How to improve your online strategies for beauty brands in

“The beauty and personal care industry has been experiencing rapid growth in e-commerce for several years now, and there are no signs of this trend slowing down,” says Alexandra Garcia, Director of Beauty E-Commerce at Etaily.

In fact, the cosmetics and personal care market in the Philippines is estimated to generate revenue of USD 6.47 billion in 2024.

“The average consumer probably hasn’t heard of Etaily, but if they’re a fan of cosmetics or skincare, they’ve definitely heard of some of the brands we work with, like L’Oreal Professionnel, Kérastase, and K-beauty brand The Potions, to name a few,” Garcia adds. The Manila-based company works behind the scenes to help international consumer brands scale online channels like Lazada, Shopee, or sell through social commerce, direct-to-consumer, and break into the South and Northeast Asian markets.

Drawing from this wealth of experience, Garcia shares two key strategies brands need to consider:

Deliver an exceptional end-to-end customer experience

Times are changing, and customers are becoming more aware of their spending. This shift presents a significant opportunity for brands to elevate the shopper experience—one where customer care is evident throughout every stage of the customer journey.

There’s a lot of research that’s proven that shoppers value the shopping experience more than the products. “Almost every order from our supported brands across Shopify, TikTok, Lazada, Shopee, and Zalora is driven by our after-sales service and post-sale customer engagement, where we wanted to leave the door open for them to buy again,” Garcia says.

Drawing on her extensive experience, Alexandra shares her tips to improve the shopping experience at every stage of the customer journey:

Pre-sale

At this stage, customers start to recognize their needs and look for solutions where they can meet many brands available on the market. To really stand out, brands need to create engaging content where customers can answer questions about the product they are about to buy. Influencers in the beauty industry and establishing partnerships with different brands are two tools that have proven effective in amplifying the message and reaching a wide audience.

Reflection

Brands have the opportunity to create a more personalized experience for their customers. A great way to start is to simply ask customers about their needs and desires. With this approach, brands can ensure that customers receive products that are perfectly suited to their needs. This not only improves the customer journey, but also builds trust and brand loyalty.

Purchase

When customers are finalizing a purchase, they want reassurance and confirmation about their order. Examples of this could include offering a variety of payment methods to accommodate preferences, being transparent about shipping times to manage expectations, detailing any additional costs, and providing clear guidelines on returns policies.

After purchase

The end of the customer journey is just as important as any other point. In addition to the ongoing demand for fast and affordable shipping, there is also an increasing expectation of post-purchase follow-up. In the Philippines, customers receive updates when their products are shipped to ensure expectations regarding delivery times are managed. Brands can also make the unboxing experience special. For example, cosmetic brands can use packaging and additional touches that can create a memorable experience for the customer, leaving a lasting impression and keeping customers coming back.

Etaily recently launched its AI-powered Custom Reply Tool that revolutionizes customer service by managing and automating the post-sales process.

Use social media channels

Social media is a powerful tool for growing your brand online. Brands that maximize the full potential of social media platforms have proven to increase reach, engagement, and drive sales.

With millions of users across platforms, brands have the opportunity to connect with different types of audiences where they can design experiences that target specific demographics, interests, or behaviors. This ensures that the brand’s purpose reaches the right audience at the right time.

In 2024, a brand’s social media strategy is key to driving awareness. Partnering with other brands, collaborating with beauty influencers and micro-influencers, and running consistent and distinctive campaigns can help your brand stand out. Additionally, using storytelling and user-generated content can spread the word about your brand even further.

Finally, social media has made it easier for customers to connect with brands. Customers can have real-time conversations, ask questions, and provide feedback directly to the brand on platforms like Facebook, Instagram, and TikTok. This level of interaction builds brand image and strengthens trust and credibility around the brand.

In summary, by focusing on delivering exceptional customer experiences and leveraging the power of social media, e-commerce beauty brands can optimize their online strategy, increase customer satisfaction, and drive significant growth. Integrating personalized customer interactions and innovative social media tactics will not only help retain existing customers, but also attract new ones, ensuring lasting success in the competitive beauty industry.

E-commerce

Etaily offers comprehensive e-commerce solutions that enable and empower growth through comprehensive services in technology, operations, branding, and data capabilities. Since its inception in 2020, Etaily has become a go-to partner for major brands in Southeast Asia. With top-tier certifications from marketplaces like Lazada and Shopee, Etaily is well-positioned to grow your e-commerce business. Visit www.etaily.com or email [email protected].