by Alexandra Charbonné and Arnaud Caplier
From skincare to self-care
For the beauty industry, as for the world, 2020 was undoubtedly the most challenging year of the last decade. Because of the COVID-19 pandemic, brands had to reconsider their communication with their audience and adapt their engagement strategies in the context of lockdown. Pampering and cocooning images, as well as self-care and colorful studio style photos have emerged as the newly engaging visual codes.
This specific year 2020 has constrained beauty content creators to step out of their comfort zone and dive deeper into digital-channel communication.
TheContillery used its AI technology to analyze the most engaging visual trends in 2020 and share with beauty brands which ones to invest in for the year to come. The insights presented below are the result of a systematic analysis of the visual communication of 1000+ beauty brands on social media in 85 countries, from 2018 to 2020.
Shelf still on top
This year again, shelf display has been a very engaging visual code in beauty. Since 2018, indie brands have been successfully relying on this code which helped them to showcase their complete skincare range. Various products, color mixes and authentic lifestyle vibes seem to have a powerful impact on their audiences.
For the past three years, shelf display has been one of the top three most engaging codes in skincare, and it is still strong enough so brands can leverage it for the year to come. In 2021, skincare brands should continue to stick to shelf to the shelf to showcase their product range.
Regardless of brand positioning - from indies to luxury - shelf is still, by far, one of the most powerful visual codes to attract audiences and ensure high levels of engagement on beauty visuals.
Tagline part of indie brands’ DNA
New indie brands have proved over the past few years that they are true digital natives, effectively mastering their online visual strategy. From Drunk Elephant or Herbivore Botanicals to Fenty Skin, visual content from indie brands is the most powerful right now. They were able to establish hit visual codes and trends like:
- An open (rather than closed) face-oil dropper
- Skincare range on shelf
- Colorful associations of products and textures
Indie brands have also got into the art of creating a relationship of connivance with their audience. With taglines and slogans, indie brands have found a very effective way to create a strong engagement and interaction with millennials and Gen Z audience.
After 2019’s impressive results for tagline visuals used by indie brands, all categories of brands ranging from mainstream to luxury have tried to integrate this code, hoping for a positive response from their audiences. Perhaps because of a lack of coherence or consistency, the result was mostly the opposite.
TheContillery has analyzed the past three years of tagline content from the most influential skincare brands over the world. Analyses are quite clear: Premium and luxury brands should probably stay away from tagline visuals and invest in other types of creative content. In contrast, at the other end of the spectrum, this code should be considered by young brands, especially the ones targeting Gen Z.
The power of texture
Showcasing texture was still a good way to ensure high engagement levels in 2020. The most compelling texture image classes engage up to +141% more than the average. Better than any creative option, playing with the product texture is a way to stimulate our senses beyond our sight. With cream and oil especially, texture lets your audience imagine the smell, feel the texture and the pleasure provided by the product. In a way, showcasing texture is the closest to a genuine hands-on consumer experience with the product.
Reliability of studio photo make-up visuals
The worldwide pandemic hit the make-up category harshly in 2020. During lockdown, consumers quickly put their make-up products away in favor of bare skin. However, audiences had a lot of free time at home during this period and have been receptive to good quality pictures and studio photo visual content.
From indie to luxury, from complete collection to palette, the studio photo style is highly appreciated by audiences of makeup. It is one of the main ones to rely on for 2021.
Confirmation of powerful visual trends, emergence of new ones, in a lot of aspects 2020 was an interesting year.
For skincare, shelf confirms its position as the one of most engaging visual codes and should also ensure a strong engagement response in 2021. Moreover, showing texture in visuals has started revealing its creative potential while highlighting the link between products and self-care routines. Regarding make-up category, palette and collection showcases still seduce audience, and brands should keep working on this in the year to come.
In 2020, some visual contents maintain their high level of engagement, even with a negative impact on the category due to the COVID-19 pandemic. A specific subject that TheContillery will describe in a complementary article. So, if you do not want to miss Part 2, feel free to subscribe to our newsletter.