Consumers are more educated than ever. But none is more educated than the individual interested in purchasing a new beauty product. Whether it’s skincare or makeup, when it comes to what individuals put on their face, the scientific research skills come out. According to McKinsey & Company, the size of the beauty industry is worth approximately $450 billion and projected to grow as time goes on. Marked by billion dollar acquisitions as in the case of Hailey Bieber's Rhode Skin brand, endorsed by celebrities as in the case of Selena Gomez’s Rare Beauty, beauty is here to stay. Which is exactly why it is important to understand the perspective, behavior, and ways to impact the everyday beauty consumer.
Think about the last time you visited Sephora, Ulta, or even your local convenience store to pick up a “beauty” item. It could have been a facial serum, lip balm, or blush. Would you consider yourself to be more of a habitual or impulse buyer? While a creative ad or trend might have pushed you to buy something out of impulse, it is the habitual buyers who keep the beauty industry thriving. By manufacturing the need to look a certain way, and therefore invoking a specific feeling, the beauty industry positions itself as the opportunity gatekeeper. Without this, or that, you are bound to miss out or be judged, and who wants that?
Let’s take Rhode Skin for example: Founded in 2022 by Hailey Bieber, this brand has taken the beauty world by storm. Not only by dialing into innovative marketing techniques associated with aesthetic, community built, and data driven strategy, but by turning their consumers into loyalists. The numbers don’t lie. After being acquired by e.l.f. It has been reported that the brand is expected to cross over $360 million in annual sales, making it the company’s fastest growing brand in its portfolio. And this is more than a celebrity endorsement. Let’s face it, in today's age it is not enough to slap a celebrity on a product and expect it to sell well.
First, Rhode Skin focused on building community. While we like to think fondly of individual decision making, a large part of their strategy has been to enhance group decision making through influence. For those who are chronically online, love the “clean girl” aesthetic and thrive off being the girl with glazed skin, Rhode Skin subtly prompts them to buy their products. And once you’re in, you turn into a habitual buyer just off the premise that their skincare works.
Additionally, the company is data-driven. You think that putting in your email, signing up for SMS notifications, becoming a follower on Instagram, and other interactions go unnoticed? They don’t. Each interaction is tracked, and analyzed to help observe what you will do in the future. Lastly, they enhance the post-decision making process. When you try Rhode Skin you are not just trying a skincare, you are joining a community that focuses on the best for their skin and with their prompt responses, they make you feel like you made the right decision.
Influencing beauty consumers to act is no small feat; it takes grit, analysis, and a deep understanding of your customer. While some have done ok, Rhode Skin has proven to create consumer advocates that help grow the brand together with the founder, Hailey Bieber.