Recently, the beauty and skincare industry has been soaring to new heights — and it’s not just trends or viral Instagram posts here and there; the demand for beauty in the United States alone reached an all-time high with a whopping $62 billion in sales and employing over 63,800 people.
For years, the industry has been dominated by a handful of large international corporations that compete in one of today’s most profitable markets in the world, such as L’Oreal, Estee Lauder and Avon. But lately, digital content marketing and business copywriting has allowed companies of all sizes to start getting recognized in their own right.
What’s going on? It’s all about marketing + branding. Here are some of the best examples of digital marketing and beauty copywriting from your favorite brands:
You would think being such a young and innovative brand that Glossier would need to invest millions on traditional advertising + marketing to be thriving the way they are now. The brand, even with its limited product selection, has generated incredible engagement and brand loyalty. Beginning as a simple blog, Into the Gloss, created by the founder Emily Weissman, it has allowed itself to grow without leaving its “content first” and copywriting approach. Similar to Fenty, their content and engagement manifests itself on social media.
Fenty Beauty, owned by Rihanna, launched in 2017 with an ambitious and completely digital campaign. How did that work? Well, their focus was largely on Instagram interaction and influencer generated content.
Its most iconic line was the “beauty for all” foundation range, with 40 different shades to pick from. In a politically charged 2017, creating an inclusive, diverse and body positive environment for users to engage and discuss Fenty Beauty’s products was not only a smart move, it was their ticket for success. Their bold strategy earned them 7.8 million followers and an active community that discusses and promotes their brand om a daily basis, so it was a gigantic win overall.
Starting in 2016, a trend blow emerged and steadily continued to bring in new customers — brows. Despite being only one step of the entire makeup routine, the attention that brows have maintained over the years speaks volumes of customer’s priorities. Benefit saw this and took advantage, which resulted in owning 50% of the $20 million brow industry, according to NPD. It doesn't end there — with over 13 brow-related products from Benefit being launched, things are just getting started.
This was done with smart marketing strategies — one of them being the famous “Browmobile” campaign. A cute, signature pink truck filled with every beauty blogger’s dreams — tons of product. The Browmobile was an online contest where just a lucky few would get to visit and enjoy a pampering session, complete with professional brow tutorial, skin treatments and goodies bags filled with Benefit products.
The result was an absolute success, with reports saying that over 61,000 people applied, not counting all the buzz and engagement that came out of the marketing activity on social media. A fun and innovative way to market and grow!