Jo Hughston, Head of Marketing at social-first marketing agency The Goat Agency, shared her advice for beauty brands that are navigating the ever-changing social media landscape in late 2023.
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.
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.
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.
Recent research from social tool Pulsar reveals the latest in leading brow beauty trends on social media, detailing the brands, descriptions, how-tos and hashtags capturing the attention of brow fans.
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.
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...
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.
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.
All around the world, cosmetics and personal care industry professionals have been working from home during the Coronavirus pandemic. Without the usual calendar of events and tradeshows, we’re finding new ways to stay in touch and stay informed.
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.
LA cosmetics brand ColourPop is stealing social media interest and generating most purchase intent online, according to beauty intelligence firm Cherry Pick.
In today’s digital environment, things move fast especially with social media. So having a clear understanding of what is important and what you should be doing is critical to success both from an engagement standpoint but also a brand standpoint.
Edgy color cosmetics brand NARS has seen a backlash following the announcement that it will enter the China market, where product safety testing on animal is still mandatory.
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.
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.
Sunday during the Golden Globe broadcast, the beauty company will launch a campaign designed to expand the red carpet conversation with a multitude of insights from women, sharing and connecting in real time with L’Oréal’s brilliantly up-to-date messaging.
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.
A new survey of social media habits in the US finds that when it comes to cosmetic brands, users should be measured according to the quality of engagement.
YouTube video make-up tutorials are big business for entrepreneurial individuals and smart brands looking for scalable word-of-mouth endorsements in the digital age; DulceCandy just received a Latinovator Award for her success in the field.
Consumers concerned that Bisphenol A used in cosmetics packaging could be absorbed through the skin and disrupt the body’s endocrine system, have taken to social media and are effectively overwhelming the messaging from brands and government agencies.
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.
L’Oréal has announced the acquisition of US color cosmetics player NYX Cosmetics in a move that will see it take on one of the fastest growing players in this highly competitive category.
As more and more beauty brands strive to master the social media platform to connect people and interact, digital specialists have found color cosmetics player MAC to be ahead of the game with its strategy.
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.
Social media photo sharing platform Instagram is opening up a big opportunity for beauty brands to utilize user generated content and grow eCommerce channels.
The nature of social media means that information travels faster and whilst this is a great tool for brands to interact with consumers, it is also a great driver for change when you look at the new cosmetics regulation that has come into force.
As this year’s April fool’s day saw many a corporation show off their lighter side with tongue in cheek stunts, the personal care giant was reminded that not all consumers have a funny bone on announcing that the launch of a 'Scope Bacon mouthwash'...
According to Harriet Kingaby, sustainability strategist at Ogilvy Earth, despite many cosmetic brands utilising social media to better connect consumers to their brand - particularly in view of their sustainability efforts, few have an effective strategy.
Estée Lauder has been a long time front runner when it comes to social media in the cosmetics industry, and it has now upped the ante with its MAC Cosmetics brand by getting employees to add a more personal touch.
As some of the biggest cosmetics players outline their digital strategies in Asia-Pacific, new internet research suggests that the opportunity could be growing in China.
Social media continues to grow in importance for the cosmetics industry, as it can provide manufacturers with a good source of engagement and allows consumers to discover different products.
Cosmetic giant L’Oréal’s North American subsidiary has noted the importance of social media in brand development and consumer engagement particularly when it comes to improving relationships and getting an insight into the consumer.
A recent poll carried out by The Allstate Corporation and National Journal highlights that Facebook fans or Twitter followers of a brand are more likely to not only recommend, but also buy from those brands than they were before becoming social media...
![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]](/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 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]](/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]](/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]](/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]](/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)
![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]](/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)
