Study: E-commerce remains strong vehicle for beauty shoppers
NEW YORK — E-commerce has been and will continue to be a strong vehicle for how consumers buy beauty products, according to a new study released by digital marketing firm PM Digital.
PM Digital’s "Trend Report: Makeup and Skincare Brands Online" explores the current state of beauty e-tail and presents findings and figures that reveal how brands effectively cater to online shopping. U.S. beauty sales are expected to reach $81.7 billion by 2017 and of that, 38% is expected to be attributed to online key term searches.
Overall, the trend report spotlights that over the last five to seven years, e-commerce has been and will continue to be a consistent vehicle for how consumers purchase beauty products, and attributes this to impactful online marketing campaigns searches. According to PM Digital, it found a key trend that proves how marketing is impacting the consumer and driving e-commerce sales. The study shows that Avon and Mary Kay have captured 20% of line market share of tradition web traffic over Olay, Maybelline, M.A.C. Cosmetics, CoverGirl and e.l.f.
"Successful marketing in the beauty industry has to strike the right combination of outside-in emotional brand connection and inside-out product performance. This study revealed the dominant players that consumers have fallen in love with. Here, it’s never casual, and it’s why we’re seeing social media and content accelerating as critical connectors," stated Chris Paradysz, co-founder and CEO of PM Digital.
Additional key findings are as follows:
- Search Engines drive nearly 40% of clicks to makeup and skin care sites, with Google alone accounting for 30% of referrals to makeup and skincare sites;
- Social networks and email each make up 12% of traffic to makeup and skin care brand sites;
- The top search keywords for makeup and skin care sites fall into three categories — products, concerns, and promotion/contest/giveaway searches;
- Generic searches for makeup or skin care products usually result in product listing ads for department or retail beauty stores;
- Searches for branded products often result in PLAs with links to both department stores as well as the brand’s own sites; and
- Product features and reviews, how-to videos, testimonials, forums, and social media continue to be a leading factor in being a trusted perspective.
Shopping for beauty products is a hands-on activity — arguably even more so than clothing or accessories. Customers have been trained to want to touch, feel, smell and try on each unique product and color to find the best fit. The nature of beauty products invokes a highly engaging shopping experience; beauty shoppers tend to proactively seek rather than reactively purchase. However, despite selling merchandise that lends itself beautifully to in-store shopping, beauty brands are still making strides in the digital world, the report stated.
Clear Scalp & Hair to sponsor ‘The Voice’ season six
NEW YORK — Unilever’s Clear Scalp & Hair has partnered with NBC’s "The Voice" for season six as the official hair care sponsor of the singing competition.
The multiplatform partnership will include custom content featuring personal stories of past "Voice" artists to celebrate resilience together with Clear Scalp & Hair. In addition, as part of the initiative, Clear Scalp & Hair will join NBC’s "The Voice," as the official title sponsor of "The Voice Live Tour" to launch summer 2014 across the United States.
Viewers also will have the ability to directly engage with the tour and an artist from "The Voice" to participate via social media platforms. "The Voice" premieres Feb. 24 on NBC at 8/7c. "The Voice Live Tour" will be produced by Talpa Media USA.
Timed with the brand’s debut as the official hair care sponsor of "The Voice" for season six, Clear Scalp & Hair has launched its new advertising campaign surrounding its message of resilience, featuring international supermodel and Clear Scalp & Hair global brand ambassador Miranda Kerr.
Beauté de Maman begins national retail rollout
WESTPORT, Conn. — TriStar Wellness Solutions has announced that its Beauté de Maman brand of beauty and wellness products for pregnant and nursing women has begun its national rollout to drug store, grocery and natural food retailers across the country.
Following a test at selected retail locations during the second half of 2013, the brand will now begin significant retail expansion in 2014. The brand expects to achieve retail distribution in more than 5,000 stores by the end of 2014.
Beauté de Maman brand provides beauty, personal care, and wellness products to meet the special needs of pregnant and nursing women. Created by an OB/GYN for her patients, each product in the Beauté de Maman range is formulated to meet the highest standards for natural ingredient selection that are safe for the mother while addressing the unique symptoms women encounter during pregnancy.