Online presents a major challenge for beauty brands and companies. It is a disruptive force because it is transforming how people are influenced about, and obtain information on, beauty products and brands. In addition, the arrival of the online channel coincides with the rise of emerging markets and changes in consumer segments.
Despite all the new technologies, it is dialogue that is the key to selling premium and new beauty. Dialogue engages with consumers, builds trust and allows for buyers' concerns to be assuaged. In particular, new and innovative products require specific and appropriate dialogue to become established while sales of premium brands are always engagement intensive.
But this new channel can tap into and benefit from a wealth of dialogue expertise that is available. Beauty professionals have wide experience in encouraging and persuading people to buy the new and unfamiliar. The dialogues they use are constantly developing and changing in the light of product innovation and consumer expectations. At customer contact point, beauty experts have had to rework and reshape dialogues for a wide range of new products, protocols and procedures (for example, Botox, fillers, pharmas and cosmeceuticals).
Beauty dialogues must now be brought to new platforms. Online (display and social media) is fast becoming consumers' first point of contact with brands and trust, an issue of acute concern for beauty, needs to be built on these new platforms.
In its new report, "Dialogue and Digital Sales 2013," Diagonal Reports present the tried-and-tested dialogues and the influencing and engagement skills that sell beauty innovations and products. The analysis parses the beauty dialogue into its main components and presents different—and customized—dialogues used.