Luxury skincare brand Elemis is targeting consumers via micro-influencers, as it aims to raise brand awareness among new audiences using TikTok and Instagram.
Health and beauty retailer Watsons is focusing digital marketing efforts on WeChat to stay connected and build communities with its consumer base, as part of its offline plus online (O+O) model.
The beauty and personal care industry must acknowledge weaknesses and address them, because the gap between industry and consumers continues to widen, plagued by poorly backed claims and a raft of misinformation online, warns a cosmetic claims consultant.
TikTok changed the entire trends cycle for beauty brands in 2022, but how can it be used to drive sales in 2023? And what will happen if it’s banned in the US and EU?
Beauty brands that hope to utilise TikTok as an effective marketing tool cannot rely on the “same bag of tricks” they have employed with other social media platforms.
Peer-to-peer insight on a product or brand is the most powerful influencer in global retail purchases, signalling significant promise for beauty to provide more user-generated content in-store and online, says an expert.
As the use of digital devices rises and more young people enter the beauty consumer space, Accenture's new report estimates social commerce will more than double by 2025.
A round-up of CosmeticsDesign-Europe’s most-read news from January 2022 shows interest in L’Oréal patents and NPD, social media trends, Rituals’ B Corp status and beauty science in review.
Conversations on social media can be indicative of what consumers are interested in, and market research company Netbase Quid combed Twitter to see what’s on in personal care.
The decision by Lush to close several of its global social media accounts last year marks part of a wider beauty movement favouring more personalised and flexible consumer engagement, says a communications expert.
Beauty brands must start to create camera-first digital strategies because consumer interaction with the tool is evolving fast, particularly amongst Gen Z and Millennial beauty seekers on Snapchat, say executives at Snap Inc.
Cosmetics major Lush will close all global social media accounts across Instagram, Facebook, TikTok and Snapchat this month, stating they will remain closed until the platforms provide a safer environment for users.
UK high street cosmetics brand Lottie London is expanding fast, developing trend-forward beauty items inspired by social media buzz amongst its Gen Z target audience, its founder says.
Understanding and communicating the impact cosmetics production has on people and planet is the next chapter in industry’s journey towards full circularity, says Natura &Co’s VP of sustainability and group affairs.
Global consumers are leaning into everyday influencers versus celebrities and established figures because this is where they believe authentic content can be found – a trend beauty brands must look at carefully, says an expert.
Deciem-owned indie brand The Ordinary is the most popular beauty brand on TikTok by hashtags and follower count, closely followed by L’Oréal’s derma brand CeraVe; though Unilever’s Dermalogica steals top spot for most videos.
Standing out in an increasingly competitive cosmetics market is often achieved with product claims, but brands and manufacturers must follow clear regulatory frameworks and closely monitor all digital activity - influencer content included.
The plethora of influencer-created beauty content online continues to swell worldwide, and brands should monitor it closely as it provides an important feedback loop that can unlock innovation and power business growth, says a specialist.
The unfathomable rise of TikTok can no longer be ignored by beauty brands, as swathes of users engage with the social media platform daily; appreciated for its openness and sense of community, say experts.
L’Oréal has partnered with TikTok on its pilot commerce feature, enabling consumers in the UK to purchase Garnier and NYX Professional Make-Up products directly via the app – a partnership the beauty major plans to expand over time.
Beauty consumers worldwide are demanding open and honest brand communication on product formulations and ingredients in a digital world strained by unreliable and biased information, says the deputy CEO of L’Oréal.
TikTok has expanded its partnership with Shopify across Europe, giving beauty brands direct access to run and manage social media ad campaigns via the e-commerce platform – a move that will create buzz amongst a highly engaged and diverse mass of beauty...
Video-sharing platform TikTok is a promising space for beauty brands – big and small – to build up meaningful communities and consumer buzz in an increasingly saturated market, say the company's brand partnership managers.
A study analysing Sephora and Ulta Beauty’s Twitter activity and networks has suggested cosmetic brands only have limited control over communications within their networks, opening up important points of discussion for industry, the researchers say.
A round-up of CosmeticsDesign-Europe’s most-read news from September 2020 shows significant interest in Watsons expanding into the Middle East and experts discussing cosmetic claims, natural beauty and green chemistry.
The social media boom has created an architecture of misinformation that, if left unchallenged, will have damaging long-term effects on the beauty industry, warns a cosmetic claims consultant.
