The beauty of marketing with your consumers

Using celebrities to endorse products is a tried and tested marketing practice in the beauty sector, but many beauty brands have yet to discover the marketing potential of collaborating with people like you and me – their consumers.

The health and beauty market relies heavily on word-of-mouth influence – who hasn’t bought a new beauty product based on a friend’s recommendation? Little beauty tips and tricks are commonly discussed amongst peers, no matter what age or gender. You probably know who’s battling frizzy hair or acne-prone skin, and perhaps your friends come to you for tips on styling products or where to find the best skincare.

While celebrity endorsement is a long established marketing tactic in the beauty sector (we’ve all seen Cheryl Cole push for Elnett hairspray and Charlize Theron indulge herself in Dior fragrances), many brands have yet to discover the marketing power of collaborating with people like you and me – their own consumers. Using a celebrity as an influencer is just another version of a traditional ad – it’s paid reach. But a word-of-mouth recommendation from one friend to another is the most effective advertising a brand can get, and that is something money can’t buy.

Influence can be bought and manufactured, but real brand advocacy cannot. To achieve advocacy you need to build a meaningful, two-way relationship with your consumers. By engaging with them in a branded community, and giving them exclusive access to behind-the-scenes insight, product samples to share with their friends or an early peak at a new product, you can start nurturing a force of enthusiastic co-marketers. Feeling involved with your brand will encourage them to talk to their friends about you, and this is the most effective way to drive trial and boost sales. As much as 50% of all purchase decisions are influenced by word of mouth, according to Lithium; and WOMMA research shows that an offline word-of-mouth recommendation drives at least 5 times more (and up to 100 times more) sales than a paid ad impression.

The most exciting thing is that people are happy to get involved. If the product and the means of communication is right, people will happily engage with brands. And the results can be remarkable, as shown in this case for Yves Rocher.

19% sales uplift for Yves Rocher

Worldwide cosmetics and beauty brand Yves Rocher wanted to drive awareness of their anti-aging line Elixir 7.9, generate trial in their target group and increase footfall into selected Yves Rocher stores. With the help of trnd the power of their existing consumers could be unlocked and applied to achieve the objectives.

Co-marketers driving footfall

1,500 consumers that perfectly fit Yves Rocher's target group and had great word-of-mouth potential were educated to become Yves Rocher co-marketers. Equipped with samples and exciting insider information their mission was to promote and try out the new anti-aging line Elixir 7.9 with their friends, family and colleagues, and ecourage them to visit Yves Rocher stores.

Snapshots of Yves Rocher co-marketers

More customers, more sales

Thanks to the trnd campaign, footfall into the selected Yves Rocher stores increased by approximately 13%. The additional store visits induced a 6% sales uplift on store level and 19% uplift for the Elixir 7.9 products.

Download the Yves Rocher case study

Read more:

Why beauty brands are rethinking marketing - Rebekah Mackay Miller, MD of trnd UK

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