Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each. Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.

1. Trends + Trendsetters:
The Best in Beauty Content Marketing

2. Welcome!
NewsCred’s Strategy Team helps brands build and hone their content
strategies, taking into consideration marketing goals, brand positioning, and
the competitive landscape.
Our Industry Landscape guides aim to educate marketers on trends,
opportunities, and content strategies that best-in-class brands are utilizing to
engage their audiences. In this guide, we’ll take a look at content marketing in
the beauty industry.
Interested in learning more? We’d love to hear from you! Feel free to reach
out at strategy@newscred.com.
- Caitlin Domke, Brand Strategist, NewsCred

3. Some good news for brands:
Shoppers are purchasing more
beauty products online than ever
before, across all categories.

4. Source: A.T. Kirney study, 2014
0%
5%
10%
15%
20%
25%
30%
35%
40%
Skincare Personal
Care
Hair Care Nail care Color
Cosmetics
Fragrances
Beauty product categories consumers
regularly buy online:
2012 2014

5. Source: eMarketer, 2014
31% of consumers research makeup
online before purchasing

6. About 50% of beauty product
consumers are open to different
brands when they begin their
online research.
Source: Google/Millward Brown Digital Beauty Study, July 2013

7. That’s a huge
opportunity for
beauty brands!
Source: Google/Millward Brown Digital Beauty Study, July 2013
“I was not sure
what brand I
would purchase”
“I considered
multiple brands”
“I knew what
brand I would
purchase”
54%
24%
22%

8. “When it comes to growing an online
shopper base for consumable categories,
knowing what drives behavior is vital to
increased engagement.
- NIELSEN-
”

9. 49% of undecided shoppers search
exclusively for non-branded terms
when they begin their research
Source: Google/Millward Brown Digital Beauty Study, July 2013

10. What are beauty buyers searching
throughout the research process?
Awareness
Evaluation
Purchase
#thinkcontentSource: Google/Millward Brown Digital Beauty Study, July 2013
Research Phase
50% searching category terms
21% searching retailers
28% searching brands
Final Query Before Purchase
37% searching category terms
39% searching retailers
39% searching brands

11. Source: Google/Millward Brown Digital Beauty Study, July 2013
Beauty shoppers use mobile devices as research tools
Beauty researchers tend to use smartphones (34%) and
tablets (43%) to research their beauty purchases, and they’re
more likely to do so when compared to the general U.S.
population (30% and 28% respectively)
Millennials and affluents
(HHI $100K+) are more likely
to research on mobile
Beauty Researchers General U.S. Population
34% 43% 30% 28%

12. Source: Google/Millward Brown Digital Beauty Study, July 2013
Beauty shoppers turn to online video to research
their beauty purchase
To find more info Even on the go
55% of beauty shoppers that watched a
video did so to gain general information
64% of mobile and tablet researchers use
video while shopping for beauty products

13. Source: Google/Millward Brown Digital Beauty Study, July 2013
Shoppers seek specific product information and
how-to advice most often
Product feature videos
48%
How-to videos
37%
Customer testimonials
and reviews
37%

14. The beauty brands that are succeeding in
content marketing:
• Get in front of shoppers early in the research process
• Truly connect with their audience
• Provide useful information at all stages of the purchase funnel

15. Best-in-class Content Marketers in the
Beauty Industry:
1 Bobbi Brown
2 Chanel
3 Birchbox
4 L’Oreal
5 Maybelline
6 Aesop

16. Bobbi Brown

17. Brand Characteristics
• Fresh-faced
• Sophisticated
• All-American
• Driven by its founder, Bobbi Brown
About the brand

18. “A blog based on truth, beauty, & being amazing.”
• Tumblr-like
• Written in 1st person through Bobbi’s voice
Voice:
Casual and approachable while maintaining expertise
Content Pillars:
• Not just makeup and beauty
• Content speaks to not just about how a woman can
get the Bobbi look, but how she can live the Bobbi
lifestyle
• Personal photos and content from Bobbi
• Culture & Celebrity
• Travel
• Fashion
The blog:“Everything Bobbi”

