Challenging The Business of Beauty
Welcome to Selicious, a beauty focused creative digital & tech consultancy with socially conscious agenda; to shift the mindset of beauty marketers in accepting responsible beauty messaging and marketing.
KNOW YOUR AUDIENCE
How well do you know your audience?
How do they make sense of their journey thru the clutter of beauty brands in the marketplace ?
In understanding your audiences purchase behaviour for various cosmetic and skincare products, brand owners should keep in mind that each individual's journey is unique and the genesis of a journey map is the customer insight.
We work closely with our strategic research partners to make sense of relevant consumer data to provide your beauty / skincare brands with valuable market insights with the intention of understanding what are consumers of today looking for, identifying gaps in the seemingly saturated beauty & skin care market place.
DIGITAL ENGAGEMENT STRATEGY
While Bobbi Brown posts everything from sailing to holiday shopping, Chanel remains Chanel-centric.
While Bobbi engages directly with consumers on Twitter, Chanel does
the exact opposite by not following anyone on Twitter.
Shiseido uses Shiseido AI chatbots which aims to act like a online beauty consultant.
So, which of the millions routes on social media & digital is best for your brand? Are you able list all your brand touchpoints?
If you are, you'd discover that not only are those touchpoints a complicated intertwined matrix but that a number of those touchpoints aren't 100% under your brand's control.With this level of ambiguity and lack of control, how then can beauty brands make every touchpoint an opportunity to engage customers as individuals vs a mass broadcast?
BRINGING YOUR BRAND TO LIFE
Creativity in today's context, needs to be "fit for purpose and fit for platform". Looking at the shopper journey in a tradational liner fashion, is no longer a viable option for beauty brands.
No matter how you look at it, the shopper journey can be a complicated matrix of touchpoints spanning across online and offline channels.
And to complicate things further, consumers are not likely to connect across all of these platforms, as such, we understand the pressure marketers face with limited budgets and the need to decide which consumers moments truly matter and push their agencies to build creative assets and ideas that resonate with their target audiences.
Strategic Insights + Creative Direction = Innovative Business Solutions
ACHIEVING YOUR BUSINESS AND MARKETING OBJECTIVES
At Selicious, we work with local, regional and global beauty brands of all shapes and sizes.
We are brand and communication archaeologists. We uncover the key tenants of your brand, polishing those stories so they rise to the surface and become clear for consumers to see. Our strategic process & consumer insights turn the often subjective creative process into an objective one. The results have been attention-getting, and revenue-generating for our clients.
BUILDING A COMMUNITY ONLINE
REACH. ENGAGEMENT. AMPLIFICATION.
WHO. WHY. HOW.
Influencer marketing strategy and communication frameworks have evolved to become central to brands’ amplification strategy, both on and offline. The questions that we get asked most often by brands is "How and who should we engage?" "How much control would I have over the influencer's content output for my brand?" "How can I be sure that this will be a success?"
DIGITAL AD SPEND
SOCIAL SEO PROGRAMMATIC
If you have a limited budget and don't know where to start, always begin with studying and learning from your existing digital data.
We've helped many brands declutter from the layers of ambiguity that arise from compounding digital data, insights and analytics to craft a clean strategy for social performance marketing that will allow for campaign optimisation.
MEASURING YOUR SUCCESS
DEFINING KEY PERFORMANCE INDICATORS
Only track the metrics that matter.
For every beauty marketing brief we receive, the most common trend observed is the struggle marketers face in defining what success looks like; on a campaign or an always-on strategy. We approach this on both a macro and micro level for each brand by first, clearly outlining each brand's annual business objectives and how that translates into the short, medium and long term tactical marketing and promotions strategy.
This strategy will form the back bone for designing relevant KPIs for each campaign or always-on strategy.