"Communication is the key", they said.
Yes? No?Well, that's 50% true. But, understanding is, I believe, that lubricated the key that will lead to trust.
How so?
I'll pick the example from my favorite US brands:
1️⃣ Glossier,
2️⃣ Rhode by Hailey Bieber, and
3️⃣ Fenty Beauty by Rihanna
They are my favorite not because I have tried them (oh, I wish), but the aesthetic and the social media presence they build.
Each brand I mentioned was for different target audiences; Glossier with simple and seer colors of makeup, perfect for teenagers or makeup beginners as a stepping stone for their makeup game. Rhode offers simplified beauty care, with Hailey Bieber as the owner and face of the brand, it psychologically touches the target market and builds a mindset, "If we buy Rhode, we'll be like Hailey".
Then comes the inclusivity, Fenty Beauty, because Rihanna doesn't come to play in the beauty industry with their wide range of shades for the makeup they sell. Different than Glossier and Rhode who mostly tackle the "clean girl" trend, Fenty Beauty's presence was to set the bar for the makeup industry by being inclusive and bold.
Talking about inclusivity, recently TIRTIR shook the beauty industry with the diversity of cushion shades range they offer. Even though TIRTIR is a Korean manufacturing brand—which is well-known for its beauty standards, they are pretty popular worldwide right now, especially with its Mask Fit Red Cushion. Another inclusivity I must say.
πIs it a campaign or marketing gimmick? Well, despite that, they definitely knew what they were doing: https://lnkd.in/gMMjf7MH
πAnd this is how's going now: https://lnkd.in/g3PGHxaa
So, how can TIRTIR be popular among beauty practitioners? Because...
✅ They listen to their audiences
✅ They become problem solvers
Extract marketing influencers from the equation, a brand itself can automatically be the trend if the brand hears its audience. Take the feedback, bounce higher then be loved by many. Expanding the shade of their cushion was what TIRTIR did.
Or, if the wonder is too high, we can start simply by being a friend to the audience. Isn't what's the important talk or issues we bring up to mass, but the important is for us, as a brand, to be present in ✨the language✨ our audiences speak. Start by throwing questions, "How's your day?", then let the convo do wonders. Like what a friend does.
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