Audience
Channels of sale: Although there are some notable exceptions, such as Ulta.com and drugstore.com, that have cashed in on the 24/7 availability of the Internet, many of the beauty products sold via direct channels are not your average drugstore cosmetics.
While selling beauty products via direct channels makes your product available to a larger audience, it does present some hurdles. One of the cosmetics industry’s biggest challenges to selling beauty products via direct channels is overcoming consumer reluctance to purchase fragrances they can’t smell, or shades of cosmetics they can’t see firsthand. - this brings in the viewers trust of Youtube gurus - Jaclyn Hill, Lauren Curtis, Nikkie Tutorials etc. Consumers rely on Youtubers to review make up products, especially ones sold online that they are unable to sample themselves. Hence the use of the make up guru by big name brands that sell via e-commerce.
Channels of sale: Although there are some notable exceptions, such as Ulta.com and drugstore.com, that have cashed in on the 24/7 availability of the Internet, many of the beauty products sold via direct channels are not your average drugstore cosmetics.
While selling beauty products via direct channels makes your product available to a larger audience, it does present some hurdles. One of the cosmetics industry’s biggest challenges to selling beauty products via direct channels is overcoming consumer reluctance to purchase fragrances they can’t smell, or shades of cosmetics they can’t see firsthand. - this brings in the viewers trust of Youtube gurus - Jaclyn Hill, Lauren Curtis, Nikkie Tutorials etc. Consumers rely on Youtubers to review make up products, especially ones sold online that they are unable to sample themselves. Hence the use of the make up guru by big name brands that sell via e-commerce.
(source: http://www.targetmarketingmag.com/article/market-focus-beauty-product-buyers-28625/all/)
Michelle Phan 8,800,373 subscribers
Bethany Mota 10,342,575 subscribers
Zoella 11,560,043 subscribers
These beauty vloggers create make up tutorials using the brands products and give reviews on them - reaching a huge audience of viewers, who then in turn are more inclined to buy the products.
In Morphe's case, the vlogger Jaclyn Hill was instrumental in launching the brand to success. With the brand only being sold in one store in California, the brand would never be as popular as it is now without someone to promote the products. Without a way to sample products, consumers needed a different way to trust the products - using a beauty vlogger with a huge following to review and demonstrate products was the perfect channel for Morphe to do this. (Draws on marketing advice from Cosmetic Executive Women (CEW) event of 2016: 2016 Trends: New Consumerism Rules: "Taste-led Targeting – Use technology to your marketing, products and services for a segment of one." Using the power of social media influence, in particular Youtube). She also has an affiliate code to encourage customers to shop with Morphe, by giving them discount.
Youtube
Each month, over 50 million people watch more than 1.6 billion minutes of consumer-created fashion and beauty videos on YouTube. Four of the top one hundred most subscribed-to channels on YouTube are beauty-related.
Make up brands have cottoned on to this and reach out to beauty vloggers such as -Each month, over 50 million people watch more than 1.6 billion minutes of consumer-created fashion and beauty videos on YouTube. Four of the top one hundred most subscribed-to channels on YouTube are beauty-related.
Michelle Phan 8,800,373 subscribers
Bethany Mota 10,342,575 subscribers
Zoella 11,560,043 subscribers
These beauty vloggers create make up tutorials using the brands products and give reviews on them - reaching a huge audience of viewers, who then in turn are more inclined to buy the products.
In Morphe's case, the vlogger Jaclyn Hill was instrumental in launching the brand to success. With the brand only being sold in one store in California, the brand would never be as popular as it is now without someone to promote the products. Without a way to sample products, consumers needed a different way to trust the products - using a beauty vlogger with a huge following to review and demonstrate products was the perfect channel for Morphe to do this. (Draws on marketing advice from Cosmetic Executive Women (CEW) event of 2016: 2016 Trends: New Consumerism Rules: "Taste-led Targeting – Use technology to your marketing, products and services for a segment of one." Using the power of social media influence, in particular Youtube). She also has an affiliate code to encourage customers to shop with Morphe, by giving them discount.
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