The roles of prestige skincare and makeup are becoming more and more intertwined today. The immediate results of slimming, lifting, tone correcting, and radiance achieved by makeup face products is not only influencing consumers’ relationship with makeup, but also with that of skincare. Over the last year, prestige makeup products market reached $6.8 billion in the United States, with the healthiest sales growth of 13% vs. 2014*. The lion's share of the prestige makeup growth also belonged to organic makeup category, with new players constantly coming to the market. Find out which eco makeup brands will shake the world of luxury beauty during the next few years.
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Consumers of luxe brands, which traditionally are more swept away by a product story, are becoming more interested in products with an eco-conscious footprint, and this interest will only grow. Gluten free, corn-free, waterless, Halal are the new norm; urbanism, pollution and the rise of allergies will begin to influence a brand’s ingredients, and affect consumer engagement and purchase. Discover the most promising eco & sustainable prestige skincare brands.
Content is a great way for luxury brands to bond with their audience and share cultural affinities, all of which leads to purchasing products of the brand, and eventually becoming loyal customer. Therefore, content marketing is both consumer and culture-centric. When consumers buy a luxury product, they take part in a cultural experience, sharing the same “spirit” and values as the brand. As Stanislas de Quercize, the CEO of Cartier puts it, “we do not create jewelry, we design the stories” (“Nous ne creons pas des bijoux, mais des histoires”). Learn from the best high-end brands how to tell inspiring stories, build luxury customer experience and facilitate purchasing decisions in the modern luxury market today.
Content is commerce. This phrase is recently repeated like mantra, but what does it mean exactly for luxury brands? Branded content, perceived as the merger between advertising and editorial content, is the major millennial territory for luxury brands. For this reason marketers need to take a more defined approach, generating campaign specific content for their selected platforms that enriches the luxury consumer experience. Branded content should reflect three strategic points: understanding customers’ needs, overall inspiration and brand discovery. According to the research made by Aberdeen in 2014 conversion rate is 6 times bigger when products are linked to content and newsletter. Also, the growth of e-commerce sites leaders of branded content is 8 times bigger than other sites. In the millennial group this phenomenon is even more noticeable. 31% of millennials say they could buy a product if content is interesting (Newscreed 2014). Find out more about the evolution of branded content and discover inspiring examples of platforms and brands leading in this area.