19. Fashion coverage
(Note: Not just Bobbi Brown products)

20. Recipes + Cooking
Healthy, clean, simple – and on-brand

21. Helpful Advice + How To’s

22. Profiles of Inspiring Women

23. Tutorials and Beauty Lessons
Approachable tone
Includes links to
purchase products

24. Imagery
The site includes mostly photos of the
product, versus the product on
models/people

25. Social Media
• Same broad content as blog (lifestyle–
not just beauty)
• Interacts with its customers
• Channels: Facebook posts, Pinterest
boards, Instagram photos, and tweets

26. • Decide if it serves you best to position yourself as a
singular expert in the beauty industry, or if it makes sense
to branch out into complementary categories, like Bobbi’s
brand strategy.
• Reflect on the subjects that your target audience is
interested in. Does it make sense for your brand to
discuss topics ranging from manicures to Mandela, as
Bobbi’s blog does, to capture the attention of its
sophisticated and informed target audience?
Takeaways

27. Chanel

28. Brand Characteristics
• Luxury
• Elegant
• Parisian flair
• Contemporary
• Classic
About the brand

29. Chanel News
• Reads like the New York Times Style section
• Strictly promotional in nature
Voice:
Aspirational tone of elite aloofness
Content Pillars:
• Behind-the-scenes
• Celebrities
• Events & Shows
• Chanel brand history
The Blog

30. Behind-the-scenes videos

31. Celebrities at Chanel shows

32. Private Events

33. Products
No links or product info

34. Fashion Show Playlists

35. Imagery
• Highly-editorialized photography
• Lots of models and celebrities
• Vintage Chanel photos
• Beauty products on a model vs. the
product itself

36. Social Media
• Chanel-specific
• Doesn’t follow anyone – adding to
exclusivity

37. • Always consider your brand’s audience and identity when determining whether to keep content
broad or narrow. Think about what relates to your industry or company directly.
• For a pedigree brand like Chanel to remain slightly aloof in its blog content and social tone aligns
with the aspirational lifestyle the brand represents – that’s what consumers expect from it as a
status symbol.
• Do your product shots represent the buying process or the fulfillment process? Which is more
appealing to your audience?
Takeaways

38. Birchbox

39. Brand Characteristics
• Fun
• Feminine
• Playful
• Youthful
About the brand

40. • Blog brands itself as a magazine
• Has monthly issues
Voice:
Like a magazine, Birchbox’s team of editors
are featured to give it a personal tone
Content Pillars:
• Haircare
• Home
• How-tos
• Makeup
• Trends
• Wellness
• Food
The Birchbox“magazine”

41. Beauty How To’s
Written by a beauty influencer
Includes links to purchase products

42. Lifestyle content

43. Celebrities & Culture with a beauty spin

44. Features content from its fans/users

45. Imagery
• Use “real women” to show off products –
including staffers and Birchbox fans
• Editorial but playful product shots
• Young and cool celebrities

46. Social Media
• Same tone as magazine/blog
• Same content
• Interacts with fans w/ very casual voice
• Huge Pinterest presence and following

47. Takeaways
• Think of your customer first – how can you help them? And how can you feature them and
include them as a source of content?
• Remember that to retain audiences and to keep them coming back, you’ll need to create a brand
personality, tone, and atmosphere that is familiar to your fans. This will help your content stand
out as well.
• Know your strengths on social – if visuals are your strong suit, going all out on Pinterest and
Instagram can help you stand out and acquire followers in a less traditional way.

48. L’Oréal

49. Brand Characteristics
• “L'Oréal stands for beauty, innovation,
sustainability and scientific excellence.”
• Global audience
• Approachable and aspirational products
for hair, skin and nails
• Range from affordable drug-store buys to
high-end luxury products
About the brand

54. “Open, apply daily, and prepare to be informed,
inspired and delighted.”
• Editorial e-commerce
Voice:
In-the-know BFF, a mix of Refinery29 and Glamour
Content Pillars:
• Beauty News
• Giveaways
• Looks
• Product Picks
• Tips & Tutorials
• How-To Videos
The blog:“Makeup.com”

55. Beauty News
• What’s Trending
• Celebrity Interviews
Pinterest-ready images
Different product lines side-by-
side, displayed the same way
they would be in a magazine.
Editorial but friendly tone

56. Giveaways
• Same feel as magazine giveaways

57. Looks
• Organized by occasion
• Wearable styling

58. Product Picks

59. Tips & Tutorials
• Step-by-step guides for makeup, hair, nails and skin
• Videos bring ideas to life

60. Social Media
• Same content on all channels except Instagram
• Friendly tone but they don’t really interact with audience
• Most cohesive presence on Pinterest

61. Social Media

62. Takeaways
• Create content with social channels in mind. Approachable DIY pieces are well-suited for
Pinterest and eye-candy shots are best on Instagram.
• Focusing on the outcome instead of the product can be a great way to build brand loyalty.
• Positioning your content marketing as a women’s lifestyle site or magazine allows you to
represent a wide range of products.

