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“Hi. I’m George. I’m unemployed and I live with my parents.”
In a truly memorable episode of the television series Seinfeld, George Costanza decides to approach every situation in the opposite way he would normally. In this vignette, he divulges the truth to a woman about his lack of economic independence—and wouldn’t you know, rather than be turned off, the woman invites him to sit down. George’s authenticity was a turn-on.
Beauty brands venturing into the digital space might take a lesson from the Costanza playbook: Be brutally authentic, act only in the true spirit of the brand and approach the channel without the business-as-usual marketing plan.
Informed marketers in today’s fluid, multidimensional marketplace recognize that beauty consumers are increasingly spending time and money online. Furthermore, online beauty shoppers are more valuable, influential and engaged than those who don’t use the online channel. Traffic to beauty-related sites has increased 94% from the first quarter of 2007 to the first quarter of 2009, according to a report by Google/Compete. The report also showed that online beauty shoppers are twice as likely to use six or more different brands of beauty products (20% versus 10% among non-online shoppers). In addition, 60% of online beauty shoppers spend more than $25 per month while only 40% of consumers who don’t shop online spend more than $25 per month. Furthermore, consumers who shop for beauty products online are nearly twice as likely to tell friends about the products they use.