Beauty Marketing is Going Social ... But Isn't Replacing Traditional Forms of Marketing

Posted: January 25, 2012

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"Consumers now have the ability to do extensive real-time evaluations on products and prices before they purchase," notes Donna Barson, Senior Associate at Kline's Consumer Products practice. "The growing ubiquity of new, on-the-go technologies such as smartphones and tablets are also creating a better informed and more accessible consumer. The landscape for marketing beauty products has changed dramatically over the last several years with brands moving from traditional advertising as promotional vehicles, to also include social marketing, mobile marketing, enhanced loyalty programs, new sampling methods, and more. However, there is no cookie-cutter approach to all, and brands are experimenting with what approaches work best with their business model, their consumer base, and the image they want to project."

Given the crowded and increasingly competitive nature of the beauty business, having the proper marketing mix is crucial to maximize returns on ever limited budgets. The ability to successfully accomplish this has never been afforded so many tools.