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Tips DTC Beauty Brands Can Use For Successful Social Media Ads

Advertising has been an effective way to promote one’s product or service for a long time. With the advancement of technology and the presence of social media, it has become more and more effective as it was done not just physically but also digitally. And for DTC beauty brands, having effective social media advertising can be a stepping stone to #SUCCESS, which is why it is important to have a scroll-stopping and eye-catching advertisement to let your brand be known. 

But what are some tips one can use to have successful social media advertising? 

Produce high-quality resources

This tip is one of the most important aspects of your social media advertising. Why? Because great social media visuals capture more attention than those mediocre advertisements or those in text format. Whether it’s an organic everyday post or a sponsored ad, choosing the best images surely gives you the best results. 

Know your audience

If you are someone looking to increase your conversion, then knowing your audience is key! By getting to know your audience, you have the advantage of knowing about the things they like, their preferences, and their behavior. This information can also be used for running targeted ads for specific groups of people that would most likely be interested in your product or service. 

Ride the trend

With the emergence of various social media trends, riding on one or two will surely make any brand relevant. Hopping onto trends doesn’t just allow you to reach more people, but it will also connect with your target audience better. 

Use beauty hashtags

This technique is a great way to target your audience organically. These hashtags will also allow your advertisements to find their way to people that would most likely be interested in your products and all your business can offer. Top beauty hashtags such as #beautytrends#beauty#skincare#makeup, and more, can help you generate more engagement. So remember to use these hashtags!

Make time for giveaways!

Let’s admit it, everyone wants a giveaway. Whether it’s free items, discounted products, or shipping vouchers, we’ll surely get them because they’re FREE. Utilizing giveaways makes people identify the brand and makes them remember your business when they are ready to make their purchase. 

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Five Great Tips For Scaling Up Your DTC Business

One of the things an entrepreneur sets as his/her goal is to achieve growth. And by growth, we mean to have increased production, increased sales, and even to expand to places your business has never seen before. Now you might be wondering, “how do I scale my DTC business?” or “what could be some ways that will help my business grow?” 

Wonder not, because we’re here to help you. Below are some great tips you can use to help your direct-to-consumer business grow. 

1. Put all resources in all the right places

Resources such as human and capital resources are vital to any business, especially for entrepreneurs looking to take their first steps to success. Spending on things such as marketing strategies, making promotions, establishing cybersecurity and other expenses need to be well-thought-out before execution. This will help lessen unnecessary expenses and save you a lot of money. 

2. Make a memorable customer experience

Do we even have to talk about this? Customer experience has been important for any business for as long as we can remember. Why? It’s because one single positive customer experience can influence other people to give your business a chance. This can help your business establish loyalty, customer retention, and brand awareness.

3. Be socially aware

A lot of DTC brands have achieved success by being aware of and involved with what’s happening. Being involved in various humanitarian causes or even taking part in protecting the planet can help you generate great profit. This is because a lot of people are into eco-friendly and sustainable products that will not just satisfy their wants but will also contribute positively to a certain cause, making it a win-win situation. 

4. Gather the necessary information

Well, this might not be new to you since you might have seen data forms that collect customer information on different websites. Collecting customer data can help you understand your market better, giving you a better understanding of what your customers want and need. These data can also help you improve on areas that your business lacks, allowing your business to be better and serve better. 

5. Consistency is key

Who doesn’t love consistency? None right? This is also an important thing to remember as consistency can help strengthen your brand identity and makes your business recognizable at a glance. Being consistent on things such as product quality, style, design, customer service, and even your goals can get your customers’ trust and loyalty to your brand.

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5 Great Ways That Will Help Your Direct-To-Consumer Brand Go Big

Doing business has always been a tough job, it needs careful planning and proper execution. This is true for all kinds of businesses but with direct-to-consumer (DTC) businesses the complexities increase. Production, marketing, selling, and even distribution of the products are all shouldered by the brand. And to not let these efforts go to waste, you should come up with strategies that could help the brand grow. 

Here are some ways you can do to make your DTC dreams come true:

1. Let Your Story Be Heard

In marketing, storytelling means delivering a message for people to hear. It’s either you tell a funny story or share your personal inspiring story to captivate your audience. Because the goal here is to leave a mark and make your audience feel something that will urge them to take action, to be invested.

2. Be Transparent

Letting your audience know about what goes behind your business operation is a great thing to do. Consumers nowadays prefer to know and are fully aware of how the products they purchase are made, from materials to the manufacturing process. And that makes it a key for consumers to love and patronize your brand.

