In brief
Beauty brands need engaging, useful apps beyond shopping alone to help consumers remember them. Nail polish colour matching, makeup tutorials and makeup previews can attract users while promoting the brand’s products.
Today, smartphones have become an indispensable part of everyday life, and mobile apps come in countless varieties. Businesses across all industries should seize the opportunities presented by the mobile boom. In the beauty industry in particular, where competition is fierce, an app for your own brand can make a decisive difference.
Shopping apps are nothing new to the beauty industry. But will consumers use these apps when they are not shopping? The answer, of course, is no. A shopping app alone is therefore not enough. You need an app that is both engaging and useful to help consumers remember your brand.
L’Oréal Paris once launched an app called “Color Genius – L’Oréal Paris” to help consumers choose nail polish colours that best complemented their outfits. This was a very effective marketing strategy: as people used the app, they also remembered L’Oréal Paris.
Beyond apps that help users match nail polish colours, other possibilities include makeup tutorials and makeup previews. These useful features can attract users while promoting your own products, helping you achieve the goal of marketing through mobile apps.