Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

  • Articles
  • Case Studies
  • Videos
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Events
    • DMS Live
    • Contact DMS
    • Careers @ DMS
    • DMS Investor Info
    • DMS Toolset
    • DMS Solutions
    • DMS Team
    • DMS Voices

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email

    Digital Advertising Industry News

    1. Home
    2. Digital Advertising News
    3. How The Makeup & Beauty Industry Can Attract More Customers As Mask Mandates Decline

    How The Makeup & Beauty Industry Can Attract More Customers As Mask Mandates Decline

    Published Date July 9, 2021

    Masks are off, and makeup is back. As a result of mask mandates decreasing and in-store shopping increasing, the beauty and personal care industry is poised for a resurgence. Larissa Jensen, Vice President and Beauty Industry Advisor at The NPD Group, told Business Insider that the recent CDC announcements related to the lessening of some mask requirements are a game changer for the beauty market. Jensen said, “I really do believe this, that as this mask mandate lifts, we’re going to see some big momentum coming out of the makeup category in 2021 into 2022.”

    According to Statista, revenue in the beauty and personal care market is expected to grow 4.77% from 2021 to 2025. Major beauty retailers started to experience surges in both online and in-store sales even before some of the latest pandemic-related announcements. Prior to mask mandates loosening, beauty brands were leaning into the power of social media and ecommerce to drive sales. Fast forward to today, and major beauty brands, including e.l.f. Beauty, Ulta Beauty, Hourglass Cosmetics and Olive & June, are leveraging multi-channel digital advertising strategies to connect with consumers reprioritizing their beauty and personal care needs.

    e.l.f. Beauty Brand Deploys Social Media Strategies To Drive Ecommerce Sales

    In May, e.l.f. Beauty reported, “For the three months ended March 31, 2021, compared to the three months ended March 31, 2020: Net sales increased 24% to $92.7 million.” According to e.l.f. Beauty, its sales growth was “primarily driven” by the brand’s ecommerce strength. “We currently expect net sales growth of 8-10% in fiscal 2022 — at the top end of our long-term economic model,” said Mandy Fields, Chief Financial Officer for e.l.f. Beauty. While the e.l.f. Beauty brand is highly recognizable on the shelves of retailers like Target and Walmart, e.l.f relies on its social media reach and a holistic approach to digital marketing and advertising for brand building, personalized engagement and conversions.

    Brigitte Barron, Director of CRM and Customer Growth at e.l.f. Beauty, said, “A new consumer might come across e.l.f. while browsing on social media, and they find a video about our best-selling Poreless Putty Primer. They likely already know about our brands… So they head to e.l.f. Cosmetics.com or our mobile app and then explore more about the brand and hopefully start to build a basket of products in addition to that Putty Primer.” Social media advertising, both paid and organic, can be a highly effective strategy for beauty brands, driving consumers to ecommerce platforms, increasing engagement and sales. 

    Beauty Retailer Ulta Partners With Target For Digital & In-Store Opportunities

    Beauty retailer Ulta also saw sales soar. In its first quarter of fiscal 2021 earnings, Ulta reported net sales increased 65.2% to $1.9 billion, crediting its growth to consumer confidence, a growing desire for “newness,” “government stimulus payments and the easing of COVID-19 restrictions.” Ulta believes social media plays a major part in reaching younger consumers and elevating trends. “Engagement with social media platforms, like TikTok, are bringing new life to the color cosmetic category, engaging younger audiences, driving trends and reinvigorating trial and usage,” said Dave Kimbell, CEO at Ulta Beauty.

    Later this summer, Ulta “shop-in-shops” will debut across Target stores as part of the strategic partnership announced by the brands last fall. Target and Ulta are both hoping to leverage their remarkable digital growth, supported by a variety of pick-up and delivery options and loyalty programs. “Ulta Beauty at Target reflects further evolution in our omnichannel strategy, rooted in unlocking the potential of our physical and digital footprints, creating more seamless shopping opportunities for our loyal guests and continuing to lead the beauty industry,” said Mary Dillon, Executive Chair of Ulta Beauty. 

