You might be ahead of the game when it comes to ‘Wolf Cuts’, ‘Slugging’, or ‘Peptide-powered products’, so you shouldn’t fall short when it comes to communicating your expertise to today’s consumer
The British Beauty Council and Spring have compiled 2023’s beauty communication trends
The technology and tactics that characterise beauty communication are constantly changing – it’s gone from Instagram influencers to ‘TikTok made me buy it’ in a matter of years.
Each of these developments requires an adept awareness of not only how new infrastructure works but also how they feed into the wider beauty eco-system. Here are three ways brands should be thinking about beauty communications this year:
Demonstrate your worth
‘While the beauty category is set to remain resilient in the face of the cost-of-living crisis, expect cost-conscious consumers to be more savvy and demanding than ever before,’ begins Sally-Anne Limb, Head of Insights at Spring, a 360 creative agency.
However, it’s time for brands to think about value differently. ‘Don’t default to discounting, instead prove that you provide benefits to the consumer. This can be via prioritising transparency around product efficacy, supporting smart purchasing decisions, and providing services that add genuine value.’
Nurture connection and community
Consumers are set to reframe social media in 2023. Instead of using their favourite platforms as a broadcasting tool, users will increasingly harness them for two, three, or four way communications and community building.
Limb says: ‘The shift from social media to social networks reflects a growing consumer need for spaces to connect via shared passions and values. The next generation of beauty consumers want to not only participate in these beauty communities, but play a role in shaping the future of their favourite brands.’
Investment in digital communications have been exponential within the walls of leading beauty conglomerates for the last decade. McKinsey & Co reports: ‘Since 2010, L’Oréal has hired 1,600 digital experts and added a digital officer to the C-suite.’ As a result, the brand has been ranked 2nd in Gartner’s Genius Digital IQ Index 2022.
‘Innovative beauty players should also take note of popular pre-Metaverse gamescapes such as Roblox & Minecraft and emerging channels such as Discord & Telegram to identify & experiment with new spaces where they can satisfy consumers’ desire for connection and collaboration,’ Limb continues, who has had experience working with a range of beauty brands, including REN Clean Skincare, Lisa Eldridge, and Marks & Spencer Beauty.
Celebrate the sensoriality of beauty
‘Beauty is a sensorially-rich category that lends itself to immersive experiences and emotionally evocative narratives. Post-pandemic, consumer expectations of the in-store shopping experience are higher than ever before.
Smart brands & retailers are leaning into the hyper-physicality of in-store beauty discovery by providing bespoke services, locally-relevant cultural programming & immersive brand storytelling,’ explains Limb.
This proves that the omnichannel experience is just as important in-real-life, and this can be optimised by AR try-on experiences, virtual makeover facilities, and online shopping hubs in-store.
To close, Sally-Anne Limb points you towards YSL’s Scent Station technology which uses ‘consumers’ neurological responses to determine fragrance preferences is a great example of what 2023 may hold.’ It has been created in collaboration with Emotiv, a bio-informatics and technology company that specialises brain data measuring hardware.
Spring is an innovative 360 agency creating communications for fashion, beauty, lifestyle and luxury brands. Via an integrated approach it works to elevates brands and offer relevance to consumers globally. To find out more about key trends, email Spring.
