I was invited to attend Cosmoprof Worldwide Bologna 2019 in Bologna Italy. This leading trade show brings together all areas of the beauty industry where innovative products and trends are showcased.
Over five days, European and international brands were competing to present their latest products and international speakers were sharing their experience and latest trends in CosmoTalks. Below are 10 of the most important trends you need to watch in 2019 that are shaping the beauty industry. I have also discovered some very cool brands, here are my 6 favorite skincare brands at Cosmoprof 2019.
1. Makeup for men is the next big beauty trend
Cosmetics companies are now offering cosmetics tailored for men. This new segment is currently booming, especially that men are attracted to products that are specifically designed for them.
Boy by CHANEL
2. Campaigns that have micro-influencers are 6 times more efficient than campaigns with mega-influencers
Micro-influencers (10k-50k followers) target a niche market whereas Mega-influencers (1M>) have large followership and target the mass. Even in the case of luxury brands, the results remain the same. The niche followers communities are more likely to purchase the products promoted by Micro-influencers because they relate to them and they are more likely to share the same lifestyle. All brands have limited marketing budgets and are looking for more efficient results.
Chiara Ferragni Wedding
3. Digital marketing is now represented by the relationship: Person to Person
Customers want to know that behind the brand there is a person, not just a brand image. That is why online users want to have personal communication with a person that they can relate to and communicate with. They also want to know more about the story of the brand, the person who established it, the challenges, how to use the brand on a daily basis, among others. Which brings us back to point 2, where Micro-influencers can be of help.
4.User-generated content is what clients want to see
Why? Simply because it is real and it is not staged. Have you ever noticed that when you repost content published by fans, it has a higher level of engagement? If not, give it a try. Potential customers are sure they will get what is in the image when the content is real. This is happening because many customers were fooled before, and they need to make sure they get what they see. User-generated content became one of these trends that many marketers are doing their best to use it.
My friend Rania has a women clothing shop, she is selling her items online. She can confirm this! Customers online ask her to wear the items so they can visualize it. And every item she wears and publishes online has higher chances to be sold or is immediately sold compared to items worn by models. Keep in mind, it doesn’t have to be perfect, it has to be real.
5. Reordering products already purchased is going to be much easier
Brands are now putting a code on the product package to facilitate the process of reordering the same product. Simply, clients will scan the code and reorder the same product with the same specifications without having to go through the online purchasing process again. Brands are also offering their clients debit accounts which will allow them to order products without using their credit cards. Brands are now simplifying the purchasing process to give the customers easier and faster access to their products.
Amazon Dash
6. Live tutorials are guaranteed to get a crowd around your booth
What is even better is that you will be featuring in hundreds of social media accounts without even asking for it. So make sure to communicate well your social media handles and hashtags on your booth’s branding. Brands that are featuring live tutorials showcasing their products attract a large curious crowd who will be watching the tutorial. The crowd wants to know more about the uniqueness of each product, how to use them, the results and why they should be selecting this product among so many others on display in other booths. A real live demonstration is a magnificent marketing technique that will attract visitors. People want to know more about the best practices from famous practitioners, so don’t hesitate to collaborate with influencers or celebrities during an exhibition. Even if visitors won’t buy the products immediately but they will never forget the words, the experience, the results and when making a decision next time they will choose your product because they have witnessed the results.
7. Shopping is no longer a long process
Customers prefer to have a short shopping experience, they prefer shopping on the go, everyone is short on time now. Customers want to find what they want immediately, and brands need to give them that or else they, will find what they are looking for at competitors who are offering easier shopping experiences.
8. Augmented reality is the next big thing
Yeah well, we all know that. But it is a good reminder. Customers like to experience and see things before they actually pay. Imagine a hair color, a hair cut, a makeup, customers want to see all that. People now do not want to spend money if they are not sure it will result in something suitable for them. Experience is thus customized.
Modiface (acquired by L’Oréal)
9. 3D Printing
This is the trick to capture the attention of potential customers especially with the big flow of information. Imagine the customers’ behavior when they will be able to customize their own product in the store. How would that impact your sales?
10. Bespoke beauty
Yes, we all want that! A product that is specifically and uniquely designed for us. This is exactly what every customer wants, they don’t want just another product over the counter, they want what is right for them or specifically designed for them. That is why brands can use pop-up stores to introduce new bespoke beauty products and give customers an unforgettable experience.
Bite Beauty Lip Lab
It is probably time to review your strategy and take your brand to the next level, hope on one of these trends.
Have more trends to share? Don’t hesitate to comment below.
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