DTC Beauty Brands Doing Well Amid Pandemic

October 29, 2021
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The beauty products and the respective brands are comprehensively capturing the market. People these days are more concerned about how they look and how to present themselves in front of others.

They try to maintain their skin texture and keep updating their wardrobe. The Direct-to-Consumer approach is the best way to attract the audience, and sometimes it focuses on the specific audience category.

Despite pandemic, the Direct-to-Consumer approach in the makeup industry is booming. The pandemic has made people sit at home for safety measures and fulfill all the requirements through Online platforms. The market has been shifted online to serve the needs of the people.

The benefit of Direct-to-Consumer is covering the market in a significant way. The audience gets the products directly from the manufacturer at a low price or with an added discount. While dealing with the manufacturer, a customer receives all the information and ideas about stock or future updates of the respective brands.

The drastic shift in the purchase from offline to online during the pandemic first dropped to some level. Later on, gradually, it took a lift in the curve with 10% every month.

Not all beauty brands are booming. Some of the products like hair serum, spa tools, hair color, and blue-light-blocking skincare products have targeted the market in a significant way.

Blue-light blocking skincare products are more in trend as people have realized their time behind the screens.

DTC brands and their success stories

The shopping from home has spiked the sales. As per the report, Direct-to-Consumer skincare and wellness brand, Tula, has shown 400% sales at the time of the pandemic.

Consumers these days are more focused on health and investing in wellness brands despite being at home. With the change in the market, there is a great demand in the country.

People couldn’t step out to the salon and look after themselves. So, they bothered to get all the grooming kits at home to benefit from it through the digital platform. To serve the customer requires the company to hire 20 more people as per Public Goods founder and CEO Morgan Hiresh.

After getting such effective and affordable service, the question is whether the market will run in the same way as it is running right now. This remains a question. After the reopening of markets, the online and offline platforms are working hand-to-hand.

According to Sachs, the market will take time to be expected; such a pattern may follow for a long time.

DTC Beauty Brands and its advertisement

The brand advertisement is in pinnacle through a different model. The amount that has been spent on promotion was up to 79%, and other modes have different percentages for ad campaigns. Advertising with the help of television was doubled by Aug 2019; while considering Podcasting, and the spending has reached $1million in August.

Here are some of the DTC beauty advertisers’ names that have touched the top ten list.

  • Manscaped
  • Harry’s Shave
  • ProActiv
  • Billie
  • Hims
  • FabFitfun
  • Hair Club
  • Function of Beauty
  • Curology
  • Native Deodorants

These brands focus more on Haircare, skincare, and shaving supplies to capture the market. It is noticed that Direct-to-Consumer cosmetic brands have reached 33%.

Beauty Brands are attracting the targeted audience with good messages that try to change the market and mindset of the people too. The beauty brands grab 90% of the market, and as per the skin’s texture, the sales are high.

The plan for change post-recovery

  • Product trial: In the aftermath of the Coronavirus outbreak, consumers may feel reluctant to test beauty products in-store because they are afraid of contamination. The retailers would benefit from offering digital tools and augmented reality technology that would allow shoppers to virtually try on products or sample products on an individual basis versus in a group setting.
  • Analyze demand-lacking channels: After economic recovery, beauty product and service demand will be high in many media such as salons, spas, and the hospitality industry. While the sector recovers, brands should proactively create a plan to meet customers’ demands, and channels impacted the most.

According to the latest report, brands that provide comfort and trust seem to be doing well despite the pandemic. For brands to succeed in the future, it is crucial to engage with consumers, offer innovative products and services, and earn their trust. We hope this article has given you enormous information regarding the DTC beauty brands and has tried to change the operation of the market slowly but gradually. Most probably, Online or digital platforms are more trending and easier to access the stores just a click away.


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