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IH Digital’s #PhygitalBeautySpace To Reinvent Beauty Marketing

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The new marketing strategy for beauty retail 

Beauty businesses have been baffled in the shadow of Covid-19, due to the lockdowns, physical stores are forced to shutter and the sales of beauty products declined. Even for global beauty giant L’Oréal, their fiscal revenue in the first half of 2020 fell by 11.7%, in light of widespread store closures and limitations with physical shopping.  

In current times, hygiene is the key to prevent product contamination. As might be expectedfor a highly personal category, safety measures have restricted the in-store practices of product testing and in-person consultations, resulting in drastic decline in engagement with cosmetics and skincare products. 

To keep pace with the shifting market demand and consumer buying behavior, setting new business model and beauty marketing strategies has become more important than ever.  

While everyone was thinking that virtual stores set limitations and does not replicate the in-store experience and so forth, L’Oréal-owned luxury beauty label Lancôme debuted its first-ever virtual tech-enabled store that is seamlessly integrated with retails. 

IH Digital’s innovative beauty marketing solution  

Inspired by Lancome’s initiatives in adapting to the pandemic, IH Digital has made a breakthrough by rolling out the unprecedented marketing solution – #PhygitalBeautySpace Package for beauty brands to provide consumers an immersive online shopping experience at the comfort of home. 

PhygitalBeautySpace is a brand new digital offering that replicates offline retail experiences by launching massive digital marketing campaigns backed up by offline trial kit. 

To help the beauty brands to penetrate deeper into the Southeast Asia markets, we have integrated our hardcore digital marketing services and complementary offline support to craft a 6-steps marketing solution 

6-steps solution of the #PhygitalBeautySpace Package 

1.Set up Shopify e-commerce website 

Setting up a Shopify e-commerce website would be the first critical step, as all the customers will be directed to the virtual flagship store at the end for purchasing. Shopify is a global e-commerce platform open for all countries with easy store set-up and providing over 100 payment gateway options.  

To lift the chances of product purchase among visitors from across Southeast Asia, the ability to view prices in local currency has become more important, and Shopify plays a role with its convenient currency converter. 

While setting up a store is simply not enough, we will be providing monthly store maintenance. The website is not only a store, it’s also a platform for branding and advertising with its inclusive suite of marketing tools – blog, Google and Facebook Ad and reporting.  

AB’s beauty marketing with Shopify store
E-commerce store on Shopify

2. Create AR Filter for your brand 

Following this towards the creation of Augmented Reality (AR) Filter – a computer-generated effect designed to alter the real-life image your camera displays.  

In the time of pandemic and where e-commerce is the now and the future, we can’t tell how a lipstick colour will appear on our lips, therefore cosmetic brands have to discover new ways to replace color swatching to drive e-commerce sales.  

With touchless AR filters, consumers get to test the effects of wearing the makeup products without product contamination. Consumers can virtually try-on different lipstick colors by swiping through a range of filters on the camera. The digital effects will move in synchronization with the user’s actions, giving them the real-life expectations, this in turn, facilitate their decision-making process.  

Beauty marketing with AR filter to give consumers a virtual cosmetics try-on
AR filter for virtual try-on

3. Trial Kit Delivery to consumer 

The journey continues with its third Trial Kit Delivery step, where a brand provides a physical product experience by sending product samples to potential customer’s doorstep. This is also how a brand can collect the database of potential consumers that can be used for future re-targeting. 

With highly restricted in-store experience, people who work from home might decide to shorten skincare regimes and even completely skip cosmetics. By sending a sample to potential customers, you can remind them that you are always available online, ready to meet any new needs they might have now. 

4. Discover Yourself Quiz

In the fourth step, consumers will be invited to take a Discover Yourself Quiz for the brand to collect data of their skin types and lifestyles, effectively discovering the consumer’s needsthen recommend the suitable products, just like an in-store beauty consultant. 

The design and development of quiz will be hosted on microsite which comprised of a collection of webpages – Home Page, How to Play Page, Quiz Pages, Results Pages, Personal Details Registration Page, T&Cs Pop-up Page. 

Beauty marketing with online quiz to understand consumers’ lifestyle and preference for better product recommendations

5. Social Media Marketing

Social media marketing is an active way to increase your brand visibility in the online community. This is the source for you to reach millions of users worldwide where you can spread the words about your product and build a connection with your target audience. 

