Online is turning the beauty market inside out, transforming beauty dialogues which previously were tightly
controlled by the industry.
Ongoing Beauty Conversations and Digital Advertising / Sales
Consumers migrate online for beauty information and purchases.
Dialogue is now needed online
The beauty dialogues which drive sales are analysed in our
The online presents a major challenge for all beauty brands and
companies. It is a disruptive force because it is transforming how
people are influenced
about, and obtain information on,
beauty products and brands. In addition, the arrival of the
online channel coincides with the rise of emerging markets and changes in consumer segments.
Despite all the new technologies, it is dialogue
which is the
key to selling premium and new beauty. Dialogue engages with consumers,
builds trust and allows for buyers' concerns to be assuaged.
In particular, new and innovative products require specific
and appropriate dialogue to become established while sales of
premium brands are always engagement intensive.
But this new channel can tap into and benefit from a
wealth of dialogue expertise which is available.
Beauty professionals have wide experience in encouraging and
persuading people to buy the new and unfamiliar. The dialogues
which they use are constantly developing and changing in the light of
product innovation and consumer expectations. At customer contact point,
beauty experts have had to re-work and re-shape
dialogues for a wide
range of new products, protocols and procedures (for example, Botox, fillers, pharmas, cosmeceuticals, etc)
Beauty dialogues must now be brought to new platforms.
The online (display and social media) is fast becoming
consumers' first point of contact with brands and
, an issue of acute concern for beauty, needs
to be built on these new platforms.
The ongoing conversations and the emotional connections
which sell products
are fully explained
in our Digital Beauty
reports. Contact for details