The beauty industry and advertising are in a long ongoing relationship dating back to the middle of the 19th century. But it wasn’t until the 1920s and 1930s when it got widespread due to a high number of new products including face creams and lipsticks. Mass marketing of cosmetic products began after WW2. One noticeable example is Revlon brand, which marketing campaign in the 1950s included thousands of window displays, radio and newspaper ads, beauty contests, preview parties in hotels, and even a TV quiz show. These efforts made Revlon the most popular brand of lipstick, hairsprays and nail products of the time.
Since then there have been several major trends in beauty advertising: actresses and supermodels becoming associated with brands, anti-aging products boom, and natural and hypoallergenic cosmetics rise. Nowadays it’s all about digital: micro-influencers and beauty vloggers set trends and define what’s “in” right now. Even though digital advertising has been growing rapidly in recent years, the traditional offline industry can still be effective. We’ve selected several offline methods that can help to promote your product.
Store opening collaborations
Partnering with chains opening new offline stores is another way for brands to present and promote new products. With offline events getting less coverage in the media, it’s one of the last ways to draw the attention of the journalists. It also can help to get more engagement from the existing audience, attract new one and get some of your products on the display for them to evaluate. Grand openings serve to enhance other marketing tactics employed by the company.
Sampling
The fact that customers still prefer trialing beauty products before buying them is perfectly understandable. Technologies are yet unable to transfer smells or tactile feel. Samples can be spread in many different ways from being attached to magazine covers to being presented at in-store stands.
Awards and event sponsorship
Brands looking for raising awareness should consider participating in major industry conferences and awards. Company representatives can give talks on new technologies and advances and the award-winning products can get better media coverage. Becoming a sponsor is also a great way to raise brand awareness. The range of events available for this purpose is rather wide including marathons and other sports events, fashion shows, and new product presentation.
Offline branding
The Joy introduces an automated system for offline advertising on jackets, t-shirts, and practitioners’ transportation. It also includes developing promotional campaigns, which allows advertisers to customize their desired targeting by social class, age, sex, and geography. Advertisers can also preview how many practitioners are available for targeting, approximate coverage and budget and then order an advertising campaign based on this data. We made up a use case to explain the concept better.
A beauty brand (e.g. Nivea) figured their brand awareness and sales went down in a specific region and specific audience e.g. female 30–40. They run an offline advertising campaign using The Joy by putting their logo on uniforms of practitioners who complete orders for this audience and providing them with samples of new products. The practitioners get a share from the advertising budget from the brand. Later the brand conducts a survey through The Joy to get valuable feedback. The platform users who complete the survey receive rewards so everyone benefits from it.
Other offline methods still working in promoting goods include cold calls, participating in trade shows, and even sending out physical mail. Offline advertising is a great way to support and enhance your brand’s online presence and The Joy offers an effective offline-online solution.
The Joy Website: https://thejoy.io/
The Joy Android Beta App: http://bit.ly/TheJoyBeta
The Joy Web-Version Beta: http://www.thejoy.com
