Personal care takes to the Internet
With the help of YouTube and Facebook, several beauty and personal care companies are proving that Internet marketing can indeed be quite successful. One prime example is Orabrush, which makes an FDA-approved tongue cleaner. Through a series of YouTube videos, Orabrush went from an online-only offering to now being sold in 20,000 drug stores, supermarkets, discount stores and supercenters.
Orabrush launched its campaign in 2009 with its original “Bad Breath Test” video, which now has more than 16 million views. The company also boasts a healthy following on Facebook with more than 300,000 fans. Since implementing its YouTube campaign, the company has become the third most subscribed sponsor channel on YouTube with more than 166,000 subscribers and more than 45 million channel views.
Meanwhile, making recent headlines with its witty YouTube commercial is Dollar Shave Club, a new e-commerce venture that offers a monthly subscription program whereby subscribers can receive — for about $1 a month — razor cartridges and a compatible stick, right to their door.
Technology revamps beauty shelf
Beauty is increasingly extending beyond the shelf thanks to greater interactivity between the virtual and beauty worlds.
Mintel Beauty & Personal Care recently announced that a key trend to impact global beauty consumers in 2012 is “Kinetique,” and part of that trend is point-of-sale retail and packaging elements. Examples of sound, video and QR codes embedded in beauty packaging have already started to appear. For example, Urban Decay’s Book of Shadows Volume IV has a USB port built into the palette so she can download makeup tutorials and listen to music while getting ready.
Another example is Glamour magazine, which set up in New York City during Fashion Week a temporary, shoppable wall stocked with beauty products. Leveraging SpyderLynk’s Snap-to-Buy technology, beauty mavens scanned 2-D bar codes with an app on their smartphone to instantly buy the product for home delivery.
The Body Shop gives beauty a ‘pulse’
The Body Shop, which was acquired by L’Oréal in 2006, is looking to revamp its 2,700 global stores to its new store concept, dubbed “Pulse,” according to published reports. The first Pulse Boutique opened in March in London on Oxford Street, according to reports.
The new Pulse Boutiques will center on the brand’s Beauty With a Heart movement, which is a campaign that aims to empower people worldwide to “Look Good, Feel Good and Do Good.” The concept will be rolled out either through new stores or remodeled stores, and is designed to enhance customer flow through the stores. Customers will find “try before you buy” product stands and “storytelling” tables, where customers can learn about the product and how it has been made, according to reports.