(Updated on April 1st, 2022)
Looking to expand your beauty brand’s eCommerce reach and success? There are many beauty and skincare companies today that are increasing conversion, driving sales, and expanding their digital engagement through innovative technologies.
Read on to discover ways that your brand can harness the power of beauty tech to build a strong direct to consumer marketing strategy.
What is Direct to Consumer Marketing and How to Benefit the Beauty Industry?
Direct to consumer marketing means that brands skip traditional distribution channels and sell their products directly to customers.
Different from Business to Business (B2B) & Business to Consumer(B2C) marketing concepts, direct to consumer marketing is focusing on consumers. Brands collect different user data in various channels, such as user age, user gender and user preferences to understand user needs, and then find their target customer accordingly.
Moreover, direct to consumer marketing also includes consumer experience optimization. The key to providing prestigious consumer shopping experiences in the beauty industry is personalized service and product recommendations.
1. Benefiting Direct to Consumer Marketing with Personalized Experiences
Online shopping has become one of the easiest and most popular ways to shop for products. However, the ability to try on and sample beauty products before buying is an essential aspect of the beauty shopping experience. In addition to testing shades before buying, beauty consumers want to access product advice and recommendations from experts in order to feel confident about their purchasing decisions.
Compatibility of Omni Channels
With virtual try-on technology, beauty customers can try on dozens of makeup shades digitally in a matter of seconds, directly from a brand’s website, mobile app, or social media content. They can experiment with many different products and find the shade that works best for their individual beauty needs. With this technology, consumers no longer feel like they’re missing out on a key piece of the puzzle when they are browsing for beauty products online.
This technology is allowing beauty and skincare brands to reimagine the in-store product testing experience, with the help of virtual try on technology, the direct to customer marketing can be realized virtually and easily. Technologies such as Perfect Corp.’s Beauty Advisor 1-on-1 allow brands to take digital engagement a step further in providing real-time online beauty consultations. With this technology, customers can call a brand beauty advisor, chat about product recommendations, and even virtually try-on products.
AR and AI-powered virtual try-on technologies are able to transform the direct to consumer marketing strategy for beauty brands by providing personalized shopping experiences. These technologies are quickly becoming essential to create personalized, engaging and impactful shopping experiences online.
2. Creating Shoppertainment for Direct to Consumer Marketing Strategies
The concept of “spectacular retail” and “shoppertainment” has changed the way consumers view beauty shopping today. In the era of shoppertainment, consumers want to discover great beauty products, but they also want to be entertained during the shopping experience.
With consumers looking to brands to provide fun experiences, brands need to adopt technologies that will enable exciting and personalized shopping. Virtual try-on adds an element of excitement to traditional online and in-store shopping. With this technology, customers can interact with countless makeup shades and see products come to life with AR and AI. These technologies are one of the most effective tools for entertaining and delighting consumers, which is very important when it comes to direct to consumer marketing.
With many brands experiencing increased customer and website engagement after adding these technologies to their shopping journeys, it is proved that virtual try on technology is benefiting brands' direct to consumer marketing.
As the world emerges from the pandemic, consumers will continue to shift to digital channels for beauty product advice and shopping. Virtual try-on technology provides the ultimate tool to inspire consumers and help them find the perfect product when shopping online.
As consumers become more conscious of health and hygiene, these technologies also provide contactless and safe ways to discover products and try-on different makeup shades. D2C beauty brands that want to effectively connect with consumers in the post-Covid world can consider adopting virtual try-on technology to help make meaningful connections with customers as the beauty retail space evolves. To learn more about beauty tech and its role in a powerful D2C strategy, watch Perfect Corp.’s Beauty Tech Master Series Webinar: The eCommerce X Factor. Click here to watch
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