Marketing from Beauty Brands

Skincare brand Aesop prides itself on creating unique and original retail spaces, with each one deliberately designed to be different.

Aesop’s digital microsite, Taxonomy of Design, aims to reflect this by telling the stories behind its global stores. It offers information on the processes and materials that go into each one, and features interviews with designers and collaborators who have worked on the stores in question.

A beautifully designed site in its own right – it’s pretty easy to get lost browsing around. However, by pointing users back to content on the main Aesop website, it is able to deliver on its original purpose of promoting the core brand.

Haircare brand Bumble and Bumble often posts helpful tutorials and how-to’s, and has recently taken this one step further with a collaboration with lifestyle and fashion publisher, Coveteur.

Capitalising on the expertise and authority of Coveteur staffers, it separates hair struggles into four distinct categories, and provides the solution with helpful videos, tips, and the products to use.

By cleverly mixing content and commerce, it naturally prompts consumers to buy the recommended products there and then.

Its online film features four leading influencers in the beauty world, including male blogger Lewys Ball, and debuts the brand’s new visual signature of a ‘double L’ pose.

While there’s nothing particularly ground-breaking about the content itself, the decision to feature a male blogger was a clever way to generate interest, and in turn, meant the brand’s new positioning would be well-promoted.

To celebrate the fact that its best-selling foundation is now available in 40 colours, it created a series of four videos featuring 40 inspirational women including director Gurinder Chadha and Olympic cyclist Laura Kenny.

For a brand with less than 30 products, Glossier generates a huge amount of engagement online. Borne out of ‘In the Gloss’ – a blog which founder Emily Weissman launched in 2010 – it is described as a ‘content-first’ company, with this content mainly manifesting itself on social media.

Glossier’s Instagram channel, which is integrated into its main site, is at the heart of its strategy. Here it posts sneak peaks of new releases and influencer content, however, it dedicates a large portion of its activity to user generated content– re-posting photos and turning real-life customer feedback into content for its own channels.

Creating content for both L’Oreal’s website and social channels as well as their own, the campaign has allowed the brand to capitalise on the influencers’ combined reach of 5.5m.

Meanwhile, it gives L’Oreal the opportunity to create the kind of content that users are searching for online – which is mainly beauty tips, advice and tutorials.

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