It’s no secret that certain companies in the beauty industry have a cult following. Brands like Fenty Beauty, Glossier and Anastasia Beverly Hills sell out within minutes on many of their most-loved products. And they get plenty of free press from their customers who rave about their products online. But how do they create this loyal fanbase? Outside of stellar products, there are some particular moves they have made to connect with consumers in a real way that help take their brand to the next level. And if you love the latest and greatest in makeup, you’ve likely already heard of some of these innovating brands.
When you watch an ad for a new makeup product, it’s normal to assume the ad has been highly edited. But then the question remains, how well does their product actually work? This is the issue NARS took on headfirst, opting for real, unretouched people using their products in their ads rather than highly stylized models. And the results were astounding. NARS is worth over $7 million net, and part of this revenue comes from their ability to listen to consumers. People like seeing themselves in ads, it increases trust and leads to a deeper connection to the brand. By following these needs, NARS was able to boost sales and create loyal customers that would keep coming back for more.
Fenty Beauty is another note-worthy brand in the space. While often thought to have gain its popularity from it’s founder, Rhianna, Fenty Beauty actually made a lot of great marketing moves that their consumers loved. In their first launch, they released 40 different foundation shades to match all types of skin tones, and they made over $100 million within the first few weeks. They were rewarded for doing something that not many other companies were – taking into account the diversity of skin tones of women across America. Because of this, they were able to tap into a new market that many of their competitors simply couldn’t reach.
Fenty also use social media like their customers would, making sure that everything wasn’t highly edited and interacting with their followers on a personal level. They post meme’s, videos of Rhianna explaining new products, and many other things you’d expect to see from a much smaller account. In this way, they are able to become “real” in the eyes of consumers which makes them love the brand just as much as they love the products. This helps extend the life of the brand outside of their site and into the daily habits of their customers, and they watch their instagram stories and like their posts every single day.
While NARS and Fenty are relatively new lines, older companies like L’Oreal have had to think outside the box in order to stay relevant. L’Oreal was the first to launch an app that allows their customers to try on their products virtually, meaning they can feel confident that their new lipstick or foundation purchase is the perfect color for them in just about every lighting possible. Their app also garnered them a lot of attention, both in the press and through word of mouth. Even people who hadn’t bought from L’Oreal in years wanted to try out the new technology, leading to more exposure and more potential customers.
Another way to connect with consumers is shown by MAC, as they vocalize the lengths they went to to make sure their employees were knowledgeable in the field and reward for all their hard work. To become a MAC makeup artist, there are a variety of tests you need to ace, meaning that customers can feel good about walking into a MAC store and getting something that truly works for them. By putting such a big focus on their employees, MAC was able to solidify their expertise in the industry and draw in both beauty novices and experts alike.
To learn more about how the top companies in the field have connected with consumers through ideas like recognizable packaging and engaging with micro influencers, you can check out the infographic below to. Or, head on over to FragranceX’s full post on game changers in the beauty industry. Let us know in the comments down below which company you love and why – and keep an eye out for these companies changing how beauty is interpreted around the world!