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Wellness as beauty is a bottom up development that is, and has been, 100% driven by changes in consumer behavior and regimes. Words such as 'energy' and 'de-stressing' resonate with consumers, and it is up to brand owners to adapt their products to meet the demands of beauty as wellness.
It is more crucial than ever that beauty brands focus their media investment on the consumer’s journey and decision-making process, but media plans still largely focus on paid and owned efforts that align to support the brand’s objectives. It’s time that earned media and a consumer-led approach play a larger role in the integrated media plan.
Makeup artist to translate social media success and vision for makeup into brand goals and initiatives.
With her millions of social media followers, Hadid may prove to be a strong voice for the brand as she represents it globally.
Ten categories recognize the best digital marketing innovations from the beauty industry; nominations for brands, retailers and bloggers will be accepted through January 23, 2015.
According to a Canadean, consumer adoption of anti-aging skin care routines is low despite high interest in the products, indicating that marketers are failing to connect with a majority of consumers who are most interested in their products; brands not getting their messaging right when they talk to older consumers—a group comfortable with their age.
Technology is coming to the rescue with a number of apps designed to show the user how they appear in certain makeup, without the work of applying any. Many of these apps are primitive, and simply involve taking a selfie and letting the user play with a few color filters. But more advanced 3D face tracking apps will soon let users genuinely see themselves in makeup with a few easy selections, trying out new looks within seconds (and without the bother of makeup remover). Future makeup apps, offering a real time “like looking into a mirror” experience of actually seeing your live face in motion and accentuated by virtual makeup effects, could help users quickly settle on new looks, and even help to guide users in applying real makeup.
Traditionally, advent calendars have been associated with the confectionary space, and have often been targeted at younger consumers. However, this concept is expanding as innovation concepts traditionally found in food and drink migrate into the personal care space. Advent calendars within the beauty space are now gaining rapid traction as a seasonal "must-have" for consumers.
In addition to appearing in the brand's advertising campaigns, marketing programs and at public relations events, Caune will be an active participant in Elizabeth Arden's digital and social media platforms.
EGC Group notes consumers' expectations for seamless experiences from in-store to digital are on the rise; consumers report they're willing to pay more for great experiences with brands.