digital marketing in beauty and jewelry

Mobile Strategies for Beauty and Jewelry Brands

In pursuit of closing the gap between the sale and the customer, beauty and jewellery brands are increasingly entering our digital private zones - by creating branded mobile apps and permeating social networks.
Way to go for retail brands
A growing trend of integrating global retail market with new technologies helps solve problems in three main directions:
Amazing, amusing, and engaging customers. It positively affects number of visits. This goal can generally be achieved with banners and all sorts of interactive panels.
Helping customers to make a choice and actual purchase. This direction is known as the most varied, from tablets and smart mirrors to robotic shop assistants.
Raising business efficiency. Electronic price tags and showcase, e-commerce and social network-based product catalogs facilitate this.
We're going to look mostly in the second way - of assisting to make a purchase. Fashion and beauty retail is one of the main digital technology users. Each year there are more and more market players coming for digital technologies to help them fight for customers. Here's a glimpse of what kind of digital tech some of the world's leaders use.
Magic mirrors and smart tags
In 2014 Sephora introduced its augmented reality mirror powered by ModiFace. It allows visitors to virtually try on various shades of mascara, lipstick and blush.
Beauty brand Sephora has placed smart tags at showcases in some of their shops. Scanning such tag with your smartphone would give you full information about the product and feedback of people who tried it. Another example of Sephora's digital technology use is a smart mirror that helps to choose cosmetics. This mirror is a big touch screen divided in two parts. One shows face of a user, another one provides list of different shades of products a buyer would like to try on. You only need to choose a shade, and 3D technology would give you a real time image with the chosen color on your face.
The brand that nailed it
Fall 2015 SallyHansen released an app which is able to recognize nails on the user's hands and augment the real-time image with nail polish color.
If you know your clients, you know their frustrations. In the nail segment the frustration path looks like this: a girl buys some nail polish shade, anticipating for trying it on at home, and then that nude hue makes her nails look like straight-up skin, and she hates it and whole brand. Extremely unwanted scenario, isn't it? Nail gurus have already found a solution for this trial-by-purchase problem in digital technologies. Sally Hansen has recently introduced a new app ManiMatch, which lets virtually paint on nail polish from their e-catalog. There's no need to upload a photo or take a picture, though the apps augmented reality approach does use a phone's camera. All user needs to do is to launch the app and put his hand in front of the camera. It scans it and determines skin tone in order to provide color recommendations. The app paints the chosen color right onto user's nail on the device screen.
No need to imagine
Online jewelry and accessories market can only be successful with use of the hi-tech augmented reality.

You want to know why? Imagine your potential customer,his favourite watch completely died and now he needs to find something, which is at least not worse. He makes brief estimations, how many physical stores he can visit per day, trying on every item they have. Two-three stores. Whereas online 3D fitting room allows him try on every single model that he can find without leaving his house, or even during lunch break at work. Convincing argument, isn't it? Moreover, a customer online can apply filtering, which makes choice easier, and can't be that easily done in a physical store.

JamesAllen, a famous online jewelry retail company has studied all the benefits of online 360 degrees product view. The increase of ring purchase went up for 466% after developing a separate mobile site for jewelry and engagement rings shopping. They focused on high quality images and that gave them significant increase in traffic on mobile devices. Nowadays JamesAllen are open for any site updates and innovations that would help to make it more helpful for the mobile, time saving society.
Mobile AR for brands
At we understand constant pressure for innovation that beauty and especially more conservative jewelry brands are subject to.
Over 30% of Millenials are eager to virtually try on their purchase before ordering or going to store, according to Mintel. Already huge, their share will only rise with time, and brands need to surmount this trend before it becomes an industry standard.
Our research based on surveys and public testing shows that customers are 3 times more likely to buy after trying a ring virtually than just looking at a product page. That is why we have developed a range of iPhone apps - with Anrdoid versions coming later 2016 - for beauty and jewelry brands.

Here is how our Shop 4 Rings app works:
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