This week, the company known for its AI and AR solutions for beauty, introduced a skin diagnostic tool, a shade finder, and a virtual try-on option for brands marketing to consumers via WeChat mini programs.
Consumers in coronavirus (COVID-19) lockdown are looking forward to plenty the other side, but beauty therapy tops the ranks – way ahead of eating out, socialising and travel, according to Kantar.
Beauty brands have stepped it up with digital offerings, but still lag behind non-professional video bloggers in terms of direct influencer impact. Can they catch up?
With the technological landscape becoming more and more diverse, we caught up with Pranktik Mazumdar, Managing Partner, Happy Marketer to find out how brands can best utilise these channels to market their brands and new launches.
Market research provider Mintel has released its latest consumer trend predictions for Europe: we got an exclusive beauty-specific insight from the firm on the forecast trends for the region.
Further to our series of special edition articles on the indie beauty segment, we caught up with Jamie Mills, research analyst with GlobalData, on the power of social and how indie brands are harnessing this best.
Compared to more traditional, larger beauty players - with some notable exceptions, including L’Oréal - indie beauty brands have generally been leading at the forefront of the industry when it comes to consumer engagement via digital.
L’Oréal has teamed up with five beauty bloggers in the UK to shake up its digital content offering, in a move which follows calls earlier this year from its chief digital officer to make advertising ‘less interruptive’.
We look at the biggest factors impacting new product development by considering the latest demographic trends, spotlighting what consumers really want and tapping into digital technology.
Instagram and Twitter are the top social media sites driving consumer engagement ecommerce in Germany, a recent report has revealed, with many brands missing out on the potential these platforms can hold.
According to a report from market researcher Kline, cosmetics and personal care brands (and apps) that customized consumer options did well in the US marketplace last year, and social media marketing got results too.
It seems that every other day we’re hearing about another beauty brand conquering the social media realm - engaged and ambitious in their efforts to get ahead in the digital field.
This year we have seen beauty trends influence consumer behaviour and the social media world has been the breeding ground for a number of these fads. Here we take a look at some of the biggest social media beauty crazes of 2015…
The Instagram beauty phenomenon called multi-masking – in which someone applies multiple skin masks at the same time to address different skin needs – is helping to drive growth in the prestige skin care market in the UK with face mask sales up 22.8%.
Beauty consumers in the UK are more likely to post a picture of themselves online, share content and engage with brands on social platforms and blogs than look at celebrities using cosmetics products.
Although a cosmetic brand might have a high level of social media engagement, ensuring that this leads to real advocacy of brands often means going that extra mile, a new SurveyMonkey study shows.
Taking the digital platform by the reins, global acne-treatment brand Proactiv, has made a series of YouTube videos that provides viewers with skin care, make-up and hair tutorials and tips from experts.
Estée Lauder has reiterated its foray into the digital space as it looks to push its brands forward, launching The Estée Edit in July and the blog/personalized shopping experience appears to be making its mark.
![Watsons is focusing digital marketing efforts on WeChat to stay connected and build communities with its consumer base. [Watsons]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/brand-innovation/watsons-china-centres-digital-strategy-around-wechat-ecosystem-to-stay-connected-with-shoppers/16424957-1-eng-GB/Watsons-China-centres-digital-strategy-around-WeChat-ecosystem-to-stay-connected-with-shoppers.jpg)
![Consumers are increasingly turning to their peers for information on beauty - online and offline - and getting further away from brands and brand messaging, claims a consultant [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2023/03/01/beauty-innovation-must-slow-and-become-science-led-with-substantiated-claims-and-honest-npd-says-dr-theresa-callaghan/16212877-1-eng-GB/Beauty-innovation-must-slow-and-become-science-led-with-substantiated-claims-and-honest-NPD-says-Dr-Theresa-Callaghan.jpg)
