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The Future of Marketing In Beauty & Cosmetics
Episode 828th May 2024 • That Doesn't Work Anymore • Add3
00:00:00 00:57:21

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Shownotes

Email Marketing & Newness:

  • In fashion and beauty, new products are significant drivers of retention and engagement.
  • Emails that feature new and exciting content tend to perform better.

Innovation & Product Launches:

  • Innovation is critical; presenting new products frequently keeps customers interested.
  • Comparison to historical commercial salesmen who always had to present something new to maintain interest.

Personalization in Email Marketing:

  • Although personalization is valued, the return on investment may not always justify the effort.
  • Broad targeting and exciting product features can sometimes outperform personalized emails in terms of engagement and sales.

Consumer Behavior & Segmentation:

  • Different products (e.g., skincare vs. makeup) exhibit varied consumer behaviors and purchase frequencies.
  • Leveraging seasonal trends and consumer preferences is vital for effective marketing strategies.

Retail Media Networks:

  • Retail media is a cost-effective acquisition tool, particularly for startup and scale-up brands.
  • Digital activation and in-store promotions are essential strategies for driving sales.

Gen Z Audience:

  • Gen Z consumers are highly knowledgeable, research-driven, and influenced by social media.
  • They value product effectiveness over brand loyalty and tend to be omnichannel shoppers.

Technology & Platforms for Startups:

  • The availability of various tech tools (Shopify, Google Merchant Center, Klaviyo, etc.) has lowered the barrier to entry for new businesses.
  • Integration of data across multiple platforms remains a significant challenge.

In-Store Digital Innovation:

  • Upcoming trends include high-quality in-store digital screens that enhance visual merchandising and customer engagement.

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