The figures of the sector are dizzying. According to Orbis Research, in 2017 more than 500,000 million euros were moved and it is estimated that it will grow to 800,000 million between 2018 and 2023 with an annual growth rate of 7.14%. These data force brands and retailers in the health and beauty sector to be prepared for the upcoming growth.
Pocket guide to health and beauty marketing 2020
We have created an interactive guide for the health and beauty sector to help you maximize results. Additionally, we offer a number of trends, research, and tips on how to design an efficient health and beauty marketing strategy. Below, we show you the main conclusions of this guide:1. An organized social media strategy
Within health and beauty marketing there is a very important element of copying, imitation and comparison in the choice of any product. For this reason, social networks such as Facebook or Instagram become a priority channel for dissemination. Influencers show the results of the application of any beauty or health product at all hours of the day.There are brands like Glossier that are promoting traffic through the networks. Stunning, hugely follow-up content that strengthens ties with your target audience, split almost equally between Millenials and Gen Z.
In health and beauty marketing, retargeting on social media is one of the keys to success. If there are several billion monthly users of both Facebook and Instagram, the platforms automatically become the appropriate place to try to get engagement with former or potential buyers. Using the correct dynamic retargeting ads you could see an increase in sales of 12% or more.
2. Video powers retargeting
If potential buyers spend a third of their time online consuming all kinds of images and video, it is logical that this same format be used to capture their attention. In fact, Gen Z invests, if we add up the total hours, an entire day a week in watching video.The increase in video advertising exceeds 40% annually and according to Cisco, within two years, more than 80% of internet traffic will be based on video.
Criteo Dynamic Retargeting generates 20-second video ads that include relevant product recommendations with background music, all in real time and on a large scale. The results speak for themselves. Conversions of so-called abandoned carts increase and so does the time buyers spend on your website.
3. The mobile experience must be incredible
More and more people make purchases through their smartphones and, specifically, the use of shopping apps is on the rise. Based on our recent research, we reveal that mobile transactions (web mobile + app) account for 65% of all transactions. In addition, it can be seen that there has been a 30% year-on-year increase in in-app transactions worldwide.For the mobile consumer experience to be positive, the design and correct display of images must be optimal, simple and effective. The more complicated the design, the more cart abandonments. For this, the Criteo App Retargeting tool allows you to advertise your beauty apps among the most common apps, making it easier for buyers to complete their purchases.
4. Personalized content through data
The data is totally relevant. When your customers are looking for products online, through their smartphones, you must activate as much data as possible to offer them the most relevant content. The giants of the sector such as L´Oréal, Biotherm or Garnier are clear examples of success.Criteo Shopper Graph allows you to access three groups of data that allow you to obtain a more complete image of the purchase process, which helps to reach your health and beauty clients based on factors such as browsing data or purchase history.
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