Cosmetics brands take to digital to maintain competitive edge

Cosmetics brands take to digital to maintain competitive edge

Author | Manasa Mantha | Friday, Dec 27,2013 8:55 AM

Cosmetics brands take to digital to maintain competitive edge

In the highly competitive cosmetics market, brands are learning quickly to make women – in their myriad roles of mother, wife, sister and daughter – as the centre of their universe. Brands such as Revlon, Maybelline, Lakmé and L’Oreal have taken to digital media in a big way to increase connect with ‘women of today’.

Saluting the true spirit of womanhood, Revlon recently launched its new campaign –‘Choices by Revlon’. This 13-month long digital only campaign will highlight 13 different topics that Indian women are keen to discuss about on a social media platform. Revlon is offering this platform, which is an ode to women’s individuality and celebrates their views and their ability to make choices without fear or favour.

Maybelline has gone a step ahead and decided to give women across the country a more intimate experience. For Karwa Chauth, the cosmetics brand engaged women from across Delhi NCR, Lucknow and Kanpur, wherein they were given free makeovers and mehendi application on purchase of Maybelline products.

Keeping the wedding season in mind, Lakmé Salon played host to women planning bachelorette parties for their best friends – the conditions of the contest being tagging their friends, uploading pictures on Pinterest and using the hashtag #BeautifulBrides. This resulted in increased site traffic, making Lakmé Salon’s website popular as well as creating hype for Lakmé’s products.

L’Oreal, on the other hand, created a special app for the Cannes Film Festival. Women from across India had to pass stages of a contest – from dressing up and posting pictures of themselves on the ‘red carpet’ to get a feel of being on the actual red carpet of one of the most celebrated international film festivals.

Digital media has also become a platform for cosmetics brands to launch new products and create awareness about them. For instance, Maybelline used Twitter with the hashtag #doesntlastlongenough to promote its new range of lipsticks and also launched its latest collection of nail paints on its website.

With a well-defined and well aligned objective, brands today are increasingly turning towards women of today, creating campaigns that grab enough eyeballs for top of mind reference. From going all out on the digital space to justifying it with extensive BTL activities – spends are becoming streamlined, attention is high and women are the centre of everyone’s attention.

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