The next generation social media platforms: TikTok, Instagram, Clubhouse… deep dive into the hottest platforms to invest your time and money in right now for sky-high engagement and interaction. Explore how beauty brands can maximize the latest technology, channels, platforms and features to stay at the forefront of your consumers’ minds.

1. Tech, Platforms + Beauty Marketing
[ Post Pandemic ]
@figorout
@sssourabh
Sourabh Sharma

2. beauty marketing in the mask era
the customer landscape
the platform landscape
post pandemic holiday marketing

3. beauty marketing in the mask era
the customer landscape
the platform landscape
post pandemic holiday marketing

4. Gen Z is the biggest population demographic
Gen Z,
25.9%
Millennials,
24.5%
Gen X,
15.5%
Baby
Boomers,
23.6%
Maturists,
10.5%
Mashable 2019

5. millennial
• 1980 – 1995
• 65 million
• Prefer savvy products,
influenced by bargains
• 12 seconds
• 1995 – present
• 80 million
• Prefer products that
work and are trusted
• 8 seconds
Ages
Population
Shopping
Attention Span
demographics
Vision Critical (2019)
gen Z

6. millennial
• $600 billion
• 37% in 6 months
• 51% compare prices
• Share things
• $44 million
• 53% in 6 months
• 43% compare prices
• Create things
Spending Power
Mobile Purchases
Bargains
Equation with Brands
purchasing
behavior
Vision Critical (2019)
gen Z

7. 41%
58%
74%
80%
Baby boomers
Gen X
Millennials
Gen Z
RetailDive 2019
social media significantly influences shopping

8. beauty marketing in the mask era
the customer landscape
the platform landscape
post pandemic holiday marketing

9. 32% of Gen Z & millennials feel that without
YouTube, their look wouldn’t be complete
use beauty relevant platforms:
YouTube and Instagram

10. instagram: engage with your community
be with the pulse of your community by posting content
that is seasonally relevant, without even selling
• Use a moodboard, which blends
products / sales with seasonal ‘moods’
• Deliver your brand’s core values to your
community

11. Partnerships with
other brands
Q&A with founders
live & video-stream: human access
DIY, tutorials, consultations, discussions

12. tiktok and the gadget game
+8% to +25% category sales
with some brands reporting 3 digit sales increase

13. tiktok is a plus for beauty brands
Fenty, e.l.f., NYX and more for giveaways, tutorials, diversity and more

14. UGC (user generated content)
this also rewards customers and builds a sense of community

15. clubhouse grows
Clubhouse allows users to
pop in and out of audio chat
rooms discussing different
subjects.
“a podcast and a live panel
discussion hybrid, but with
absolutely no editing or
soundtracks”
Audio only

16. clubhouse for a variety of purposes
• Influencer meetups
• Crowdsourcing
• Ideation / Brainstorming
• Leadership in a field
15

17. beauty marketing in the mask era
the customer landscape
the platform landscape
post pandemic holiday marketing

18. q4 is a holiday season
• Customers will splurge: Sales are forecasted to rise
2.7% from last year to $1.09 trillion, ecommerce
rising 11.3% to $206.88 billion
story telling, co-creation, long form content
• influencers can co-create gift ideas, gift exchanges,
charitable gifting or creating content
• Long form SMS, email and social content

19. mobile vs BOPUS
• As mobile becomes more experiential, the retail
storefront becomes more transactional.
• BOPUS (buy online pick up in store) is a mainstay of
commerce.
• Emphasis on mobile shopping, including augmented
reality, virtual reality, try-ons, chatbots, concierge
services, and the uptick in Q&As, how-to-videos and
styling tips
• The retail experience is now often consumed via a
virtual, mobile platform.

20. inclusivity of fluidity and diversity
• millennials and gen Z prefer brands that enable a
visual culture of embracing multicultural and
gender-fluid individuals as the faces of beauty.
• ”genderless” / “unisex and gender-free” brands

21. Tech, Platforms + Beauty Marketing
[ Post Pandemic ]
@figorout
@sssourabh
Sourabh Sharma