There are 3 keys services to ensure the objective of your beauty campaign is achieved on social media – content marketing, query management and reporting.  

This includes activities like generating and updating the social media pages with visual image, videos, and other content tdrive audience engagement. With our in-house expertise in English, Thai and other Southeast Asia languages, we can manage your social account’s query and comment in a timely yet professional manner.

In addition, you will be able to view the performance of your and competitor’s page with our well-structured social media report. 

6. Virtual PR Event

The last step is to conduct a virtual PR event to showcase your company, products or services to the general public through live-streaming either on FB page or YT channel.  

The presenters or product experts are able to share their product knowledge and information on screen and reach up to 5,000 people in one presentation. There will be live interactions to keep the virtual events engaging and alive – Question & Answer session, live chat room and sticky announcement.  

The purpose of the event is to garner brand exposure. Even so, we want the conference to be in positive vibe. We will be providing and delivering the light refreshment right in front of the attendees to get them in good spirits by the time you begin delivering your speeches, presentations, and announcements. 

Beauty marketing with virtual PR event to publicize the products online and to engage with potential consumers

Get ready to give your beauty marketing a makeover? 

IH Digital is an Asia-focused digital marketing agency providing Consultancy, Strategy, Content, Social Media, Media Buy, Web Development, SEM & SEO.

We launched this #PhygitalBeautySpace Package purposely to help the beauty brands to counter the pandemic crisis with the 6-steps beauty marketing solution, at the same time embracing the evolution of beauty marketing towards greater digital play. 

Looking for an innovative beauty marketing solutionContact us today to schedule a quick chat with our marketing expert soon. 

Case StudiesWebsite

Sulwhasoo Case Study: A Quick Walkthrough of the Consumer Redemption Journey

A Quick Walkthrough of a Consumer Redemption Journey [Sulwhasoo Case Study]

Customers love product samples. By providing them with a chance to test your brand, you are increasing their confidence and loyalty to your brand. Furthermore, you can obtain quality customers through product sampling. Why? Customers will only spend time filling up your online form if they are fully interested to try your brand.

Moreover, it’s found to be one of the effective strategies to successfully launch a new product line.

While sampling programs sound promising, it can also be daunting without a good plan. Incorporating online and offline methods together is tough sometimes. And you will need more than just a website to fulfil the entire redemption process.

Thus, it’s important to thoroughly map out your consumer’s redemption journey from online registration to redemption. Take the case of Sulwhasoo Singapore as an example.

Screenshot of Sulwhasoo's microsite for the Concentrated Ginseng Renewing Serum launch

Sulwhasoo Singapore: Discover the Vitality of Ginseng

Back in 2018, the K-beauty brand successfully kicked off its new Concentrated Ginseng Renewing Serum through a series of pocket events.

Sulwhasoo indeed went all out with a mini facial treatment, beauty workshop, exclusive BeauTea Parlour experience, and a limited pre-order set discount. The skincare brand also managed to carry out a sampling campaign with a microsite and a simplified redemption process.

Sulwhasoo's microsite with clear call-to-action buttons
Sulwhasoo’s microsite with clear call-to-action buttons

A Campaign-Specific Microsite to Complement an Offline Activity

To kick off the campaign, a microsite was developed to provide details about the pocket events. It also contained online forms for the workshop, facial treatment, and pre-order registrations.

Workshop Registration

The microsite online form for Sulwhasoo's make-up workshop
The microsite online form for Sulwhasoo’s make-up workshop

Pre-order Form

The microsite pre-order form for the Concentrated Ginseng Renewing Serum
The microsite pre-order form for the Concentrated Ginseng Renewing Serum

Facial Treatment Registration

The microsite registration form for Sulwhasoo's mini facial treatment
The microsite registration form for Sulwhasoo’s mini facial treatment

A Streamlined Consumer Redemption Journey for Sampling Campaigns

Redemption processes don’t have to be complicated. For instance, Sulwhasoo adopted a simplified redemption system with only four steps:

  1. Online registration through the microsite
  2. Email or SMS confirmation with unique QR code
  3. In-store QR code verification
  4. Reward redemption
Consumer redemption journey illustration by IH Digital
Illustration on consumer’s redemption journey by IH Digital | Icons made by Freepik from www.flaticon.com

Additionally, the beauty brand used a rewards app to administer in-store verification.

More Sulwhasoo Digital Marketing Case Studies

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