The beauty industry has undergone so many changes over the past few years. These changes are seen along with how fast technology has taken over the world by a storm. It seems like “going mobile” has become an obligatory trend to follow in order to survive in the business world because people nowadays tend to seek for versatility and simplicity when it comes to buying their needs, including beauty products. Well, it turns out that mobile technology, or specifically e-commerce, has it all in one complete package.

E-commerce has changed the behavior of purchase, especially in the beauty market. Some of the customers who used to be perfectly satisfied buying makeup or skincare directly at offline stores have converted to buy it online. In Indonesia, there are lot of Korean beauty brands that we might find it hard to find the offline store, but in beauty e-commerce, for example, Althea has become the beauty e-commerce for all Korean makeup and skincare products that we couldn't possibly purchase it without flying to Korea. Another example of Indonesia’s beauty e-commerce on the rise is Sociolla. Most of the local indie beauty brands that you can't find offline or might not have the offline store yet, you surely can find and purchase it through Sociolla. This beauty e-commerce has been the helper & the gather of any kind of beauty brand from the international market and local market, to make the customer easier to reach any kind of beauty brand that offline stores couldn't provide.

As an industry who used to sell its products offline, we might have some concern about buying makeup or skincare through e-commerce means, that the customer won't be able to have the opportunity to touch, smell, or even try the products before they buy it. That's why beauty e-commerce needs to utilize visual and have a clear-detailed product summary. The well-written product descriptions on the product detail page are essential in every beauty e-commerce.

Also, there are some activities that beauty brands do to convince customers about purchasing products online. One of the ways to convince beauty shoppers is using the beauty vlogger and blogger to promote and give a positive review of the product and leads the customer to purchase it online. Acknowledge them that free samples could also get it from purchasing online. Some beauty brands also do online product launching where their customer can pre-order on their website, to gain customer trust and make a purchase online.

To optimize sales in beauty e-commerce, there are some strategies that brands could use. First, a brand can optimize the social media content strategy. Boost product awareness by collaborating with Beauty Bloggers and vlogger, either by giving positive reviews about the products, do the one brand makeup tutorial, etc. Then, we can set up communication with the customers by guide the customers to purchase it online through e-commerce with extra discount code that customers can redeem at the checkout process. Additionally, a brand needs to leverage social channels, such as Facebook, and Instagram ads through Instagram stories or feed ads to reach target customers.

Second, make it more personal to the customers by knowing the exact needs and type of makeup or skincare that most customers interested to purchase. Provide a product review section on e-commerce is a must. Gain and enlarge the community inside the e-commerce platform also enables more trust, awareness, and traffic in return for the brands.

What we can learn through this development is that we have to embrace technology to make the industry going forward and stay competitive at the same time. The beauty e-commerce landscape is always changing, as customers become savvier and thirst for a more digital experience that closer towards physical experience. 

Author: Nia Anggriani Azis (Account Manager)