Come On First Aid Beauty, You Can Do Better!
Although they really have a good video strategy.
A Pixability: Women’s Wear Daily study discovered that 68.5% of all views of the 200 top beauty videos were of makeup tutorials. This means more than half of all beauty videos were makeup tutorials, showing consumers exactly how to apply products. This is just one example of the power of video to elicit a customer response.
The beauty and skincare industry is facing the same situation. Demonstrating the efficacy of products through videos can have a better effect on stimulating consumers to buy.
Clinique used product-centric six-second videos to replace traditional display ads and saw a 70% increase in their ad recall rate and a product awareness increase of 26%.
First Aid Beauty has given more attention to videos as they have begun to understand the impact that video content has on retail sales. They nearly provide detailed tutorial-style videos for every product.
First Aid Beauty even incorporates animations to elaborate on the details of the product: listing why this product is good, what its ingredients are, and why our skin improves when we use this product. The video style is light and fun, but the results of using the product are very visual.
Moreover, just posting tutorial-style videos is not enough for First Aid Beauty. They take a step further. First Aid Beauty tied itself with popular social platforms tightly. As for video content advertisement, they put one of their bestseller products — BUMP ERASER BODY SCRUB on the first line of the first page. And they also use a cover page saying “TikTok made me buy it”, to give customers a feeling that it is a very popular product on Tiktok, which could give them a hint that a lot of people have tried it and are willing to recommend to others. In this way, they may search “first aid beauty” on Tiktok, which will add more impressions and traffic for FAB as well.
However, compared with its content marketing, there is one thing that first aid beauty can do better — Interaction. Take the online chat box as an example.
I don’t know why, in an era where customer experience stands so high, FAB still insists on a very outdated and unintelligent customer online consulting service.
Compare with Kiehl’s, allow you to find an online expert to talk to you in a timely manner to solve your problem. First Aid Beauty uses an “old school” approach to communicating with its audience: the only way you can talk to them is to submit both your email address and a question to them, and all you can do is wait for them to respond.
If you have any emergencies, such as you haven’t received any updates, or you need to buy a Quick Shop product immediately but want to make sure it’s the best fit for you, you’ll have to wait a long time to hear from them. I understand that this might be a way for them to collect customer emails, perhaps as part of email marketing, but would this be a case of missing the big picture? If the problem can not be resolved promptly, or if you find that you cannot communicate more directly with the brand, the customer may abandon the purchase and choose another product. Perhaps the provision of product detail videos is an attempt by First Aid Beauty to increase the freedom of choice for customers.
Come on FAB, you can do better.