    Hourglass Cosmetics Goes Vegan, Embracing Corporate Social Responsibility

    For many shoppers, particularly younger consumers, the ethics of a brand are as important to them as the products it sells. Several years ago, Hourglass Cosmetics pledged, with support of parent company Unilever, to create a completely vegan line of cosmetics, which the brand achieved in 2020. Messaging from Hourglass Cosmetics regularly revolves around its vegan products and cruelty-free mission. Consumers can sign up for news and information on cruelty-free and vegan initiatives on the Hourglass website, and Hourglass Cosmetics donates “1% of annual profits from hourglasscosmetics.com to [its] partner, the Nonhuman Rights Project, a U.S. organization that works to secure fundamental rights for animals.” 

    Additionally, the brand continues to evolve its vegan mission, recently releasing a new red, “bug-free” lipstick. “Luxury beauty brand Hourglass Cosmetics recently launched Confession Refillable Lipstick Red 0, a true red lipstick shade made with vegan carmine. The cruelty-free brand worked with its parent company Unilever for three years to develop a vegan alternative to carmine — an ingredient used in cosmetics and foods for its red coloring,” reported Anna Starostinetskaya for VegNews. Brands that are able to connect with like-minded consumers via messaging often gain loyalty and positive word of mouth from shoppers.

    Nail Salon Beauty Brand Olive & June Appeals To Consumers With Referral Program & Email Outreach

    Excitement about beauty products is going beyond makeup and skincare, with brands like Olive & June enticing consumers to try its range of nail polish and nail care systems by using referral and member-only discounts. Founded in 2012, Olive & June is a salon in L.A. that launched a line of manicure products in 2019, making it easier for women to give themselves manicures. (The pandemic saw a rise in consumers choosing DIY options for self-care, including nails, hair and skin.) Olive & June products can be bought directly from the Olive & June ecommerce platform, with perks and discounts offered for taking various actions, including getting a free polish for referring a friend, and free shipping plus 10% off all orders for becoming a member of the “Olive You Club.” To get the latest on new products, Olive & June shoppers can subscribe to the Olive & June newsletter, creating an opportunity for the fresh-faced brand to populate its customer database and leverage first-party data to reach consumers across a mix of digital channels.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    • Previous Article

      Wedding Registries Say “I Do” To Lifetime Customers With The Help Of Web Push Notifications

      Wedding Registries Say “I Do” To Lifetime Customers With The Help Of Web Push Notifications

      Retailers offering wedding registries can engage consumers with web push notifications to deepen connections and help increase their lifetime value.

    • Next Article

      What Weight Loss Advertisers Should Do Now That Pinterest Has Banned Weight Loss Ads

      What Weight Loss Advertisers Should Do Now That Pinterest Has Banned Weight Loss Ads

      Pinterest announced it is banning weight loss ads from its platform, continuing Pinterest’s push towards a positive environment for users and advertisers.

    Other content in this Stream

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • Getting Started With Push Marketing
      about 2 years ago

      Getting Started With Push Marketing

      Learn how to get started with web push notifications, including how to install, how to collect subscribers and what data is tracked.

      Read Article

    • 3 Innovative & Reassuring Email Marketing Campaigns Driving Higher Education Interest
      about 2 years ago

      3 Innovative & Reassuring Email Marketing Campaigns Driving Higher Education Interest

      As application season nears, some higher education institutions around the country are deploying email marketing campaigns offering positive and tailored solutions to address concerns some incoming st

      Read Article

    • CPG Brands Prioritize Engagement & Data Collection Alongside Brand Awareness & Sales
      about 2 years ago

      CPG Brands Prioritize Engagement & Data Collection Alongside Brand Awareness & Sales

      CPG brands are getting increasingly innovative, implementing mobile-first campaigns and technology like AR that encourages consumers to engage and take action.

      Read Article

    • What Is Push Marketing, And How Can It Enhance Audience Engagement?
      about 2 years ago

      What Is Push Marketing, And How Can It Enhance Audience Engagement?

      Learn more about what push marketing is and how it can help bolster existing marketing efforts to better connect with consumers.

      Read Article

    • How Publishers Can Leverage Push Marketing To Grow, Engage & Monetize Website Traffic
      about 2 years ago

      How Publishers Can Leverage Push Marketing To Grow, Engage & Monetize Website Traffic

      Push marketing is a valuable resource for publishers that can help re-engage audiences, increase site traffic, improve on-site ad performance and provide additional monetization opportunities.

