While many industries are not doing well in e-commerce, the beauty industry is doing great. It is estimated that by 2024, the global value of the beauty market will be around USD 750 billion. What trends drive sales on the beauty market? What brands are gaining popularity and what advertising channels are they using for this purpose?
How to sell online in the beauty industry in 2020?
In the 21st century, the customer’s purchasing path is longer than ever, which is a big challenge for cosmetics brands. On the other hand, it is a chance to use various sales channels for marketing purposes. What trends are driving online sales in 2020? What sales channels attract customers?
1. Individuality and authenticity are fundamental
Today, not only well-known brands, which have been on the market for years, are triumphant in the e-commerce industry. Consumers are becoming more aware of what is used by numerous smaller manufactories and companies that want to attract customers with their individuality, highlighting the brand history. Authenticity is valued, and thanks to it many new brands appeared on the market and interested consumers.
2. Influencer marketing – a way to create a brand?
Influencer marketing is becoming increasingly popular. It is no different in the beauty industry. Cosmetic companies that offer various services and products often engage celebrities in their advertising campaigns. Cooperation with bloggers, who have gathered a group of loyal followers, who are a source of considerable earnings for cosmetics companies, is becoming an increasingly common solution.
3. Instagram – king of the beauty industry?
The beauty industry has its own rules – online advertising should combine attractive photos with reliable information that consumers are looking for. That is why Instagram is an excellent sales channel, which enables publishing visually attractive photos and text content. As many as 72% of users admit that they made a purchase in the field of fashion and beauty after reading Instagram content. What’s more, companies also use popular stories – as much as 38% of these types of posts come from companies from the beauty industry (retail sector has second position – 26%, and luxury goods third – 21%).
4. Personalization – don’t appear online without it!
How to choose a foundation or eye shadow color online? The owners of online cosmetics stores have found a way! In many online stores it is possible to have an individual consultation with an advisor, and in addition, companies provide special programs that allow you to choose the right color. In some stores it is possible to upload your own photo and virtually apply a given product on it to assess the final effect. Such personalization has permanently reserved a place in the beauty industry and probably will not disappear from it soon.
5. Zero waste in cosmetics?
Increasingly, in the cosmetics industry, the idea of zero waste and natural, ecological ingredients finds its voice. Consumers wish to know what products they use and their composition. That is why companies:
respect the environment, avoiding plastic packaging
sell organic products, free from harmful substances
offer reusable replacements for disposable cosmetics
Last year, the value of the organic cosmetics market increased by several dozen percent. This shows that organic natural cosmetics drive sales. How to be successful at sales next year? Find out and learn 40 E-Commerce trends in 2020 (The Top 40 Ecommerce Trends for 2020)!