[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
The beauty sector is worth<\/span> 30.4 billion euros<\/span><\/a><\/span>. It is therefore <\/span>a highly competitive market<\/b>, in which new players (such as DNVB brands – Digital Native Vertical Brands – or companies focusing on organic, reusable products, etc.) have to contend with giants such as L’Or\u00e9al or Garnier.<\/span> <\/p>\n To attract<\/span> increasingly demanding consumers<\/b>, but also to understand and address an increasingly diverse audience, beauty marketing needs to reinvent itself.<\/span> <\/p>\n The challenge for companies is to : <\/span><\/p>\n One of the best ways of achieving all these strategic objectives is through marketing gamification<\/strong>.<\/span>By offering interactive, fun experiences to customers and prospects alike, beauty brands can boost their brand awareness and generate more sales. <\/span><\/p>\n This article looks at beauty marketing competitions. Why organise marketing competitions<\/a> and how to maximise their impact? We also share some <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Companies in the beauty sector face a<\/span> number of specific challenges<\/b>: <\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To meet the challenges facing beauty marketing, brands can rely on gamification. This marketing strategy involves <\/span>communicate using fun, interactive formats<\/b> that encourage prospects and customers to interact with the company by taking part in a quiz or spinning a wheel of fortune, for example.<\/span> <\/p>\n The marketing competition format offers<\/span> a number of advantages to cosmetics brands<\/b>:<\/span> <\/p>\n Build loyalty and increase repeat purchases<\/span><\/span><\/a> by sharing exclusive benefits with the brand’s most committed customers.<\/span> <\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Now let’s get down to some practical ideas for<\/span> organising competitions<\/span><\/a><\/span> to meet the challenges of beauty marketing. For each of the benefits of this format, we share <\/span>an idea for a campaign that can be adapted to the specific characteristics of your brand<\/b> and your audience.<\/span> <\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Interactive quizzes<\/span><\/span><\/a> are an excellent way of finding out more about your audience and collecting<\/span> first-party data<\/span><\/a><\/span>.In this case, beauty brands can <\/span>share<\/b> a Psycho Quiz<\/b><\/a><\/span>, or Personality Test<\/b>, which will give them a better understanding of their audience’s buying preferences.<\/span> <\/p>\n This is the format chosen by the Institute to<\/span> gather customer preference<\/b> and redirect users to its care centres. By asking simple questions about its audience’s favourite holiday destinations, the brand was able to better identify their expectations and create <\/span>a personalised drive-to-store<\/span><\/a><\/span> ultra campaign<\/span>. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/07\/psychoquiz-beaute.webp” alt=”beauty psychoquiz” title_text=”psychoquiz-beauty” align=”center” _builder_version=”4.26.0″ _module_preset=”default” width=”69%” custom_margin=”44px||51px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” min_height=”241px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n As we have seen, consumers prefer brands that communicate authentically and choose muses who are like them. What better way to boost brand awareness and convert new prospects than to rely on UGC? Brands can challenge their community to a <\/span> creative challenge<\/b>: sharing the best summer look with cosmetics from their new collection, for example.<\/span> This photo contest<\/span><\/a><\/span> will not only engage their audience effectively, but also boost visibility and sales.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”||50px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Instant Win<\/span><\/a><\/span> formats<\/span> (such as<\/span> the Wheel of Fortune<\/span><\/a><\/span> or<\/span> Jackpot<\/span><\/a><\/span>) are also very effective for<\/span> distributing virtual coupons and generating sales<\/b>. As participants know instantly whether or not they have won (or what they have won for a 100% winning game).<\/span> <\/p>\n Depending on its objectives, the company can<\/span> distribute coupons<\/b><\/a><\/span> to be used online<\/b> (to boost traffic on its e-commerce site) or in-store (to boost its physical points of sale).<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/07\/roue-de-la-fortune-beaute.webp” alt=”wheel of fortune beauty” title_text=”wheel-of-fortune-beauty” align=”center” _builder_version=”4.26.0″ _module_preset=”default” width=”76%” custom_margin=”||50px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The competition can also be an opportunity for the brand to<\/span> present its new products in a more interactive way<\/b>. The brand can use mechanisms such as<\/span> Tap-tap<\/span><\/a><\/span>, <\/span> Memory<\/span><\/a><\/span> or<\/span> Puzzle<\/span><\/a><\/span> to engage its audience in discovering a new cosmetic or beauty care product.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n\n
<\/span> concrete ideas for boosting your campaigns. <\/b><\/p>\nThe challenges of beauty marketing<\/h2>\n
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<\/span><\/li>\nWhy organise competitions for your beauty brand?
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4 ideas for games to boost your beauty marketing campaigns<\/h2>\n
1. A PsychoQuiz to collect customer data<\/h3>\n
2. A photo competition to generate UGC
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<\/span> This user-generated content<\/b> is far more effective than traditional marketing campaigns in capturing the attention of consumers and encouraging them<\/span> to make a purchase<\/span><\/a><\/span>.<\/span> <\/p>\n3. Instant win to distribute e-coupons<\/h3>\n
4. A Tap Tap to help you discover your offer in a fun way
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