3. Respond to Customers’ Needs

Who wouldn’t want their concerns to be addressed? No one, right? One of the advantages of a DTC business is that the brand can directly communicate with its customers, and responding to their needs makes them feel valued and important. This will help you build strong relationships with your customers and establish customer loyalty.

4. Deliver a More Personalized Customer Experience

With today’s technology, it is now possible to make a personalized experience for your customers. This shows that you care about each and every customer’s needs and helps satisfy expectations to make repeat sales among customers possible. Tailoring a personalized experience also helps in building trust, loyalty, and brand recall with customers.

5. Maximize the Usage of Social Media

Speaking of going big, what else can help you reach a wider audience more effectively than social media? Social media platforms give off a lot of benefits to numerous businesses. Things such as increasing your market reach, attracting more customers with effective advertising, and more. Social media can really do wonders for your DTC business. So make sure that you’ll be using this channel wisely.

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Beauty

Choosing The Right Product for Your Online Business

Finding the right product for your business might be a challenging job, especially if you are a first-time business owner. Well, you’re not alone. It really is hard coming up with a product that is both in demand and will give you high profits at the same time. A product that makes enough sales to keep the lights on is needed.

But don’t worry, ‘cause here are some tips you can use to come up with the right product.

Identify Customers’ Pain Point
Knowing things about your customers such as their financial limitations, or preferences might be of great help when it comes to formulating a product of your own. Coming up with a product that helps them solve their problems is also a huge factor that influences their buying behavior. There are several pricey products in the market that lacks uniqueness and are of low quality which causes frustration on the part of customers. This makes them look for alternatives that give them what they need and are worth their hard-earned money.

Go With Your Personal Passion

Doing business is not for everyone, it needs a lot of time, effort, and attention. And this is what makes your passion an essential part of coming up with a product. Choosing a niche that is in line with your passion might be risky, but it gives you the advantage of having full knowledge about what you will be selling. Working on something where your passion lies makes everything seem easier. 

Capitalize on Trends

What is IN now? What sells these days? What do the consumers prefer? Recognizing trends at the early stages of your entrepreneurial endeavor can already be a significant win for you and your business. This allows you to carve out your place and establish a name for yourself in the world of business. 

Look for Products with High-Profit Margin

There are factors you may want to consider first before coming up with a product, and some of them are the cost of production, promotion cost, and shipping costs. These things should be taken into consideration before finalizing what product your business will be offering. Sure that when these are carefully planned and researched, then you’ll be expecting high returns and profit. 

Choosing the right product can be a huge contributing factor to the success of your business. And this is what makes it an essential part of establishing a business, regardless if it is online or not. 

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The Power of Diversity and Inclusion in the DTC Beauty Space

Sell, sell and sell. If it’s not obvious enough, making a sale of either a service or a product is what companies need to do to stay in business.  Change is constant and when the pandemic hit, the usual brick-and-mortar stores had to step back from the limelight. Online was the buzzword. The beauty industry had to adapt and one of the most popular ways it did was via Direct to Customer (DTC) selling.  

Direct to Consumer beauty brands are nothing new. One notable example is Fenty Beauty which made Rihanna not just one of the most popular pop icons of our time but also the owner of one of the most sought-after and successful beauty brands.  Like any other business model, companies need to set themselves apart. There are a ton of categories that could be considered but, in this article, we’ll be covering why diversity and inclusion should be an itinerary for anyone wanting to succeed in the beauty DTC space.

What do they mean?

Before we go any deeper, we must ensure we understand what they mean.

The simplest way to remember them is that Diversity refers to traits and characteristics that differentiate a person from another while Inclusion refers to a sense of behaviors and social norms that makes one feel welcome.  2 very important things to the target audience – The Gen Zs and Gen Ys.

The Customer

Gen Zs and Gen Ys make up most of the target audience. It has been confirmed that Gen Zs are the decision-makers regarding purchases while Gen Ys tend to listen more to recommendations. Gen Zs define the trend. They want to be part of something and be unique enough to stand out. This is why DTCs are popular because they are able to provide what Gen Zs need the most, attention.

Diversity and Inclusion

The main advantage of a DTC approach is that the sellers get to know the customer firsthand. There is no middleman in between and thus a relationship is easier to form as they sell directly to the customer.

In a 2016 survey, 70% of Black women confirmed that big-name beauty product companies are not meeting their needs. Though it is changing, for a long period of time, the majority of sold cosmetic shades for example are that of the lighter type. Diversity has been in the spotlight for some time now and it would be a waste for Beauty companies to neglect it.