      Read Article

    • Wedding Registries Say “I Do” To Lifetime Customers With The Help Of Web Push Notifications
      about 2 years ago

      Wedding Registries Say “I Do” To Lifetime Customers With The Help Of Web Push Notifications

      Retailers offering wedding registries can engage consumers with web push notifications to deepen connections and help increase their lifetime value.

      Read Article

    • What Weight Loss Advertisers Should Do Now That Pinterest Has Banned Weight Loss Ads
      about 2 years ago

      What Weight Loss Advertisers Should Do Now That Pinterest Has Banned Weight Loss Ads

      Pinterest announced it is banning weight loss ads from its platform, continuing Pinterest’s push towards a positive environment for users and advertisers.

      Read Article

    • Is Push Marketing Right For My Website?
      about 2 years ago

      Is Push Marketing Right For My Website?

      Push marketing can be a solid addition to a digital marketing strategy with its ability to boost performance across verticals, amplify existing marketing efforts and support monetization opportunities

      Read Article

    • As Auto Insurance Rates Rise, Refined Customer Acquisition Strategies Support Growth
      over 2 years ago

      As Auto Insurance Rates Rise, Refined Customer Acquisition Strategies Support Growth

      As auto insurance premiums rise, advertisers must be transparent and reach consumers at the right moment with promotions and options.

      Read Article

    • Restaurants Can Scale Customer Acquisition With Loyalty & Reward Programs
      over 2 years ago

      Restaurants Can Scale Customer Acquisition With Loyalty & Reward Programs

      Fast food and QSR loyalty and rewards programs can offer an array of benefits, including customer acquisition and retention.

      Read Article

    • How Publishers Can Scale Monetization Efforts Using Push Marketing
      over 2 years ago

      How Publishers Can Scale Monetization Efforts Using Push Marketing

      Publishers can expand monetization efforts by engaging in push marketing and deploying monetized push notifications that engage audiences on desktop and mobile devices.

      Read Article

    • 8 Reasons Digital Advertisers Should Deploy Automated Web Push Notifications
      over 2 years ago

      8 Reasons Digital Advertisers Should Deploy Automated Web Push Notifications

      Advertisers can save time and scale marketing efforts with automated push marketing campaigns. These automated campaigns can retarget consumers at different phases of the buyer’s journey.

      Read Article

    • What Is TikTok Jump?
      over 2 years ago

      What Is TikTok Jump?

      TikTok Jump will welcome third-party providers to help build upon the content that creators can currently share with users.

      Read Article

    • The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends
      over 2 years ago

      The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends

      Houseplant collecting is very hot right now, and brands are reaching consumers across channels with promotions, subscriptions and social media strategies.

      Read Article

    • Restaurants Should Advertise To Diners Both For Takeout & In-Person Dining
      over 2 years ago

      Restaurants Should Advertise To Diners Both For Takeout & In-Person Dining

      As the country reopens, restaurants, including quick-serve restaurants and fast casual dining, are deploying digital strategies to engage hungry diners.

      Read Article

    • What Are The Best Times To Post On Social Media?

      What Are The Best Times To Post On Social Media?

      As consumers continue to utilize social media for news, product discovery and connectivity, brands & advertisers must adjust their strategies to increase user engagement and activity across platforms.

      Read Article

    • How Roofing Companies Can Scale Customer Acquisition With Digital Advertising
      over 2 years ago

      How Roofing Companies Can Scale Customer Acquisition With Digital Advertising

      Roofing companies need to be visible when consumers are on the hunt.

      Read Article

    • 6 Ways To Re-Engage Ecommerce Consumers With Web Push Notifications
      over 2 years ago

      6 Ways To Re-Engage Ecommerce Consumers With Web Push Notifications

      Advertisers looking for new ways to directly engage ecommerce consumers can utilize push marketing to send personalized messages to drive website traffic, conversions and more.

      Read Article

    • Period Product Marketing Can Be Positivity-Focused, Shame-Free And Effective At Scaling Sales
      over 2 years ago

      Period Product Marketing Can Be Positivity-Focused, Shame-Free And Effective At Scaling Sales

      Several brands embrace period positivity and an unapologetic approach to offering menstruation products that resonate with consumers.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.