The cosmetics industry is competitive. And capturing the attention of the general public is not always easy. To find the best advertising strategies, Mobsuccess (a company offering marketing and communication solutions) has analyzed consumers’ new buying habits.
To estimate what digital advertising in the beauty sector will look like in 2025, Mobsuccess drew on data from research by the YouGov polling institute.
The boom in mobile applications
Women aged 35 are key targets for brands. 67% of them say they are ready to buy their cosmetics via an app (23% more than the rest of other demographic cohorts). “It’s mainly loyalty programs that motivate their use of these applications. Indeed, 40% of women under 35 use them to benefit from exclusive gifts, fast delivery (38%) or special promotions (37%),” explains Mobsuccess. “But while younger women are prime targets, women aged 45 and over are not to be ignored, and represent a breeding ground of opportunities for brands. Although they are less inclined to use mobile applications, 35% of them consider adopting them for exclusive offers (29%), secure payment (28%) and loyalty programs.”
As the mobile app becomes a popular distribution channel, brands have every interest in nurturing the customer experience and ensuring payment security.
Mobsucess goes even further, advising beauty professionals to use mobile applications for advertising and marketing purposes.
The rise of social networks
TikTok, Instagram, Facebook… all these platforms are part of the daily lives …
