Eco Beauty Skincare Social Media Campaign

Introduction

In the past few years, the skin care market has grown tremendously and so has the number of products that are being produced. Social media such as TikTok and Instagram have also greatly impacted people's interest in skin care as well as with careful marketing and strategic advertising across all platforms. Overall, the skin care community has grown and continues to.

Market SWOT Analysis

Strengths

• Popularity of skincare and skincare products have increased recently 
• Has anyone encountered the dreaded 10 year olds in Sephora?
• Our generation is very vain and insecure 
  • Especially when it comes to acne and other skin imperfections
• Consumers look to skincare brands help resolve our skin problems/imperfections

Weaknesses

• Luxury skincare brands that provide more reliable results and are efficient arent within the general public's budget
• A lot of skincare brands are trying to market the same thing, that their products yield the best and most reliable results
• Smaller brands cannot compete
• The possible opportunities for customizable products from some brand may overshadow other brands and overwhelm consumers

Opportunities

• Possibilities are endless when it comes to making new formulas for the products 
• Brands can partner up with influencers to help them their brand and products
• Recently the majority of consumers have been caring about what is in their products therefore, brands should further reach new audiences while catering the demand for natural products 
• Brands can use data analysis to see what their consumer needs and wants are while offering a personalized products and experience 

Threats

• It is challenging to create new skin care products that no other brand has made therefore it is harding to differentiate themselves
• Some cheaper/ wallet friendly  brands are known for creating “dupes” or “knockoffs” of popular luxury products, which may impact sales for the other brands
• When creating skin care, there are a lot of regulations you must be obliged by or else the brand could be fined, or served a lawsuit, which would tarnish the brand's name

Consumer Analysis

We conducted two methods of research to gather data. We conducted a survey, which yielded 42 responses, and we interviewed 15 people. We asked them a series of questions pertaining to their skincare routines, what they used, how they got into skincare, if social media and the pandemic increased their awareness of the skin care community and brands, etc. Although many people had their own unique answers, many of the results were similar.

We have found that social media and the pandemic have both had impacts on the skin care market and its consumers. As we know, social media has been a large part of our lives, especially with the pandemic, influencing what we do, products we use, what we say, etc. With the rise of influencers posting their “GRWM” or routines, user generated content reviewing brands, and brands taking part in social media trends, it has brought more people into the skin care market and community. From our research, we have found that consumers agree with our claim. Social media and the pandemic has increased awareness of skin care and leading people to look further into brands and even purchase from them.

Market Problems

Through surveys conducted among the target audience, people were asked what their thoughts on the current skincare market and what its current major issues are:

Harmful Ingredients

• According to some responses, people bought skincare products specifically designed for sensitive skin and still had burning/irritating reactions
• Certain ingredients may not be advertised but included in the recipe for the product that may cause irritating effects to the skin

False Advertising

• Some responses included that they've bought products designed for “all skin types” yet still caused negative reactions
• Many people had expressed that products they used that advertised to use clean ingredients when they they actually end up harming their skin

Brand Creation

Concept

We want Eco Beauty Skincare to be very interactive with its current and potential consumers. The brand will constantly be on social media, posting eye-catching and engaging content. We don’t want the content to feel like ads, but instead will be interacting with consumers through trendy and informative posts. Our brand will focus most of its social media efforts into the platforms Instagram, Snapchat, and TikTok. We hope the posts will spark conversation amongst consumers and the skincare community.

Brand Strategy

Unique Selling Propositions

1. Safe and clean ingredients/formulas
   • The clean ingredients will leave your skin glowing and hydrated
2. Affordable prices
3. Our packaging will also be kept to a minimum using biodegradable materials to help reduce waste
   • We offer an option available where you can send us your empty bottle back and when you purchase that product again, you will get 15% off

Objectives

1. Packaging
   • Create eye catching yet simple packaging
   • Biodegradable
   • Reusable
2. Social Media
   • Informative and fun social media posts
   • Encourage user generated content and reviews
   • Take part in sponsorships/promotions
   • Create relationships with influencers and other influential figures
   • Reach our target audiences of females ages 13-26 through informative and fun social media posts, user generated content and reviews, sponsorships/promotions, and relationships with influencers and other influential figures

Conclusion

Our advertising efforts aim to be engaging, fun, and informational. We want to encourage our audience to engage with our brand and purchase our products. We hope to build strong brand loyalty and raise brand awareness through our products, content, and advertising.

Through these efforts we learned through a lot of trial and error. Social media campaigns include a lot of paying attention to the current state of your target market and staying on top of what your brand needs. While our project wasn’t executed to a real market, we learned alot about the efforts and strategies of social media advertising and how it can truly help and effect a brand and its performance within its market.