In the past decade, e-commerce has touched each industry zone, including aviation, engineering, and manufacturing. Considering that society has become more accustomed to making purchases online at any time and from anywhere, this makes sense.
Beauty and cosmetics products have usually been one of the most famous ecommerce niches. It has been around for many many years, and over the years, it has seen rapid growth in terms of innovations, technologies, and products. As the rest of the world continues to move closer to online buying, beauty, and cosmetics are also experiencing better online sales growth.
Putting it into perspective, in 2022, the beauty and self-care market is predicted to generate $564,438 million in sales. According to Statista, the market will grow at a 4.7% rate (CAGR 2022-2026), by 2022, online sales will account for 25.4% of total sales.
Rise of Ecommerce in The Cosmetics Industry
The beauty industry used to rely heavily on retail sales to grab new customers. However, with the rising demand for digital technology, online shopping stores pursue digital marketing to build a strong online presence in the eCommerce world.
According to a study, it is expected that the global cosmetics market will grow to $463.5 billion at the end of 2027. There are many big brands such as Estée Lauder, L’Oréal, and Unilever are spotlights in this industry. However, the demand for eco-friendly and organic products highlights a gap that leads to the emergence of new brands trying their luck with their custom products in this market.
It has been about a century since beauty products first appeared on the market. Now modern cosmetic companies are striving to target the younger generation with innovative skin care and beauty products from organic ingredients. These advancements show the direction in which the cosmetics industry is progressing.
How Digital Marketing Is Influencing Customer Behavior?
Online stores are doing everything they can to drive sales on their platforms. Not only do they use effective digital advertising generation, but they also make full use of different advertising and marketing developments. Most of these advertising campaigns aim to provide clients with an excellent multi-channel advertising experience.
Online cosmetics companies use the following marketing strategies to increase recognition, income, and profits:
1. Customized Products
One of the best ways of setting an online cosmetics store apart from the offline one is by providing customized products with personalized packaging to impress potential clients.
These products are based totally on their pores and skin types, complexion, and issues they are facing. It enables customers to focus their search and get the answers they could get in a physical makeup store. This customized approach makes clients sense supported and provides them with a superior purchasing experience. Investing in high-quality cosmetic packaging boxes to make your brand stand out not only enhances the visual appeal of your products but also reinforces your brand’s commitment to quality and sophistication. The boxes not only add visual appeal to your products, but they also convey your brand’s commitment to quality.
People decide to shop for products online because they may be able to locate the best deals, see the components, read customer reviews, endorse pores and skin types, and have blogs about the products. This differs from the offline buying experience as it’s far more time-consuming and much less personalized. Shopping at a physical store cannot offer the speed and product statistics, which is easily available online.
2. Social Media
Social is one of the biggest opportunities for cosmetic brands to target billions of potential customers. Facebook, Instagram, YouTube, and websites are all social media platforms. Instagram is a leading social media site that assists manufacturer to target their worldwide customers.
It allows big brands to advertise their beauty products in an attractive way to grab customers’ attention from far away. Brands can upload products HD quality images on their official Instagram and Facebook pages. Customer reviews make your daily posted content more authentic in front of new buyers. This approach will increase the conversion rate and generate more revenue for cosmetic brands of all types.
3. Celebrity/Influencer Marketing
Nowadays, celebrity and influencer marketing strategy is one of the most effective advertising techniques. Some brands connect with celebrities and social media influencers even before launching their products. When influencers advertise those products in front of their fans and followers, it will create a buzz long before the product is released.
Popular celebrities upload videos of unboxing, using products, and showing before and after results to their fans, this is how people will trust their biased reviews and they want to invent those products. This is the best technique to build customers’ trust and make a brand reputation more trustworthy. It has been confirmed to be a satisfactory marketing approach for cosmetics brands and helps them increase sales.
4. Augmented Reality (AR)
Augmented Reality is incredibly new to the cosmetics industry, yet it has proven to be highly effective in enhancing the overall performance of online organizations. This innovation permits customers to attempt items before buying.
Stores that sell cosmetics online use digital mirrors to determine what products to recommend based on the client’s complexion and skin type. It’s still in the early stages of development and could honestly provide a fresh perspective. Within the next few years, the online beauty industry will grow rapidly.