Beauty brands must understand that social media is an infrastructure used to connect people and interact, and not just a media platform to distribute their own messages, according to an industry expert.
In a video planted across the web, L’Oreal’s has released a new ‘brand manifesto’ which looks to re-imagine the company’s identity as a more accessible brand for consumers, in its latest marketing move.
Olay, L’Oréal Paris and Rejoice emerge as the top three digital beauty brands in China and are tipped to make this status count as the country’s digital and social use has seen growth in the last few years.
The growth of mobile technology has been noticed by beauty brands, which see the value of smartphones and tablets as research tools and m-commerce vehicles, although there is still work to be done to optimize the platform.
With e-commerce projected to boom in the beauty sector, reports suggest that cosmetics companies need to stay on top of their digital affairs to enhance customer satisfaction and stay ahead of the competition.
Despite luxury brands previously shying away from digital platforms due to the sensorial factor being imperative for consumers, experts say there is a way to command these platforms without compromising what the consumer needs.
Social media and the online discussion that these platforms provide are an important influence on cosmetics brands, and with ecommerce picking up pace in the developing world, CosmeticsDesign-Asia.com catches up with The Happy Marketer’s Rachit Dayal...