The global cosmetics market size was $277.67 Billion in 2020. The market is further expected to grow from $287.94 Billion in 2021 to $415.29 Billion in 2028 at a CAGR of 5% during 2021-28. The steady rise in the industry’s CAGR is attributable to its high demand and return to pre-pandemic levels in recent months. The growth in the cosmetics market is even more pronounced in the APAC region where the cosmetics market is expected to grow at a CAGR of 6.5% in the forecast period of 2022 to 2029 and is likely to reach $167,702.63 Million by 2029.
While this consistent growth may sound encouraging to players from the cosmetic industry, the heavy influx of cosmetic brands in the APAC region requires cosmetic companies to develop a new approach to make the most of this burgeoning industry. Therefore, cosmetic brands can learn a thing or two from the Facebook campaigns of these three following cosmetic brands.
1. Ngoc Dung Beauty
Ngoc Dung Beauty is a well-known brand in Vietnam with over 20 years of experience in the beauty space.
Ngoc Dung Beauty wanted to reach as many Vietnamese women as possible with its new branding and messaging.
Solution & Approach
Ngoc Dung used Facebook video ads to run a brand awareness campaign, repurposing a TV commercial. The campaign used PockeTVC to re-cut the commercial into a series of mobile-optimized 15-second vertical videos. The ads highlighted the lasting effect of Ngoc Dung Beauty’s products to preserve younger skin. The shorter videos also featured three well-known Vietnamese celebrities, each telling a different story that would speak to the celebrity’s representative age group.
To see if the mobile-optimized ads performed better, Ngoc Dung also ran a video ad with its full, uncut TV commercial simultaneously. This brand awareness campaign ran for about four weeks and used reach and frequency buying to connect with Vietnamese women aged 18–54 several times during the campaign. Alongside the launch of its online “Brand Revolution” campaign, Ngoc Dung also conducted a series of offline events to maximize impact.
Ngoc Dung’s Facebook campaign was a massive success as it reached 3.9 million people. The campaign helped it register a 6-point higher ad recall from short videos than from long videos. Also, it led to a 4-point higher brand awareness from short videos than from long videos.
2. Benefit Cosmetics Singapore
Benefit Cosmetics was founded by sisters Jean and Jane Ford in San Francisco’s Mission District in 1976 and soon became popular for its quick-fix beauty solutions.
Benefit Cosmetics wanted to quantify the impact Collaborative Ads have on sales in Singapore, especially during mega-sale-day events. In addition, it wanted to learn which type of ad creative was most effective in reaching its target audience.
Solution & Approach
Benefit Cosmetics Singapore worked with Facebook on a strategy to test and measure the efficacy of its campaigns and ad creative while also gaining online sales. First, the cosmetics brand tested videos with different creative concepts – one featuring its brow artists giving makeup tutorials and a second featuring only the products – to learn which type of ad appealed to its audience the most.
At the same time, Benefit Cosmetics ran Collaborative Ads campaigns optimized for the view content, add to cart, and purchase events. The ad creative featured the brand’s products and promotions during a mega-sale event and encouraged customers to shop for its products at Sephora.
The campaigns ran for two weeks in November 2020, and all of the ads targeted a broad audience of women living in Singapore with an interest in beauty. The brand then retargeted Custom Audiences of people who had viewed Benefit Cosmetics APAC ads in the past 14 days, but not added any products to their shopping cart and people who had viewed Benefit Cosmetics Singapore ads in the past 180 days, as well as a lookalike audience based on a Custom Audience of Sephora customers.
The Facebook campaign by Benefit Cosmetics performed outstandingly well to deliver a 6.1X return on ad spend with a 23% lift in purchase conversions. It also registered a 24% increase in omnichannel sales value and a 19% increase in online sales value compared to the previous year.
3. SHISEIDO Hong Kong
SHISEIDO is a renowned leader in the Japanese beauty industry, dedicated to accelerating digital transformation and creating an online and offline experience with an “Omotenashi” (Japanese hospitality) spirit in mind.
SHISEIDO Hong Kong wanted to raise awareness among young audiences about the third generation of its iconic product, Ultimune Power Infusing Concentrate 3.0, and boost sales. It also wanted to engage customers in a creative and exciting way to share more about the product’s skin immunity-boosting properties.
Solution & Approach
For the launch of the new product, SHISEIDO Hong Kong ran a “full-funnel” campaign, or one that uses various creative assets and targets ads to people at different stages in the customer journey to more effectively engage with its audience. Teaming up with Facebook Creative Shop for the first time, SHISEIDO created a mix of compelling ads designed for mobile viewing. To better engage the audience, SHISEIDO also partnered with members of an influential boy band in Hong Kong to feature in the campaign.
In the first phase of the campaign, SHISEIDO ran a series of mobile-first link ads, photo ads, and video ads. These ads used exciting visuals to introduce the product and its new formula and linked to SHISEIDO’s website, which in turn linked to the brand’s first-ever virtual event, SHISEIDO Powerhouse. Next, SHISEIDO focused on building engagement by creating video ads, including Augmented Reality ads, designed for mobile viewing. Through these interactive ads, the brand effectively engaged customers while boosting brand awareness and consideration.
For the final phase of the campaign, SHISEIDO ran photo ads in carousel format to feature its wide range of products and offers, ultimately driving conversions. The campaign was broadly targeted to audiences aged 20–50 years old who were interested in beauty and skincare. To reach an even larger audience, SHISEIDO also created a lookalike audience based on past customers.
SHISEIDO’s Facebook campaign performed exceptionally well to deliver a 1.7X return on ad spend. Also, it witnessed a 6.7-point lift in its purchase intent and a 10.5-point lift in ad recall.
As the world’s biggest marketing platform, Facebook can help brands gain exposure to millions of people. Moreover, it owns multiple platforms like WhatsApp and Instagram, thereby giving marketers more options to get their brand out in front of people through a range of marketing channels. However, benefiting from Facebook’s massive marketing potential requires a solid marketing strategy backed by awesome content.