Since DTCs can listen to customer feedback more effectively they are able to fill this gap much sooner. One fine example is MDM Flow. A make-up company that was built by Florence Adepoju saw how limited the options for dark-skinned women such as herself are while working on a major beauty brand’s makeup counter. She was able to start her business by the simple fact that she listened.

DTCs also benefit from a close-knit connection with customers because it fosters brand loyalty. Remember how Gen Zs yearn to be part of something? DTCs can fill this need by building a community of people who enjoy their brand. Beauty companies should also be segmenting consumers holistically by interests, style, and location demographics. The best way to keep someone interested in something is to make sure he is not alone. Inclusivity is key 

TL: DR

Inclusion and Diversity are in. If you want to successfully build your business, make sure you take notes.

You wouldn’t want to be left behind, would you?

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Sustainability & Affordable Price Point: The Ultimate DTC Beauty Brand Concoction Powered by the Gen Z

Gen-Z consumers have higher asks from brands in general. It is no longer enough that a product or service works well for it is now also vital that the brands they support are both civically & socially responsible, eco-friendly, both inclusive, and diverse, just to name a few. 

It is also for these reasons that DTC brands are being driven by this generation. Because the direct-to-consumer business model allows its customers to build relationships directly with the brands, the customers are being given the opportunity to get a very close look at the brands’ operations, call out what they don’t like, and applaud what they love on social media. 

Sustainability is Key for the Gen Z

In April 2021, Forbes Magazine labeled Generation Z as the sustainable generation. It is the generation where 73% are willing to shell out more cash to purchase products that are sustainable. 

As the “inheritors of the Earth”, it makes a lot of sense why Gen Zs are very concerned about the environment. Adding to the fact that the oldest of their generation has turned 25 this year, Gen Zs are now emerging into young adults who have started to contribute to the workforce and the economy all the while carrying with them their commitment to sustainability– their choices to cut down on consumption, reducing their carbon footprint, their support to small and local businesses, their pride in thrifting, among other decisions to put the planet first like no other older generations every did. 

At this point, it only makes sense that brands must make their moves to shift to the sustainability route if they haven’t yet. Aside from the fact that it’s a wise move to take in order to stay relevant and profitable in the years to come, but also because the Gen Zs have also shown to influence not just their generation but even the older ones. As a result of Gen Z’s influence over their Gen X parents on the issue of sustainability, Gen X consumers’ preference to shop for sustainable brands increased by 24 percent, and their willingness to pay more for sustainable products increased by 32% percent since 2019.  

Furthermore, as of this writing, a research conducted by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania shows that nearly 90% of Gen X consumers said that they would be willing to spend 10 percent extra or more for sustainable products, compared to just over 42% two years ago.

The Race in Offering Affordable Price Points

Gen Zs are becoming known to be the faster ones to acclimate and adjust to situations presented to them. Also known as the generation to quickly learn from the past mistakes of previous generations, they are much wiser when it comes to their spending habits. 

Gen Zs witnessed their Gen X parents struggle with the Great Recession and are still seeing the Millenials work very hard to pay off their student loans. With both of these in mind, the Gen Zs perception of money has been shaped. 

While previously mentioned that Gen Zs are willing to pay more for sustainable products, it does not mean that they are willing to spend a lot of money on things just because. Their requirements for sustainability are heavily charged on the fact that they want to get their money’s worth. More than just getting their desired function of a product or service, the justification of their purchases also encompasses the values they deeply care about such as the impact of the brands they support on nature and other people’s well-being. 

These factors in mind pose the challenge of offering sustainable products at affordable price points. 

Emerging DTC beauty brands are now starting to circulate in the eCommerce market and the consumers are welcoming them with incredible hype case in point is the beauty brand FieldTrip by Edgewell which boasts about their luxury formulation at an affordable price point. 

Edgewell has only launched the brand this early this month and everyone in the beauty space has already been raving about it. 

Is it really that difficult to be sustainable and affordable at the same time?

Now that a couple of brands are causing a major disruption in the beauty industry, time can only tell if the rest will follow suit. As of this writing, one of the most popular affordable beauty brands The Ordinary by Estee Lauder has always been transparent that while they are very affordable, they are still not considered sustainable but they have ongoing initiatives that are geared towards becoming a sustainable brand. 

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The Key Opportunities for DTC brands in the Live Streaming Commerce

DTC, also known as D2C, is short for Direct-To-Consumer eCommerce, where merchants can sell their products online directly to consumers. The DTC business model first emerged in the 2010s but has continued to gain popularity among today’s consumers who appreciate the advantages of buying items directly from brands, specifically, the totality of experience they receive from the authentic connection built between them and the brands.

