Suppliers discover beauty of interactive advertising
The barriers between traditional and interactive marketing are dissolving, and interactive marketing spending in the United States is projected to hit $61 million by 2012, according to recent research. Evidence of such growth is increasingly infiltrating the beauty market, as beauty brands aim to drive shoppers to brick-and-mortar mass-market doors and bolster brand awareness.
According to a recent study by Forrester Research, a technology and market research company, interactive marketing spending in the United States will more than triple over the next five years.
The forecast is based in part on a survey of 344 interactive marketing professionals and their budget decisions affecting display ads, search, email marketing, online video and emerging media (social, mobile and adver-gaming).
More specifically, the study found that mainstream marketers are turning to search marketing, which is expected to grow the category at a compound annual growth rate of 26 percent to $25 billion by 2012.
Online video will experience a 72 percent increase in ad spending to $7.1 billion by 2012, as more consumers adopt online video.
Meanwhile, mainstream adoption will boost spending in such emerging channels as social media, mobile, game marketing, widgets, podcasts and RSS, according to Forrester. Spending on social media alone will grow to $6.9 billion, as marketers understand how to use and measure this channel.
Such trends already are evident in the mass-market beauty industry as, in April alone, several brands launched new online campaigns and revamped sites to make them more interactive.
One such example is L’Oréal USA’s Softsheen-Carson ethnic hair care brand, which announced in April the redesign of its online presence at www.softsheencarson.com.
The site, according to the company, has been restaged with new technology, interactive elements, enhanced graphics and entertainment features. The site also links to the new “SSC Lounge.” Within the SSC Lounge, visitors will find, for example, a Colorscope, which is similar to a horoscope but tells visitors about themselves and their hair; a Style Transformation Station that enables visitors to upload their photo and try on a new cut, color or style; and a Rewards Store where visitors can redeem points for exclusive gifts.
Markwins North America debuted in April its new wet n wild Beauty Benefits Web site, located at www.wnwbeautybenefits.com, to promote the new line of Lotus Marine mineral makeup and brushes.
The brand developed the online community so women can learn about the products and get beauty tips, as well as receive advice on how to live a healthier lifestyle via the Lifestyle tab. There’s also a monthly contest that awards women who are doing positive things in their lives to achieve beauty both inside and out.
Johnson & Johnson Consumer Products Co. is promoting its Melt Away Stress line of skin care products via a new online campaign at the www.JohnsonsForYou.com/escape Web site.
Tapping Glam Media’s network of 450-plus Web publishers, Johnson’s is targeting young women to build brand awareness, stimulate interaction and build excitement for the new products beyond ad banners.
Components of the site include a user-generated content contest, Jamaica getaway sweepstakes, expert and celebrity videos, and an embeddable quiz widget. Visitors to the site will also have access to an exclusive free trial coupon.
Also in April, Unilever’s Dove brand announced the relaunch of Dove.com as the Dove Digital Channel. According to the company, the new media channel signals a new approach to Dove’s online marketing and has raised the game in the digital space by forming a marketing alliance with OgilyInteractive and Microsoft’s MSN.
Stop & Shop cuts prices on health and beauty
QUINCY, Mass. East Coast supermarket chain Stop & Shop has announced that it will lower prices on more than 5,000 products, the company announced Thursday.
Discounted health and beauty items will include shampoos and soaps, vitamins, cotton swabs, bandages, toothpaste and others. The reductions are part of Stop & Shop’s “Low Prices Every Day” campaign, which has also lowered prices on foods, baby-care products, paper goods and household supplies.
Stop & Shop Supermarket Co. employs more than 59,000 people, operating 378 stores throughout New England, as well as New York and New Jersey. It is owned by the Dutch company Ahold.
Smashbox, Sephora initiate ‘beauty guru’ contest
SAN DIEGO Cosmetics line Smashbox and beauty retailer Sephora teamed up to launch round one of the “Are You the Next Beauty Guru?” campaign powered by social media advertising platform Brickfish.
The campaign, located at www.smashbox.com/beautyguru, encourages beauty mavens to create videos, develop communications or submit blogs with photos showcasing their visions for the next must-have beauty products.
The grand prize winner will receive an array of prizes including a one-week apprenticeship at Smashbox to design the official Smashbox Fashion Week Makeup Palette and an all-expenses-paid three-day trip for two to Los Angeles to attend Mercedes-Benz Fashion Week in March 2009. The palette will be sold exclusively at Sephora nationwide and will be featured in the Sephora catalog.
The winner will be chose during the second round of the campaign, which begins June 25. In addition to the grand prize winner, the Smashbox and Sephora expert panel will be giving away Smashbox swag bags to the top 10 scores from round one and to weekly sweepstakes winners who sign up to receive emails from Smashbox and Sephora. Round one of the campaign ends June 20.
“Smashbox and Sephora have long been at the forefront of beauty innovation, so creating a social media campaign is the perfect way to connect emerging beauty mavens with each other,” stated Brian Dunn, chief executive officer of Brickfish. “The ‘Are You the Next Beauty Guru?’ campaign will spark conversation on hundreds of social networking sites producing highly original and inspired product ideas. Inviting consumers into the campaign will give Smashbox and Sephora a unique way to engage with their consumers and build brand loyalty.”