The latest research from DLG (Digital Luxury Group) indicates that while new skincare brands have quickly grown over the last three years, established brands like Neutrogena, La Roche-Posay and La Mer are also keeping pace with younger players on the market.
DIGITAL
Online Interest in Skincare Is Rapidly Growing, How Can Brands Seize the Moment?
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Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.
PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.
In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”
The Fondation Cartier pour l’Art Contemparain building in Paris
The latest research from DLG (Digital Luxury Group) indicates that while new skincare brands have quickly grown over the last three years, established brands like Neutrogena, La Roche-Posay and La Mer are also keeping pace with younger players on the market.
The global beauty market is undergoing radical changes. With the rise of digital and direct-to-consumer, skincare brands are making a name for themselves in an arena up against large legacy make-up and fragrance brands. Who are the online winners? What are the best practices? And how do we build meaningful and competitive consumer journeys?
The latest research from international-based digital marketing agency DLG (Digital Luxury Group) and publisher of Luxury Society, explores the success of the industry’s fastest growing and disruptive beauty brands, and what lessons can be learnt and applied to maintain growth in the digital landscape.
Estimated to be worth around $250 billion dollars, the global beauty market is rapidly transforming, largely due to marketing strategies which are centered on building a sense of community around the brand, product and experience.
DLG's research takes a look at the online performance of over 25 beauty brands with skincare as their main product. Analysis of global English Google searches suggests that overall online interest for skincare brands is growing and that over the past three years, their search volumes have significantly increased. Extensive distribution network, brand transparency, and best online practices are all key in order for beauty brands to thrive in today's digital environment.
Check out the full insights and analysis in the video above.
This segment is part of Reshaping Luxury, a production focused on the ever-changing landscape of the luxury industry. Aimed at providing insight, analysis and interviews with leading experts and executives in the market, Reshaping Luxury is a co-production between CNNMoney Switzerland and DLG. Watch the full episode here.
Image credit: Pexels.
Writer at Luxury Society
Before joining the editorial team at Luxury Society, Meaghan was based out of New York City writing for CBS New York and NBC Universal. A Washington-D.C. native, Meaghan also wrote for Washington Life Magazine while studying journalism at university. After moving to Switzerland in 2016, she went on to contribute to Metropolitan Magazine and CBS affiliates before joining the LS team.
