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June 21, 2012

Digital Marketing in Global Beauty and Personal Care

Major players in the beauty and personal care industry are expanding their market strategies through social media. However, many companies are also developing their own mobile websites and smartphone apps. Irina Barbalova, global head of beauty and personal care research at Euromonitor International, explains that mobile phone penetration in emerging markets such as China, India, and Russia will be higher in upcoming years than internet-enabled computers, so mobile marketing for beauty and personal care companies cannot be ignored.

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Mobile visits to our health and beauty community (www.realself.com) have increased significantly in the past year, with 37% of visits coming from a device. Our mobile usage growth rate is outpacing the overall trend in mobile/smartphone adoption. In our case, the hypothesis is that mobile provides a new level or privacy and intimacy that is desired when exploring "whisper topics" like Botox or cosmetic surgery.

Our perspective is that the starting point for reaching the mobile consumer should be to make sure the website is mobile browser friendly and optimized. Many companies jump to the conclusion that Apps is the first place to invest in mobile, while forgetting that their main website is often entirely useless because they've built it with Flash.

how can digital marketing help b2b sector...?

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