Understanding your audience and what’s trending in their world allows you to make smarter decisions about your marketing. Our tailored trends process gathers rich insights on market opportunities and audience targets. Data and insights are shared with clients and within Beamly in engaging, narrative formats. We make specific recommendations for audience targets to activate across media and then monitor performance to hone the targeting. Through a rapid test and learn cycle, your campaigns connect to consumers to drive performance.
The Brief: Use social listening and trend forecasting learnings to identify key trends for an exclusive lip gloss collection in partnership with ULTA. Beamly’s Approach: We identified Macro Trends and Micro Trends to give predictive context around colour/shade trends to expect for the new season. The team utilised Social Listening to analyse historical trends within the lip gloss category and analyse the competitive landscape around lip gloss shades, finishes, and social content marketing. Social Listening was also used to conduct a retailer analysis on ULTA to understand their social consumer perception as it relates to the lip gloss category.
The Brief: To identify opportunities in the beauty category for technical innovation and disruption that meets consumers’ needs. Beamly’s Approach: Using a tailored Jobs to Be Done methodology, we researched the unmet needs of consumers across four geographies. Through both qualitative interviews and a quantitative survey of 3,600 consumers, we were able to identify and rank 72 jobs. The key one? That people don’t want makeup – they want to look the way they want. These results provided critical input to award-winning technical innovations, like My Makeup Artist.
Global Hair Brand Manager
Marketing Manager, Mass cosmetics brand
Research lead, US cosmetics brand