There are many brands in the beauty consumer market, and military strategists must compete for them. Not only are well-known brands investing a lot of advertising resources in them, but there are also niche brands seizing a place through social e-commerce operations. Users mostly prefer skin-friendly products because of their trust and suitability. Maintaining long-term usage habits, coupled with the multiple choices of new retail omni-channel consumption channels, beauty product advertising must accurately catch the eyes of potential consumers, attract attention, click to watch, and even generate conversions, which is no longer easily achieved by traditional digital operations. and.
（※ There are countless brands in the beauty market, and it is necessary to "make advertising effective and relevant" to break through the overwhelming information on competing products)
Decisive battle in the mature female market relies on data analysis
"Kaken", a well-known skin care brand under Rohto Pharmaceutical, launched "Kaken Ultra Moisturizing Lotion", targeting female office workers around the age of 30 and mature women under the age of 30. This group is the largest consumer in the beauty market. The main force, their population proportions account for 49% and 28% of the beauty consumer market respectively (the former is 30-39 years old, and the latter is 20-29 years old, data source: CMRI Beauty Marketing Research Institute), in other words, "Hasken Jirun Moisturizing Makeup" "Water" is facing a first-level war zone in the beauty market.
"Breakthrough of the vast amount of competitive product information and effectively provide product information to potential buyers is the primary issue." Chen Yanren, deputy general manager of the marketing business of Domain Action, pointed out that in addition to crowded market channels, "Kiken" must also face the needs of consumers. Habitual psychology, "If you have a habitual named brand, no matter how good the function is and how high the CP value is when you see a product, you will naturally ignore it." Therefore, the marketing team of Yudong and Jiyan must solve not only channels (where to place them), The audience (to whom it is delivered), and the content (what to see) must also be addressed to catch attention and attract clicks immediately.
（※ Faced with the main consumers in the market that all companies must compete for, "multi-dimensional accurate data" is needed for advertising targeting)
Data x invoice data, six ways to find potential audiences
Lai Jinghan, deputy director of marketing business of Clickforce, said that if traditional digital marketing is adopted and only third-party cookies are used to target the target audience, it may not be enough, and it will be difficult to see the appearance of potential consumers in "multi-dimensions". Domain Motion uses exclusive The "Hybrid Data Engine" simultaneously uses "invoice data, network data, and advertising data" to target the audience. For "Hasken Jirun Moisturizing Lotion", it targets women aged 18 to 34 and adopts the following six types of conditional targeting:
Online strategy
a. Data search for beauty browsing: Target those who browse the official websites of beauty chains, such as: Watsons, Cosmetics, Baoya, Matsumoto Kiyoshi...etc.
b. Find female websites with data: target popular female websites or APPs, such as: Xiaohongshu, PopDaily, cosme...etc.
Offline strategy
a. Data search for store footprints: Target those who have actually set foot in beauty stores, such as: Watsons, Cosmetics, Baoya, Matsumoto Kiyoshi, etc.
b. Find data around the university: Target those who appear around the university and the campus from 8 a.m. to 8 p.m.
behavioral strategies
a. Invoice data is used to find previous purchases: those who have purchased lotion from the beauty channel
b. Keyword lock specific search: such as lotion recommendations, moisturizing lotion, open-shelf lotion, lotion Watsons... etc.
Even the materials are not missed, greatly improving performance.
Not only at the data targeting level, Domain Marketing also uses data analysis to find that ethnic audiences are more likely to be deeply impressed by advertisements when "watching dramas", so they have made more arrangements to set up audio and video ads on streaming platforms; in addition, Domain Marketing has used historical data to The performance data found that this group has a special liking for advertising copy with the words "hot seller" and "key quantity", and is particularly likely to click on the simple screen design, so a series of products were designed for "Hasken Jirun Moisturizing Lotion" "Creative placement advertising" significantly increases inbound traffic.