63. Maybelline

64. Brand Characteristics
• Bold
• Colorful
• Experimental
• Urban
• Young
• Hip
About the brand

65. “Reporting live from
Maybelline’s headquarters
in New York City.”
Voice:
Edgy and artsy similar to
Refinery 29
Content Pillars:
• What’s New
• Makeup Products
• Makeup Videos
• City
The Blog: City

66. What’s New
• Total e-commerce integration
• Navigation takes you back to “Makeup
Explorer” not to content site

67. Makeup Products
• More e-commerce
• Includes reviews
• Searchable by eyes, face, lips, nails,
brushes and accessories
• Standard product shots

68. Makeup Videos
• Highly stylized videos
• Use models and professional artists
• Includes makeup tips and featured videos
of runways
Plug fashion week
sponsorship

69. City
• Fashion content
• Beauty tutorials
• Street style shots
• Interviews with Brooklyn-based stylists
• Voting on looks

70. City
• Content is optimized for social sharing

71. Social
• Facebook, Twitter, Instagram and Tumblr
• First-person, conversational tone
• All channels portray the idea of a cool,
hip, fun-loving urban woman
• Guided by the sort of things the audience
would publish

72. Social
• Best presence on Instagram
• Makes “City” a lifestyle
• Shots aren’t overly stylized
• Images showcase the product as it is sold

73. Takeaways
• Find where your audience spends the most time and create community there.
• Focus on the user’s beauty experience.
• Be authentic. If your product is sold in drug stores, own it!

74. Aesop

75. Brand Characteristics
• Established in Melbourne in 1987
• Honest and simple products for
skin, hair and body
• “The cult beauty brand that tries
not to be.” The Cut
About the brand

76. • Blog takes the form a monthly
magazine
Voice:
A cross between a literary
magazine and NYT Style section
Content Pillars:
• Shelf life
• Fable
• Free Radical
• Essential
• On Beauty
The Fabulist

77. The Fabulist

78. Why?

79. Shelf Life
• On living the literary life

80. Free Radicals
• Interviews with designers,
artists, writers, etc.

81. Essential
• Interesting, must-have
products for better living

82. On Beauty
• Not just physical beauty but
aesthetics

83. • Twitter is used by the brand for cultural exchange
• Some mentions of product but mostly articles
Social

84. • Instagram showcases the brand’s in-store experiences
Social

85. Takeaways
• Consider engaging the audience’s interests beyond the scope of your product. What else are
they passionate about?
• Should different social channels focus on different aspects of your brand?
• What is the strength of your brand? Make it the center of your content marketing strategy.

86. Key Learnings
and Questions for your Brand

87. Tips + Takeaways for your Brand
1 It’s important to know and define your brand voice -- personality, tone, atmosphere
2 Make sure you know your target audience. Deliver what they’re interested in + what your brand
stands for.
3 Consider if you want e-commerce integration
4 Utilize influencers to create compelling content and build in an amplification plan
5 Tap into your fans with UGC
6 Create content that can be incorporated into a reader’s daily routine to create loyalty
7 Employ visual consistency
8 Consider buying vs. fulfillment process with images

88. Key questions for your brand to answer about your content
1 Do you want this to look like a magazine?
2 How broad will your content be? is it specific to beauty or is it lifestyle?
3 Who are you including photos of?
• “Real” women?
• Celebrities + models?
• Mostly products?
4 What are your product shots like?
• Glossy/editorial?
• Inspired by your fans’?
• Playful? Serious? Luxurious? Flirty?
5 How much product integration do you want?
6 List three adjectives that describe your target consumer
7 What is your brand personality?

89. Want to learn more?
Our team of strategists can help your brand build a
marketing growth engine. From ongoing support and
program management, to customized strategy sessions
and workshops, we’ll set your brand up for success.

90. NewsCred
is the most
comprehensive
content marketing
solution.

91. Get in touch!
STRATEGY@NEWSCRED.COM