How does Content Relate to Commerce? Insight from Marie-Claire
Skin Match Technology attended the BW Confidential Beauty Tech Live webinar week which delivered many key takeaways for brands to rethink and redefine their businesses. As we all know, content and e-commerce are beginning to merge and go hand in hand as crucial elements for a successful brand. Skin Match Technology is always at the forefront of beauty tech hence we attended the “From Content to Commerce” webinar hosted by BW Confidential, where the Marie Claire group; Amalric Poncet director, Lisa Oxenham beauty and style director, and Emily Ferguson director of e-commerce, dissected the intricacies and importance of content and commerce for beauty brands and how Beauty Technology is emerging.
Key takeaways:
Admittedly, the pandemic has forced even Marie Claire to rethink the brand’s strategy on how they will deliver the best to their consumers. Since they have partnered with many beauty brands they still had to ensure that their brands would receive the audience and traffic they would post-pandemic. The methods used by Marie Claire are adaptable and important for all brands to take into account.
Create interactive content; host beauty lives, workshops, and even masterclasses.
Provide consumers with guides, use AI to ensure consumers still receive services. This is why our Beauty Technology solutions such as the shade finder, skincare routine finder, and ingredient explainer are important to ensure smooth customer service throughout any situation your brand faces.
Brands must expand on all social media platforms to reach their audience
Introduce e-shopping to drive traffic.
It is challenging to stay at the top of the content game in a world where everything is digital and new ways to create content are becoming scarce.
Tips to make your content stand out from other beauty brands:
Invest in the technology and team to be able to do virtual shoots. By expanding your team globally your brand can be anywhere, anytime, even during a pandemic. Marie Claire was able to still shoot content all over the world to provide their audience with refreshing content while being stuck at home. In the long run, virtual shoots are more sustainable and something to keep with your brand even post-pandemic.
Create editorial content; beauty and cosmetic items are things we take with us all the time, its essential items and products we use to make ourselves feel beautiful, so why create rigid content in an industry with products that are so flexible. The editorial content on topics that are of great interest not just basic, helps your brand stand out.
Beauty Technology in e-commerce is becoming increasingly important. This is how to ensure your beauty brand is being built on strong content and commerce foundation:
Push products on all platforms even Pinterest.
Create a solid brand identity that is prevalent in everything the brand does.
Although SEO and Google are very important, build a strong presence on other platforms and social media too.
Establish your brand as more than its products; one of the key points from Emily Ferguson, e-commerce director at Marie Claire, is that Marie Claire expanded rapidly because they started to become more than media; they dipped their expertise in production, e-commerce, etc. Now we’re not saying if you’re a skincare brand start selling shoes, but provide your customers with more information on relevant topics and trends in beauty and how it relates to your brand. Leverage the ever-changing world we’re in and relate it to your brand. Become an all-around cosmetic care hub.
A trend in china which beauty brands use is that they even utilize WhatsApp and WeChat as platforms to promote their brand. A great example of how to create content for all platforms. Think about how many of your family members are not on social media, there’s a market that you may not be reaching.
In conclusion, it’s so important to evolve with your consumer to prevent your brand from remaining stagnant, to increase your brand’s diversity, and to promote growth for your brand. Our Beauty Technology solutions will help ensure that your brand is on top of all Beauty Technology developments.
