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Skin Care Digital Strategy

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by

Natalia Sałek

on 19 December 2013

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Transcript of Skin Care Digital Strategy

Skin Care in Digital
„The world of
e-commerce
has long been the
"beast"
that beauty retailers and brands were trying to avoid. But the time has come to
tame
it - and the
stakes are high
for those that miss the opportunity”.

Agenda
Digital Trends 2014
Marketplace Analysis
Recommendations for Skin Care Category
Thank You!
Website & Store
Social Media
Bloggers & Portals
Websites & Online Stores
Best practices
EDUCATI
O
N
EASY NAVIGATI
O
N
APPLICATI
O
N
SPECIAL
O
FFERS
Skin care companies focus on
education
on their brand websites and provide customers with detailed
product information
(technology, ingredients, formats, usage, vidoes with experts’ opinions)

Most successful skin care websites are those that provide
easy navigation
and allow to search through
various relevant criteria
such as skin problem, age, specific needs & preferences

Special skin care applications
„Find Your Customized Skin Care Routine”
are becoming more and more popular among skin care brands, allowing customers to choose products that best fit their needs without face – to – face contact with beauty consultant
Online shops offer more
attractive promotions
than real stores in order to attract new customers and
maximize trial
e.g. spend min. 125 PLN and get mini cream for free

Social Media
Best Practices
BRAND INF
O
RMATION
OTHER C
O
NTENT
OPEN DIAL
O
GUE
S
P
ECIAL TREATMENT
Bloggers & Beauty Portals
Best practices
FASHION BL
O
GGERS
P
O
RTALS
Website & Online Store
To introduce
informational banners
for each brand with short information on technology and key benefits in order to increase brand
awareness
and build
credibility
To complete
product information
(benefits, usage, ingredients, skin type)
To introduce subcategories that will allow customers to search by
specific skin problem
and by
age
To reorganize current categories in order to
facilitate searching process
To design
special application
which allows to search for customized skin care routine (designed by an expert in order to build
credibility
)
To increase
impulse potential
and
maximize trial
(e.g. pop-up windows, banners)
Social Media
To post
frequently
and
relevantly
about brand news (product launches, brand events, special offers)
To be present on
other social media platforms
such as Instagram, Pinterest, YouTube (mood and viral videos, tutorials)
To focus on
visual content
rather than posts stuffed with text (including not only product packshots)
To provide fans with
special treatment
(contests, pre-testing, sampling)
To ensure
direct link
between facebook posts, applications and online store

Bloggers & Beauty Portals
To enter in closer cooperation with not only beauty bloggers but also influential
fashion bloggers
To regularly send skin care products packs to beauty & fashion bloggers
To increase the presence of skin care brands on
wizaz.pl
(articles, banners)

Beauty brands use social platforms to
break news
updates about new product launches, special offers, brand events

Apart from brand news and product information, beauty companies often post about product
non-related content,
that appeals to
community
they want to reach
Most successful facebook fan pages are those that start an
open dialogue
with customers and
respond quickly
to
users’ comments

Beauty brands provide
special treatment
for their facebook fans through special
contests, pre-testing, sampling
Beauty companies now start to collaborate with
fashion bloggers
who also post about their beauty products. The no. of fans of most popular fashion bloggers can reach even
more than 200 k
and is constantly increasing
Wizaz.pl
is undeniably the most popular beauty portal. Drugstores such as
Rossmann
have recognized its importance and they have already started to collaborate. Beauty brands also increase their presence on wizaz.pl through
banners and articles
Projects Overview
Skin Care in Digital
I. Digital Trends 2014
II. Competitive overview
Websites & Online Stores
Social Media
Bloggers & Beauty Portals
III. Recommendations for SC
Skin Care in Digital
114 millions
total views in
one month !
Full transcript