For many cosmetic buyers and brands, trade shows are a key part of marketing strategy. CosmoProf, in-cosmetics global and more are invaluable opportunities for customers, partners and brands to meet personally, scope for the latest industry trends and make and close deals.
Most trade shows and industry get-togethers have been postponed until the second half of the year or beyond during the COVID-19 crisis. But keeping up contacts, developing marketing initiatives and educating customers about new beauty launches shouldn’t be on hiatus for the duration.
Many makeup, skincare and fragrance products and ingredients are unveiled in the Northern Hemisphere spring because it’s the beginning of the summer season in the major regional markets of North America, Western Europe, China and Japan. Online meetings through Zoom have become popular with brands, suppliers and customers worldwide to stay connected.
Media consumption is predicted to rise by 60 per cent during the COVID-19 pandemic, says Nielsen, so there’s never been a better time to attract eyeballs as consumers are confined to their homes. Tailored content which reflects what is going on in the world through a blog, social content or a new column is another way to increase brand engagement.
Readership of magazines, newspapers and websites is soaring in Australia. An effective PR strategy should be top-of-mind to showcase a brand’s core launches, story and expertise. Especially if its products centre on rising demand sectors such as health and beauty supplements, hand creams, clean, natural and organic beauty.
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YouTube beauty tutorials and influencers are also enjoying increased traffic. Many brands and retailers are reporting a rise in influencer-driven makeup and skincare sales.
Consumers worldwide are hosting virtual events from dinner parties to pub crawls and fitness classes. L’Oréal Australia organised a livestreamed panel discussion on the latest launches from its CeraVe brand last week.
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Webinars can also be used to keep up education and support during these difficult times to pharmacy assistants, buyers and consumers.
But events and information don’t have to be livestreamed or be an hour long. Short videos are a great way to engage consumers, which is why TikTok, the video-sharing social networking service, has become so popular with major beauty brands. Over 1.6 million Australians are regular TikTok fans, reports Roy Morgan Research.