Research has revealed that social media has become the most important advertising channel for beauty brand launches in its latest report.
Five by Five surveyed 201 professionals working in beauty and retail marketing about their opinions on launch marketing. 80% of those asked said that social media was now prioritised over all over marketing channels, including TV which ranked in fourth place.
Shareable content and social engagement allow brands to create a groundswell of pre-launch interest in a way no other channel can match.
Martin Flavin, Creative Director at Five by Five, said: “Social media has become the most important way to generate buzz for new products and services before they appear.
“Shareable content and social engagement allow brands to create a groundswell of pre-launch interest in a way no other channel can match.”
75% of those asked said that the creative ideas around launches have become “braver” in the past five years. But problems remain, with 50% citing a lack of budget as the biggest barrier to a successful launch.
Other problems cited included ineffective marketing communications and competitor activity.
The company also found that the time between concept and product launch has shrunk over the past five years, with 76% of respondents reporting less than six months to prepare for a launch.
Michelle Mitchell, Strategy Director at Five by Five, said: “Deadlines have got tighter and costs have risen – but marketers now are more informed about their product launches than ever.
"This increased knowledge means that campaigns are braver, smoother and more effective.”
