Holiday gifting is a key driver of consumer sales. The US beauty market, in particular, drives significant sales during the Christmas period as customers seek out the perfect gift, (and maybe treat themselves a little too). Here, we look at what campaigns led the US beauty gifting marketing this past holiday season and what brands should continue to do to capitalize on the opportunities before them.
Emphasize Value in an Easy-to-Digest, Hassle-Free Ad Format
Sephora’s top spend campaign emphasized their best-valued gift sets. The beauty retailer even highlighted ‘Buy Now Pay Later’ options through their partnership with Klarna. YouTube content emphasizes relationships at the heart of gift-giving, with a notable element of diversity and inclusivity in the beauty-led creative.
Lure Consumers to One-Click Purchases While Skimming Social Media
Nordstrom emphasized their gift sets exclusively via paid Facebook ads. By promoting their sets on Facebook, they met consumers where they were already spending time. US social commerce market trends also show that engagement, not just advertising, is a valuable opportunity.
Highlight Exclusivity by Promoting Limited-Edition Gift Sets
Nordstrom also highlighted limited-edition Dyson gift sets via desktop display ads. The retailer touted limited-edition gift sets utilizing this desktop display ad, featured primarily on Yahoo and YahooNews.com. Digital advertising remains a core driver of sales for beauty products and gift items, while the US beauty influencer market continues to offer more intimate connections with the target audience.
Use “Under” Cost Propositions to Appeal to Budget-Friendly Shoppers
Ulta emphasized value with affordable holiday gift options. By keeping gifts under $25, Ulta positions itself as a cost-effective beauty retailer. This price point also positions Ulta as an ideal ‘impulse buy’ and lowers the price of entry into their beauty range will likely encourage repeat shoppers.
Keep a Consistent Theme While Speaking to an Array of Beauty Buyers
Target executed the same short video format to speak to different types of beauty buyers. This is an ideal use of the digital video format, allowing brands to efficiently tailor their marketing to a diverse range of potential customers, or reinforcing the brand visibility with repeated showings. We cover the trends in digital advertising for the US market here.
Offer a Range of Gifts From Prestige to Value to Fulfill all Gifting Needs in One Place
Macy’s targeted Facebook users with carousel posts, ranging from luxurious gifts such as Chanel to value-based gift sets from Clinique.
Looking Ahead with Mintel
Brands that offer a range of gifts at various price points and those that focus on self-care and/or speak to clean beauty shoppers will prevail. Advertising placement and medium will continue to evolve with a heavier-than-ever focus on engaging video content. As time spent in front of screens stays high, brands will be forced to find creative ways to draw consumers to their sites. Social media and video will play an essential role in beauty marketing.
Beauty brands looking to increase their visibility in the coming year will be forced to expand their lines of communication, to ‘meet’ consumers where they are spending time and to appeal to short attention spans and budget-minded shoppers. Display ads and social channels offer new opportunities to deepen engagement and brand loyalty. By looking back, beauty brands can pivot their strategies to maximize their gifting reach.
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