Just as you can’t catch flies with vinegar, you can’t win over consumers without a sharp marketing plan. And to help brands (in all sectors, including cosmetics) in need of inspiration, Kantar has drawn up a list of the best strategies to adopt for the year ahead.
Kantar has identified several marketing trends to follow.
The rise of social networks
Advertising on social platforms is attracting less attention from Internet users (31% versus 43% last year). “In 2025, attention will have to be won continuously and consistently, and brands will not be able to simply adapt to the platform, they will have to stand out from the crowd,” explains Kantar.
The agency advises brands to make a difference by creating campaigns that are funny, dynamic, accompanied by good music, that make an impression… and that make sense.
Beware of AI
Getting a visual or a slogan in just a few seconds sounds tempting, doesn’t it? More and more marketers are turning to generative AI. But be careful! “There are reservations about the lack of transparency: 36% of marketers don’t think they or their teams have the necessary skills, and 44% say they can tell if an ad has used AI. What’s more, 43% of consumers say they don’t trust AI-generated advertising,” says Kantar.
Artificial intelligence can be used to fuel creativity, but there’s no such thing as too much of it.
Sustainability through and through
The environmental crisis is on everyone’s mind. Today, 93% of consumers say …
