The Beauty App: The Rise & Benefits

It’s evident that the rise in technology has altered the way in which we interact with beauty brands. Just only ten years ago it was a case of simply entering a store, buying a product from a brand and then hoping that it was ‘for you’. But now, courtesy of the boom in social interaction between brands and consumers via smart devices, we’re able to contemplate, query and research well before purchasing goods.

The statistics on the UK beauty industry speak volumes. Market research specialists Racounteur state that beauty retail sales grew by a billion pounds from 2008 through to 2013, which contributed to the overall £8.9 billion spent during the latter. Some have even gone as far to say that the beauty industry is “recession-proof”.

One can only assume that the above statistic has been achieved by the sheer expansion of beauty companies, who have been provided with new digital marketing platforms to reach more people than ever before. The Beauty app is a prime example of the industry’s attempts to broaden their audience, with the likes of firmly established brands L’Oreal, John Frieda, Veet, as well as a growing number of local businesses, getting on board the app craze.

It goes without saying that generating a profitable ROI is the key focus for beauty companies (like any business), and there are a number of app features that can be utilized to achieve this.

Product Testing

L’Oréal Paris introduced its virtual makeup application tester ‘Makeup Genius’ app last year, and has since started a mobile trend. Its functionality allows users to upload a ‘selfie’ image on to a mobile device and test out various types of makeup in real-time. The benefit of providing your users with this (via a free download worth noting) is that not only will they sample a range of your products, it’s also a fun gimmick which has the power to get people talking and sharing.

Take a look at the L’Oréal Paris Makeup Genius app here – http://bit.ly/1r6HFPy

It appears that the time of consumers basing their purchase decisions on physically engaging with a product are rapidly disappearing into the past…

Location Extension

A benefit that beauty companies have are that they aren’t restricted purely to the online sphere. If you run a beauty salon who also sell products online you can use the app as a tool to visit your store and in turn spend more on additional services. By including a contact telephone number, email address or a ‘get in touch’ form you’ll be maximising your chances of a client dropping by for a personable experience.

Push Notifications/Re-Marketing

Implementing push notifications can act as an effective method of re-attracting your app users via special offers/promotions. You can also tailor the timing of your push message to coincide with the location of your user, meaning that once again you’ll maximise your chance of generating a sale.

Advertising

There are now more and simpler advertising platforms available than ever to pretty much every technology user. By the term ‘simpler’ we mean that digital advertisements today have significantly shrunk the time and effort needed for a potential consumer to acknowledge and purchase a product. A user scrolling through their timeline will now be presented with a small advert consisting of two lines of text, an image and a download prompt. Making it simpler for a user to engage with a brand (in this case a beauty brand) simply with the touch of a button.

Social media channels continue to be invaluable for brands during the current rise in mobile advertising, with Facebook (and its subsidiary companies) being the latest to announce their official figures. According to CNN Money mobile advertising revenue made up 73% of Facebook’s total advertising revenue during the first three months of 2015, up from 69% at the end of 2014.

Looking forward to the foreseeable future mobile advertising is projected to go from strength to strength. Zenith Optimedia (via Reuters) has predicted 2017 will bear witness to the internet becoming the biggest advertising medium in a third of the globe, with mobile contributing to 70 per cent of all global ad spend.