The beauty industry has become heavily saturated with influencers and vloggers creating content such as tutorials. Probably every brand you can think of has embraced influencers to create content for their products, from Clinique to GHD.
For Australian beauty store, MECCA, who stocks whole range of these brands, the influencer revolution needed to be addressed in some way. So, 3 years ago, they launched their digital community, known as MECCA BeautyJunkie.
This digital marketing strategy adopted by MECCA simply makes sense. First of all, through the delivery of this campaign it is clear that they have a strong grasp of who their audience is. 7 of MECCA’s ‘in-store hosts’ have been designated to be the faces of this digital campaign.
The company places great importance on the in-store experience, so by incorporating their store hosts to deliver beauty information, customers are entitled to a seamless experience. The information they absorb through Mecca Beauty Junkie content creates a sense of familiarity and trust for customers, who are used to be looked after in-store.
In addition to this, the Beauty Junkie campaign promotes online purchases. Personally, I am always very reluctant to purchase beauty products online, without having tested the product before. Once you test a product, such as foundation, purchased online it is too late to return it!
So, having the Beauty Junkies, who are experienced and knowledgeable MECCA staff, provide information and tips about a range of products can instil confidence in customers to make online purchases.