![Beauty brands and retailers need to consider ways of bringing the consumer voice to the fore during the shopper journey, providing easy-access user-generated content [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/beauty-retail-future-hangs-on-user-generated-content-insight-in-store-and-online-says-bazaarvoice/13228181-1-eng-GB/Beauty-retail-future-hangs-on-user-generated-content-insight-in-store-and-online-says-Bazaarvoice.jpg)
![Beauty brands are starting to diversify communication channels with consumers, from texts and calls to online in-app chats, opening up great opportunities to acquire consensual first-party data [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/lush-closing-instagram-facebook-tiktok-snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert/13132143-1-eng-GB/Lush-closing-Instagram-Facebook-TikTok-Snapchat-accounts-part-of-wider-beauty-communication-shift-says-expert.jpg)
![Gen Z and Millennial Snapchat users in particular are engaging heavily with what the camera tool can offer in the app [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/12/01/snapchat-says-beauty-engagement-with-virtual-try-ons-via-cameras-rising-fast/13056609-1-eng-GB/Snapchat-says-beauty-engagement-with-virtual-try-ons-via-cameras-rising-fast.jpg)
![Lush is closing all global social media accounts across Instagram, Facebook, TikTok and Snapchat and will instead invest in 'better communication channels elsewhere' [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/business-financial/lush-to-close-instagram-facebook-tiktok-and-snapchat-global-accounts-for-user-safety/13036150-1-eng-GB/Lush-to-close-Instagram-Facebook-TikTok-and-Snapchat-global-accounts-for-user-safety.jpg)
![Lottie London most recently teamed up with My Little Pony, developing a line of beauty products and tools ahead of the 2021 film launch [Image: Lottie London]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/11/08/lottie-london-says-quick-innovation-inclusivity-and-sustainability-key-for-gen-z-consumers/12992707-1-eng-GB/Lottie-London-says-quick-innovation-inclusivity-and-sustainability-key-for-Gen-Z-consumers.jpg)
![Industry needs to look at how it gives back to nature and biodiversity as it works towards full circularity [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/10/12/natura-co-talks-circular-beauty-future-and-importance-of-environmental-and-social-impact-of-cosmetics/12918193-1-eng-GB/Natura-Co-talks-circular-beauty-future-and-importance-of-environmental-and-social-impact-of-cosmetics.jpg)
![More than half of consumers now prefer 'everyday' influencers - friends, family and peers - to celebrities and established figures [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/19/beauty-influencer-marketing-potential-in-everyday-users-due-to-trust-finds-bazaarvoice/12749564-1-eng-GB/Beauty-influencer-marketing-potential-in-everyday-users-due-to-trust-finds-Bazaarvoice.jpg)
![As of July 2021, The Ordinary has 949m hashtags and 288,000 followers; CeraVe has 878.5m hashtags and 252,600 followers making them the most popular beauty brands on TikTok [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/18/tiktok-most-popular-beauty-brands-the-ordinary-and-cerave-finds-skincare-hero/12746252-1-eng-GB/TikTok-most-popular-beauty-brands-The-Ordinary-and-CeraVe-finds-Skincare-Hero.jpg)
![The boom in social media and video platforms like Instagram, Facebook and TikTok and work with influencers means cosmetic companies have much more to monitor around product claims [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/02/cosmetic-claims-regulations-and-substantiation-in-the-digital-age-of-instagram-tiktok-and-facebook/12701975-1-eng-GB/Cosmetic-claims-regulations-and-substantiation-in-the-digital-age-of-Instagram-TikTok-and-Facebook.jpg)
![Content creators are creating more content across a wider variety of channels, and consumer engagement with this content is at an 'all-time high' [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/07/20/influencer-marketing-in-beauty-continues-to-surge-with-great-emea-promise-says-tribe-dynamics/12660791-1-eng-GB/Influencer-marketing-in-beauty-continues-to-surge-with-great-EMEA-promise-says-Tribe-Dynamics.jpg)
![TikTok offers users a space to be creative and have fun, which holds plenty of opportunity for beauty brands to get involved [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/06/25/tiktok-beauty-surge-due-to-high-user-engagement-creativity-and-joy-say-marketing-experts-the-pull-agency/12595596-1-eng-GB/TikTok-beauty-surge-due-to-high-user-engagement-creativity-and-joy-say-marketing-experts-The-Pull-Agency.jpg)
![L'Oréal's Garnier and NYX Professional Make-Up products were now available for purchase in the UK directly via the TikTok app [Image: L'Oréal UK & Ireland]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/06/17/l-oreal-uk-ireland-partners-with-tiktok-on-pilot-commerce-feature-with-garnier-and-nyx-professional-make-up/12574082-1-eng-GB/L-Oreal-UK-Ireland-partners-with-TikTok-on-pilot-commerce-feature-with-Garnier-and-NYX-Professional-Make-Up.jpg)
