In 2019, there are few things more fascinating than finding out what someone puts on their face. But skincare can be tough to translate on social media. Here’s how brands are working effective digital strategies into their marketing routines.
Searches for “skincare routine” grew by 83% since last year, according to Gartner L2’s report on the topic. However, while multi-product shots accounted for 73% of the top 100 performing skincare flatlays, most weren’t actually routine-based. Instead, 48% of them featured the same product multiple times, rather than aggregating a collection of different products that holistically form a routine.
This behavior indicates that Instagram isn’t necessarily a top skincare research destination for shoppers hoping to better understand effective routines. Because color cosmetics visually wow better than skincare does on the face, skin-focused brands should optimize flatlay content through multi-product shots of skincare items standing out amongst out of category content to conjure up a clearer connection with consumers.
Although on-model content, especially on visual platforms like Instagram, underperforms for skin and fragrance brands, the categories can still display winning on-model tactics. However, one subcategory stands as an exception to this rule: among the top 100 on-model skincare posts by engagement, 43% feature masks. Mask posts also drove a 9% engagement increase, relative to other top posts. Mask posts with the highest engagement rates featured brightly colored masks, highlighting the need for brands to think through product development from a “what will be Instagrammable?” lens — particularly in less visual categories.
The future for skincare products is bright. Despite the obstacles faced on visual platforms, the fact that consumers’ thirst for skincare routines continues to grow means more opportunities for skin-first lines, both old and new.