirty?

5  How much product integration do you want? 6  List three adjectives that describe your target consumer 7  What is your brand personality?

Want to learn more?

Our team of strategists can help your brand build a marketing growth engine. From ongoing support and

program management, to customized strategy sessions and workshops, we’ll set your brand up for success.

NewsCred is the most

comprehensive content marketing

solution.

Get in touch! [email protected]