Industry marketing
Beauty marketing
Beauty is a rapidly growing global industry. Revenue from the beauty and personal care industry amounted to more than $500 billion in 2021.1 And the industry has an expected compounded annual grow rate of 4.76%.2 Discover how your beauty brand can stand out with the help of HAQM Ads.
The beauty industry today
Beauty shoppers are increasingly purchasing products online, and brands have an opportunity stay top of mind for shoppers along their customer journey. Based on a survey we conducted with Kantar:
28%
Online shoppers are looking for lower prices.3
22%
Wanted to avoid shopping in-store.4
21%
Are searching for hard-to-find brands and products that brick-and-mortar stores don’t typically carry. 5
39%
Searching for products that are available online.6
Beauty marketing on HAQM
HAQM is a key retailer for beauty product discovery.7 The beauty category at HAQM includes mass beauty and luxury beauty brands. And these brands span cosmetics, hair care, skincare, fragrance, beauty appliances, and nail.
Understanding beauty marketing
45% of beauty purchases are semi-planned.
Semi-planned purchases include purchases made by shoppers who wanted to buy a product but didn't know exactly which one or knew the brand/product they wanted to purchase, but didn’t know which model.8
Beauty marketing by the numbers
84% of premium skincare shoppers that visited HAQM recall seeing an ad.9
1 in 2 premium skincare shoppers own an HAQM device such as Alexa or Fire TV.10
HAQM beauty shoppers said hydration is their number 1 skincare need.11
How HAQM Ads is helping beauty marketers reach and engage audiences
Challenges facing beauty brands
Omni-channel shopping
Advertisers are challenged to adapt to omni-channel retail. While online media, including streaming TV ads, streaming audio ads, social media, and retail media, influence 77% of retail decisions, 90% of CPG purchases are still made at brick-and-mortar outlets.12 With the increased number of customers buying products online, brands may consider adapting their advertising strategies to better reach relevant audiences.
Changing consumption trends
Online shopping is growing in popularity. 89% of shoppers who began shopping online during 2020/2021 are extremely or very likely to continue buying products online.13
Reaching cross-category shoppers
Mass beauty shoppers also tend to shop in the professional and luxury skincare categories. HAQM Ads can help advertisers stay top-of-mind across beauty sub-categories.14
Guide
Optimizing beauty ads could have a long-term payoff. Discover six tips to get you started on creating beauty ads for your brand.
Beauty advertising tips
1
Running Streaming TV ads with HAQM Ads helps your brand reach beauty and lifestyle audiences. You also have the opportunity to reach cord-cutters and cord-nevers who use Fire TV devices and services like Prime Video and HAQM Freevee.
2
Optimize your strategy by aligning your beauty promotions with your customers’ interests. With HAQM DSP, brands can reach audiences wherever they spend time with video and display ads that introduce your brand and top products to audiences where they already are. Also, with HAQM audio ads you can be a part of a growing channel filled with engaged audiences.
3
More than half of premium skincare shoppers surveyed said brand name was important in their purchasing decision.15 Stand out to audiences with HAQM Ads solutions like Sponsored Brands and Sponsored Products.
Sources:
1, 2 Beauty and personal care report, Statista, global, 2021
3 -8 Kantar and HAQM Ads Beauty Audience Study, November 2021, US
9 - 11 Kantar and HAQM Advertising P2P Lite Study June 2021
12 NielsenIQ Omnichannel Fundamentals 2021
13 Kantar and HAQM Ads Beauty Audience Study, November 2021, US
14 HAQM Internal, January 2021 – December 2021, US
15 HAQM Internal, August 2021
