31 May 2018
When launching a new product, brands want to reach the hands of eager consumers, but quite often news of a launch can get lost in the noise online.
As the beauty industry grows, so does the potential for sales, but also the competition. However, there are steps brands can take to make sure that their flashy new product reaches everyone it can. We’ve broken down 5 approaches that mean a product launch is sure to be noticed.
Fun and Entertaining
Quite often, beauty brands target a young audience. Because of this they push the message of having fun. It’s all about socialising, going out, enjoying yourself and obviously looking great whilst you do it.
If a brand can inject a bit of that personality into their marketing in an original way, it not only stands out, but reinforces that message within their audience.
Eyelash brand Eylure focuses on being extroverted, going out and having fun. We created a game for them that highlights this. It gave people a challenge and was, obviously, fun. The mechanic of it also focused on a familiar environment, a nightclub, and brought the product benefit to life: blending the lashes. So not only did they create something fun but tailored it to their brand message.
Doing something unique and fun breaks through the noise. Not every beauty brand uses a game to release a new product.
A campaign like this that appeals to the fun-loving side of audience, is much more likely to generate appeal. Consumers trust something enjoyable because they don’t see it as the usual marketing drivel they have to scroll past. Knowing an audience is important and it’s safe to say that everyone enjoys having fun.
This is perhaps the most obvious option and one nearly every beauty brand tries, but it’s worth going over why and how to make influencers work.
Influencers create brand content that will really resonate with a target audience, meaning it’s much more likely to be engaged with. They know their audience and what they like, so influencers can also pick the type of content works.
There are options as well. It’s not just an Instagram post they’re offering. Giveaways, videos, pictures and blog post are just some of the way these creatives reach their audience and a brand can pick and choose what they want.
But what makes it reach further? Influencers connect better with an audience than a brand can. They’re real people. 84% of consumers will buy something after reading about it in a blog or seeing it in a video etc. They trust the opinions of influencers.
Influencers also have varied audiences. A lot of younger generations who are hidden from the majority of ads will be exposed to brands through influencers. And those who wouldn’t necessarily follow the hype around a product launch can get involved because someone they like and follows is.
Channel used this to their advantage particularly well when they launched their new Channel No. 5 perfume. They took people from model and celebrity Lilly Rose Depp to cello prodigy Nana Ouyang to their production facility in Grasse.
Channel know that their audience spans a wide demographic but used this to their advantage when choosing influencers. It doesn’t have to be a famous beauty blogger. It can be whoever a brand wants to reach. Picking an influencer opens up reach to people that brands might otherwise miss.
Do something unusual
This idea speaks for itself, but it’s still worth discussing. Consumers are bombarded with brand messages on a daily basis. Particularly in the world of beauty where everyone is competing for space. Doing something out of the ordinary is a great way to break through the noise.
Molton Brown are quite a traditional luxury brand. They have bold products, but aren’t necessarily bold in marketing, so we helped them to embrace being different. We used optical illusions to create a design for their Vetiver and Grapefruit launch and placed them in the floor of shops around the UK. This meant it literally stopped people in their tracks when they saw it and would encourage them to take a picture.
We chose a live, experiential campaign, but this idea can work across any platform. Ideas that are bold, creative and different end up standing out. They still need relevance to the brand of course. Moving out of the box just for the sake of it won’t help interaction if it doesn’t make sense with the brand. But an original and unique idea, that reflects the core message of the brand is sure to turn some heads and get people talking.
Sometimes reaching consumers in person is the way to go.
Experiential campaigns may capture the attention of a smaller group of people, which puts some brands off, but social media plays a crucial part in engaging those who couldn’t attend.
Live campaigns have a powerful impact to those that are physically there as they can talk, feel, ask questions and anything else they want to do with the product. However, just handing out samples at a train station isn’t going to do this. It needs to be relevant to the brand and inviting, so interested consumers will properly interact. Then those who view it on social media will also see what a positive and rewarding experience it is engaging with said brand.
Benefit did this well with their new mascara launch. It was the first one in 3 years, so it had to be special. They had pink astronauts wandering around London and then landed a huge silver spaceship to bring BADgal BANG! mascara to Earth. It worked particularly well because they got all the influencers and press invited to live stream the launch, so everyone anticipating it at home could see the reveal at the same time.
This kept a sense of community with Benefit customers and meant they could have an engaging experiential campaign without leaving anyone out. That’s an essential part to experiential campaigns.
A lot of product launches could be accused of creating hype about a product and then disappearing into thin air. But is it possible for brands to create a campaign that actually has staying power?
For Burt’s Bees we set up a digital hub so people could learn about their new range, benefits of the lipsticks, why they’re different and to find their colour etc. It also allowed people to interact more fully, with UGCs and vouchers. It spanned 6 months, so we made sure to keep the content fresh, switching up what people saw every few weeks.
But this longer campaign kept people engaged with the cosmetics for more than one glance when it was first revealed.
A lot of consumers, especially younger ones, are always after new things. It’s what attracts them to product launches. But when the next thing comes along they’re no longer interested. It’s important that a launch campaign doesn’t just spike and then fizzle out. Consumers should continue to believe that this new product is right for them and their needs.
Brands should also continue to introduce consumers to their new product. Not everyone will see it in those first two weeks of buzz. A campaign that spans a longer period of time will give them more time to discover it. Brands can keep referring back to it as well, so new and interested consumers can experience the buzz and interact.
A longer campaign draws out engagement. A good buzz at launch is worth having, but it’s beneficial to sales if a brand continues to keep information about the new products available and interesting.
So there are many techniques at the fingertips of beauty brands which can take their campaigns to the maximum reach. With more obvious ones like influencers to stepping out the comfort zone and doing something unusual. Brands can pick and choose one or two, or even all of them to get the full potential of a product launch.