BEAUTY CARE

CoverGirl brings influencer-created looks to in-store displays

BY David Salazar

NEW YORK — With the CoverGirl Collective influencer network now numbering nine makeup enthusiasts, the brand is looking to bring Instagram-ready looks to the physical store. CoverGirl is unveiling select in-store displays that will feature trending beauty looks from each of the three new CoverGirl Collective members

“We’re constantly looking for innovative ways to bring influencers into the brand experience through opportunities that show the power of our products to create transformational looks,” CoverGirl SVP Ukonwa Ojo said. “By featuring curated beauty looks designed by influencers on our display offerings, we bridge the online/offline gap to solve a key consumer challenge. As we imagine the shopping experience of the future, merging the worlds of digital content and brick-and-mortar shopping is an important priority for CoverGirl.”

The displays will showcase the specific products used by influencers to create the curated looks, creating a seamless move from the shopper’s social media feed to the physical store, CoverGirl said. The move comes as recent Hubspot data shows that 71% of consumers are more likely to make a purchase based on social media reference alone.

The influencers that CoverGirl is working with include Influencers include Kelly Strack (@kelly_janexx), Sharifa Easmin (@sharifaeasmin) and Ryan Kelly (@ryankellymua). Other influencer partners are Tina Kosnik (@tinakpromua), Karla Tobie (@princessbellaaa), Ellarie Noel (@ellarie), Kayla Hagey (@kaylahagey), Ashley Feasel (@atleeeey) and Rosalina Young (@ahitsrosa).

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IRI: Consumers still holding back despite promising outlook

BY Michael Johnsen

CHICAGO — Despite a promising economic outlook, consumers aren’t necessarily loosening the pursestrings, IRI noted in its latest Consumer Connect survey released Tuesday. According to the survey, 55% of consumers say their household financial health is good; however, 49% say they are making sacrifices and looking for deals to make ends meet.

“Since consumer spending accounts for about 70% of the U.S. economy, consumer hesitation to spend is a really big deal, and it is leaving CPG marketers struggling to find true and sustainable growth in a low-growth marketplace,” stated Susan Viamari, VP thought leadership for IRI. “This also is playing out in the non-food sector, where consumers are taking a very cautious approach to their purchases. They are buying what they need rather than stocking up and purchasing those nice-to-have items in the beauty/personal care, health care, general merchandise aisles.”

Results from the Q2 2017 IRI Consumer Connect survey reveal that 49% of consumers are making sacrifices to make ends meet compared to 51% in Q2 2016. Generation X and millennials have been hit the hardest, at 54% and 53%, respectively, but other generations don’t lag far behind. To stretch their dollars, deal-seeking remains high and is essentially unchanged compared to 2016.

Non-edible sales struggled more than the CPG industry as a whole during Q2 2017, with unit sales down in all three months of the quarter: 0.4% in April; 1.5% in May; and 1.9% in June. May/June declines cut across all non-edible departments but were sharpest in beauty and general merchandise.

In addition, consumers are selecting which retailer to shop based on money-saving opportunities offered. Millennials, who have struggled more than others since the economy took a downturn, are the most discerning about which store they will shop.

Overall, the grocery channel is outpacing the industry average and the mass market/super channel when it comes to both number of shopping trips and per-trip spending for non-food items.

Store brands continue to be viewed as a quality product for a good price. These products appeal to all generations, especially millennials, who tend to be more concerned with meeting their needs than the actual brand name, and are inclined to view store brands most favorably. As a result, spending on non-food store brand solutions is outpacing national brands. While store brand trips are lower, trip performance has been stable.

“Everyone is battling for growth in the CPG industry, so marketers need to constantly communicate with their consumers, tailor their offerings and target their messaging to succeed,” concluded Viamari. “Targeting against high-potential consumers is critical. For instance, millennials will pay more for online ordering with home delivery, and wealthier shoppers will pay more for nutrition density and eco-friendliness. Getting the right message to the right consumer will help pry those wallets open.”

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Rimmel London launches Facebook virtual try-on camera effects

BY David Salazar

NEW YORK — Coty’s Rimmel London brand is getting into the augmented reality try-on space. The brand on Friday announced a new series of live cosmetic try-on effects that will be available within Facebook’s new in-app camera and Facebook Stories. 

Users will be able to virtually try on several of Rimmel’s eyeliner looks right from the in-app camera, which can then be shared within Facebook Stories, Facebook Live feeds or on their timelines. Rimmel’s Facebook Camera Effects will be available from Aug. 3 in the US, UK and Middle East. Users will be able to try on such original eyeliner looks as the triple flick to the double mod.

The creation of effects for Facebook’s in-app camera is part of Rimmel’s ongoing strategy to give consumers new ways to experience makeup. The brand already has implemented an augmented reality technology “Get The Look” which allows users to snap and “steal” any look from the streets, social media and magazines. Rimmel said that its decision to bring the new feature to Facebook will better facilitate product discovery among consumers — 55% of whom said in a recent GfK survey that Facebook is their primary source of beauty inspiration.

“Coty is focused on continuous digital transformation of our brands to ensure we are continuing to exceed consumers’ needs,” Coty global VP digital innovation Fred Gerantabee said. “We have always placed importance and tremendous value around augmented reality and virtual try-on tools across our brands, including Rimmel, Sally Hansen and Clairol, and it made perfect sense to bring that same excitement and exploration to the world’s most ubiquitous platform — Facebook — in a way that’s perpetual, and scalable. For Coty this isn’t a “one day only” deal – we aim to make beauty exploration and sharing new looks a central part of Facebook users’ daily interaction with and enjoyment of the platform. The new in-app camera gives us an exciting way to do exactly that.”

Rimmel worked with Holition, a U.K.-based agency that helped build the “Get the Look” platform to create the Facebook camera effects.

“With Millennials expected to outspend Baby Boomers by 2017, it is becoming increasingly important to answer their need for innovative yet easy to use technology, that makes their purchasing decision more engaging and easier,” Rimmel London global VP marketing Montse Passolas said.  “With our new Facebook Camera Effects, Rimmel is empowering users by allowing them to try out and see new make-up trends and looks on themselves rather than on a model or influencer. This makes it even easier for consumers to pick out shades and styles that best suit their features and complexion.”

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