The challenge to communicate beauty with consumers’ ”12-second attention span”
The Ordinary’s Joseph Basham on using beauty communication to get rid of ”chemofobia”. New and ”game-changing” airless dispensing technology. Plus: A new format is coming for Beauty Innovation.
IN THIS ISSUE
INSIGHTS: Joseph Basham, Science, Communications and Partnership Engagement Manager at Deciem, on whether a social media channel can be too successful
INSIGHTS: The co-founders share the uniqueness of their ”game-changing” airless dispensing technology
PODCAST: How AI and data can power beauty brands
BEAUTY INNOVATION: Change is in the making
WORLD VIEW: What’s your TikTok marketing strategy? Learn from the good examples
The message is clear
In this week’s World view, we share Sarah Cohen’s feature 8 beauty brands that have nailed TikTok marketing strategy for CosmeticsDesign Europe. ”TikTok is increasingly a non-negotiable part of most beauty brands’ core marketing strategy, especially for businesses that are looking to target Gen Z, which apparently comprises 60% of the app’s audience,” she writes.
The same topic came up when I met Joseph Basham, Science, Communications and Partnership Engagement Manager at Deciem — the parent company of The Ordinary — last week.
— One of the really interesting things that we’re seeing, he shared — and it’s happening in every industry — is this transition to a lot more online-based. On that point, particularly with social media, what we’re noticing is that attention span is dramatically decreasing to the point where now, with a lot of consumers, you have 12 seconds to capture their attention.
We’ve touched upon it before, the contradiction of targeting ”the most educated beauty consumer in history” — to quote Fashion Snoops’ Mallory Huron in our conversation from the other week — who also has less than 1 second of active attention for commercial content. It’s a sign of the times that we’ve seen articles on How to Grab Gen Z's Attention Span in 8 Seconds or Less and that this 1-second attention span can also work to marketers’ advantage. As always, new tech — in this case, AR — is here to help.
Also, in terms of new tech, we’re excited to share our new podcast episode on How AI and data can power beauty brands from the latest Beauty Innovation Talks, recorded in front of a live audience at Copenhagen International Fashion Fair.
You’re now reading issue #46 of Beauty Innovation. Launched last summer, we hoped that we had identified a white space in the Nordics. The feedback from you, our audience, speaks for itself. This includes full houses during several Beauty Innovation Talks in Stockholm and Copenhagen throughout the fall and winter. And, great networking afterwards! Ever since the very first issue, we’ve tried several different formats. When we’re now about to take the next steps for our online universe — scandinavianmind.com 2.0 will soon arrive! — and the other newsletters (there are 3 of them), we’re also evaluating the best possible format for this newsletter. Rest assured, we’re not going anywhere! And we’re convinced that you will enjoy what’s cooking at our office. More to be unveiled very soon.
Until then, enjoy this issue and see you in a week!
How AI and data can power beauty brands
In our new podcast episode, we are revisiting our latest Beauty Innovation Talks, recorded in front of a live audience at Copenhagen International Fashion Fairs.
Airless dispensing technology ends spillage, overdose, spoilage, and waste of time for any liquid products
Co-founder Giulia Gaudenzi: ”Most of the current solutions require pumps and parts, while our membrane technology is elegant in its simplicity — but is not easy to copy!”
WORLD VIEW
A briefing on innovations in the global beauty industry
Premium Beauty News: Aloha, an innovative micro-encapsulation system to perfume any materials
CosmeticsDesign Europe: 8 beauty brands that have nailed TikTok marketing strategy
INSIGHTS
How to communicate beauty with consumers’ ”12-second attention span”
By JOHAN MAGNUSSON
We sit down with Joseph Basham, Science, Communications and Partnership Engagement Manager at Deciem — the parent company of The Ordinary — for more on TikTok marketing strategies, the special campaign which he still remembers, and why AI can not, yet, replace humans in beauty communication.
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