With the influx of competition, fueled by the pandemic where a lot of people were forced to be entrepreneurs, there have been really high standards placed by the consumers on the brands they choose to give attention to, and there lies the need for brands to offer the most authentic, one-of-a-kind experience designed to produce customer-delight.

And this is where the DTC model shines brightest- a space where there are no middlemen or retail stores that go between the relationship of the brand itself and its consumers, just exactly how consumers today want it.

Why is Live Streaming Commerce a Huge Opportunity for DTC Brands? 

This business model carries the DTC trifecta – social media, influencers, and online shopping making it the most logical next step for DTCs. It also fills the gap that seems to be the missing piece people crave from retail shopping: the human connection it offers. 

With live-streaming commerce, the buyers can shop online via the platform of their choice, with the influencers they support, straight from the brands they love. It’s been the rave in China, the biggest e-commerce marketplace including live streaming commerce, where netizens enjoy live online shopping, where their favorite influencers-turned-celebrities answer all their inquiries about the items while entertaining them both at the same time.

What does Live Streaming Commerce Look Like Today?

China, the e-commerce marketplace that international brands continue to tap but it’s so vast the marketplace only keeps on getting bigger, earns an estimated $6 billion annually from live streaming eCommerce alone according to Forbes. 

The rest of the world, on the other hand, particularly the West, has slowly but surely been penetrating the live-streaming market. They may be a couple of years behind their eastern counterpart but they are getting there. International brands like Tommy Hilfiger for example recently extended their live-streaming efforts in the US and Europe where 1,300 hoodies were sold in 2 minutes. The biggest western eCommerce companies such as Amazon, and Google making plans to make YouTube an integrated e-commerce destination, Walmart, to name a few has been making huge investments gearing toward the relatively new business model. 

A Call for Early-Adapters 

The best time to embark on the live-streaming eCommerce ship was yesterday but today would be a pretty solid business move too. As DTC brands in general pay very close attention to their relationships with their consumers, the enhanced engagement that live streaming strengthens this relationship even further. It’s an effective stage to showcase and sell your products in real-time, with the help of real-time feedback from your Key Opinion Leaders (KOLs) and returning customers present and watching the live stream. 

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#TiktokMadeMeBuyIt – The Effects of Tiktok on GenZ’s Buying Decisions

No, we are not just talking about one of Tiktok’s viral duet chains, we will be discussing Tiktok’s effects on GenZ’s buying decisions and how it has garnered such strong influence over the recent years.

Generation Z has officially become a bankable market starting in 2020. Because it is the first generation to be born in the post-digital era, they are fully dependent on smartphone apps and arguably lived on social media. 

With that being said, as GenZ has started to become part of the working economy, brands and marketers are looking closely at this generation and what they think they need and want, and here enters TikTok.

TikTok, the Social Media App of GenZs

As of April 2022, Tiktok users are made up of 60% of Gen Zs. A number that has grown substantially in the 4 years of the app’s availability in the world. Gen Zs prefer exclusivity and uniqueness and with social media, finding that perfect “That’s me!” content is easier than ever. TikTok’s “For you Page / FYP” is their destination to be. It focuses on content that the user themselves specifically love with the help of specialized AI algorithms that look into search entries, likes, and user activity. Tiktok also enables GenZs to express themselves through innovative content creation tools that are easy to understand and use. At this age, anyone could be a content creator and at the same time, anyone can show the world their individuality. Tiktok took notes and when the Gen Zs arrived, they were there to shake their hand and welcome them.

Finding that connection

As Gen Zs find a way to define themselves, they are not just looking at who is endorsing what but also at who the people behind it are. They want to know their origins, values, and beliefs. They want to find an emotional connection to drive their purchasing power. This is why Tiktok has been a popular venue for both consumers and producers. It has become a platform for each to tell their respective stories where videos are viewed as many as 1 billion times a day. Influencers have been paramount as they keep people engaged and looking for more. Once something is found, the next logical step would be to share it. #TikTokMadeMeBuy had over 3 million views after all.

Who influences who

“I want that” is a common thought that leads to a purchase. GenYs and GenZs are the 2 main purchasing groups right now and studies show that Gen Zs play a bigger role in deciding what to buy as they are now the trendsetters. GenYs on the other hand, have the tendency to listen to recommendations and thus are more likely to be influenced into buying items and services. Gen Zs are passionate about letting themselves be heard which is why they made up 43% of Tiktok’s global audience for the year 2021. The more time they spend, the more they are engaged. Tiktok is no longer just a pastime, it has become a way of life for many so if you are in the market to sell or buy, you’d probably want to put TikTok on the top of your list.