When it comes to marketing, trends and insights are key; marketing in the beauty industry is no different. Within beauty, there seem to be ‘hot products’ that go viral as a result of the ever-growing influence of TikTok and the rise of technology such as AI being integrated into marketing. The team at Spotlight Recruitment have identified the top 5 upcoming trends within beauty marketing to look out for.
With over 1 billion active users, many of which are Gen-Z, there’s no surprise that TikTok has become the fastest-growing social media platform as well as an overwhelmingly massive influence in popular culture and trends. From music in the charts to trending products within fashion and retail, TikTok is a key tool for beauty marketing that is only set to grow.
Public Relations (PR)
PR is arguably one of the most important aspects of marketing within the beauty industry. The use of influencers, press releases and media coverage allows brands to reach a wide range of audiences. PR initiatives such as influencer marketing involves the recommendation of products by more relatable figures with their own followers which expands reach, emotionally engages audiences, and creates a more authentic perception of the brand.
Fake Out Of Home
In recent times, there has been an increase in the use of Fake Out of Home (OOH) and experiential marketing within the beauty sector. A strong example of this is Maybelline’s recent campaign for the Lash Sensational Sky High mascara which involved adverts of a London tube train with huge rubber lashes and a large 3D mascara wand on the side of a London building. However, these were not real OOH stunts, but a video posted by Maybelline. Regardless, the campaign caught a lot of attention across social media. It’s likely that augmented reality or ‘AR’ will be utilised increasingly within beauty marketing and the industry as a whole.
Artificial intelligence (AI) has become increasingly present within marketing, especially with the introduction of ChatGPT, developed by OpenAI. One benefit of integrating AI with marketing is that it can be used to prove the customer experience. Within the beauty sector specifically, this can involve analysing customer data such as skin type, skin tone and previous purchases to make recommendations for customers, which in turn creates a more personalised user experience.
The beauty industry has seen an increased demand for more sustainable beauty products, such as washable makeup removing pads as an alternative to cotton pads or face wipes. There will be more consumers looking out for recyclable packaging and cruelty-free or vegan certifications, so this is something to consider for beauty marketing of the future.
Overall, the world of beauty marketing is ever-changing and an exciting industry to work in. Within marketing, it is of paramount importance to keep up to date on emerging trends regardless of the sector. Whether you’re looking for a new role within the beauty sector, or you’re looking to hire marketing, digital, communications or design expertise in beauty, Spotlight Recruitment would love to support your search, so please get in touch today!
Spotlight Recruitment have been hiring standout marketing, digital, design and communications candidates for clients in all sectors since 2008. Read our 5* Google reviews from candidates and clients to find out more how we work. If you would like to discuss hiring plans, new roles or need market-relevant insight, you can reach us on 020 3008 4254 or get in touch at firstname.lastname@example.org.