How Large Beauty Companies Are Rebranding Themselves in the Digital Age
The digital landscape has undoubtedly changed the beauty industry and the way products are served to consumers. Gone are the days when an advertisement was placed in a beauty publication and a product was purchased in a store. Consumers now have the ability to review the way a product functions without ever entering a store to purchase the good. Many niche makeup brands have built their following in the digital world by working with bloggers and influencers. However, the large beauty brands that have been in the market for many years have needed to transition from traditional platforms to digital platforms in order to meet the needs of consumers. These companies have rebranded themselves and embraced the digital age.
Companies that Have Embraced the Digital Age
In the fast paced beauty industry where traditional brands have to differentiate themselves from the new competition, large companies have started to invest in digital platforms. Lubomira Rochet, Global Chief Digital Officer at L’Oréal, was recently featured in a Think with Google article that discusses how the brand has focused on the digital landscape. According to the article, digital was 38% of L’Oréal’s overall media spend in 2017. This digital investment is a large change for a brand that previously reached consumers through magazine ads and television commercials. In addition to this, L’Oréal’s website has also created a multitude of content that is personalized for the user experience and fits the digital model. There is an entire section on the website that serves as a digital magazine and has content about various products and trends in the industry. The brand has also incorporated technology by adding a try-on feature for their products.
Another large makeup brand that has expanded upon their digital presence is Revlon. The Revlon website features various videos about the products they offer and tutorials about how to create certain looks and apply products. This established brand has modified the way they are reaching consumers to create a more personalized experience.
L’Oréal and Revlon are examples of established brands that are expanding upon their digital presence to retain their current customers and reach new consumers. It is through digital tactics that large brands that often relied traditional advertising and product purchases in stores are now able to capture the attention of consumers instantly and allow them to make an eCommerce purchase immediately. This is a relatively new concept for brands that have been around for decades and did not previously rely on eCommerce purchases to drive sales.
What This Means for the Beauty Industry
As the industry continues to evolve we will see more brands creating curated content and offering virtual experiences where consumers can view products and try the product on before making a purchase. The digital landscape has opened the door for the beauty industry and has provided an opportunity for established brands to refine the way they engage with consumers and customize their advertising and content to compete with the niche brands.
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