Through three-dimensional data condition targeting of "online, offline, keywords" and creative placement advertising production based on performance data, Domain Marketing not only achieved 100% compliance with the standards for "Hasken Jirun Moisturizing Lotion", but also It created a double peak performance of "high VTR and high CTR", and the specific and touching marketing performance was praised by customers. It also allowed customers to pursue the victory and increase the marketing promotion schedule for another three months to continue this wave of advertising benefits.
| There are more beauty brands in Taiwan than you think! There are 2,462 beauty brands in Taiwan. There are 130 brands that reach consumers 100,000 times a year, 32 brands that reach consumers 500,000 times a year, and 12 brands that reach 1 million consumers a year. (Source: KANTAR)
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Decisive battle in the mature female market relies on data analysis
"Kaken", a well-known skin care brand under Rohto Pharmaceutical, launched "Kaken Ultra Moisturizing Lotion", targeting female office workers around the age of 30 and mature women under the age of 30. This group is the largest consumer in the beauty market. The main force, their population proportions account for 49% and 28% of the beauty consumer market respectively (the former is 30-39 years old, and the latter is 20-29 years old, data source: CMRI Beauty Marketing Research Institute), in other words, "Hasken Jirun Moisturizing Makeup" "Water" is facing a first-level war zone in the beauty market.
"Breakthrough of the vast amount of competitive product information and effectively provide product information to potential buyers is the primary issue." Chen Yanren, deputy general manager of the marketing business of Domain Action, pointed out that in addition to crowded market channels, "Kiken" must also face the needs of consumers. Habitual psychology, "If you have a habitual named brand, no matter how good the function is and how high the CP value is when you see a product, you will naturally ignore it." Therefore, the marketing team of Yudong and Jiyan must solve not only channels (where to place them), The audience (to whom it is delivered), and the content (what to see) must also be addressed to catch attention and attract clicks immediately.
| 20-39 year olds are the main force in the beauty market The largest consumer population in the beauty market is those aged between 30 and 39, accounting for 49%; followed by those aged between 20 and 29, accounting for 28% （Source: CMRI Beauty Marketing Research）
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Data x invoice data, six ways to find potential audiences
Lai Jinghan, deputy director of marketing business of Clickforce, said that if traditional digital marketing is adopted and only third-party cookies are used to target the target audience, it may not be enough, and it will be difficult to see the appearance of potential consumers in "multi-dimensions". Domain Motion uses exclusive The "Hybrid Data Engine" simultaneously uses "invoice data, network data, and advertising data" to target the audience. For "Hasken Jirun Moisturizing Lotion", it targets women aged 18 to 34 and adopts the following six types of conditional targeting:
Online strategy
a. Data search for beauty browsing: Target those who browse the official websites of beauty chains, such as: Watsons, Cosmetics, Baoya, Matsumoto Kiyoshi...etc.
b. Find female websites with data: target popular female websites or APPs, such as: Xiaohongshu, PopDaily, cosme...etc.
Offline strategy
a. Data search for store footprints: Target those who have actually set foot in beauty stores, such as: Watsons, Cosmetics, Baoya, Matsumoto Kiyoshi, etc.
b. Find data around the university: Target those who appear around the university and the campus from 8 a.m. to 8 p.m.
behavioral strategies
a. Invoice data is used to find previous purchases: those who have purchased lotion from the beauty channel
b. Keyword lock specific search: such as lotion recommendations, moisturizing lotion, open-shelf lotion, lotion Watsons... etc.
(The words "Hot Selling" and "Quantity", coupled with the simple design,
increase the click-through rate of advertisements for female consumers)
increase the click-through rate of advertisements for female consumers)
Even the materials are not missed, greatly improving performance.
Not only at the data targeting level, Domain Marketing also uses data analysis to find that ethnic audiences are more likely to be deeply impressed by advertisements when "watching dramas", so they have made more arrangements to set up audio and video ads on streaming platforms; in addition, Domain Marketing has used historical data to The performance data found that this group has a special liking for advertising copy with the words "hot seller" and "key quantity", and is particularly likely to click on the simple screen design, so a series of products were designed for "Hasken Jirun Moisturizing Lotion" "Creative placement advertising" significantly increases inbound traffic.
Through three-dimensional data condition targeting of "online, offline, keywords" and creative placement advertising production based on performance data, Domain Marketing not only achieved 100% compliance with the standards for "Hasken Jirun Moisturizing Lotion", but also It created a double peak performance of "high VTR and high CTR", and the specific and touching marketing performance was praised by customers. It also allowed customers to pursue the victory and increase the marketing promotion schedule for another three months to continue this wave of advertising benefits.
(The streaming platform arranges Pre-Roll ads and uses "drama chasing behavior"
to successfully attract clicks from potential audiences)
to successfully attract clicks from potential audiences)
