Brands heralding the best digital strategies so far this year…

By Michelle Yeomans

- Last updated on GMT

Brands heralding the best digital strategies so far this year…
Digital strategy is top priority for cosmetics brands looking to better connect with consumers and get ahead of the competition. Here, Cosmetics Design takes a look at some of those clever moves…

While it might not be as highly regarded as Facebook on the social media ‘it’ list, L’Oréal’s strategy on Pinterest in the form of ‘Promoted Pins’ and scroll-activated video ads was found to considerably boost purchase intent​.

Promoted Pins are native still image ads that brands pay to have seen more often than organic content. The ads are short loops of video content that play as site users scroll towards them on the page.

The social network has been sharing data recently that suggests beauty and hair care brands do particularly well with consumers on its platform and new numbers show video content there has attracted beauty and hair consumers’ attention for their next purchase.

Comparing L’Oréal’s video ads to the brand’s promoted pins back in March, data analysts at Pinterest found that the Cinematic Pins increased purchase intent by 37.2 percent and boosted brand awareness by 30.7 percent. And, that's in contrast to “people who saw the static Promoted Pins [whose] purchase intent increased by 30.9 percent and boosted product awareness by 21.3 percent.”

In April, Edgewell Personal Care took its engagement with e-commerce a step further by becoming one of the first beauty and personal care brands to engage with Amazon’s new Dash concept​.

Edgewell is a pioneer amongst personal care players and is rolling the Dash button out for its Schick shaving brand, as well as its Playtex, Sport, Carefree and Stayfree feminine hygiene brand.

The technology was recently launched by Amazon and is a single wi-fi enabled button that serves the purpose of ordering a single pre-programmed item from Amazon at the touch of a "button".

It attaches to any surface and can be used to re-order any regular household items, from diapers, to tissue paper, air fresheners and any number of beauty and personal care products.

Although, just like the first generation of tablets and iPads, the technology has met with some scepticism, that is now giving way to curiosity amongst consumers, which in turn in is leading more brands to roll the technology out.

Meanwhile, Max Factor was venturing into augmented reality​ by teaming up with UK-based visual browser expert Blippar to make the beauty player's almost 500-strong product portfolio fully digitally interactive.

The joint-project has resulted in all the products now being emphasised by curated digital content, which can be accessed by using the associated free-of-charge Blippar device​.

The level of interactivity goes as far as to provide consumers with before and after make-up shots, to demonstrate the effect specific colour cosmetic items can have, as well as providing professional tips about the best way to apply them.

Finally, IFF and Vapor Communications launched a digital scent platform centring around a palette of 12 fragrances​ developed through the sensorial communications company’s partnership with International Flavors & Fragrances.

The portable Cyrano device features replaceable cartridges lasting (with anticipated regular use) for one month. Vapor is positioning the technology for mood and messaging use.

The scent speaker and technology are fairly straight forward and in the hands of the consumer is designed to run mood melodies, via the oNotes app, that correlate to desirable frames of mind, including “Get Energy,” “Get Relaxed,” or “Get Free.”

IFF created the fragrances to evoke each mood. And the company believes that digital fragrance is a viable niche. 

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