In 2015, the best selling beauty products won’t be the ones that marketed aggressively in magazines and in television ads. Rather, they will be the ones that marketed successfully on social media. In 2015, the best way for any beauty line to raise a product’s popularity is via an aggressive Facebook, Instagram, Twitter, and most importantly, YouTube campaign. Here are some of the best selling beauty products of 2015 so far, in addition to why they’ve been successful.
CeraVe Moisturizing Cream
Why It’s Been Successful: This basic, no-frills moisturizer has been sitting on drugstore shelves unnoticed for years. It’s always been a favorite of dermatologists, but it didn’t rise in popularity until it was discovered by a new brand of skincare devotees who share their knowledge online. Users on the Reddit forum “Skincare Addiction” began touting CeraVe as their top choice for a moisturizer that worked on just about any skin type. Beauty blogs took notice, with the product being raved about on XOVain and in YouTube beauty vlogs. This is an example of a brand that got lucky; CeraVe made no concerted effort to build its online popularity.
Macadamia Deep Repair Mask
Why It’s Been Successful: This pricey hair mask is now a must-have amongst beauty addicts and fashionistas. Noting the rise of YouTube beauty vloggers’ popularity, this brand was one of the firsts to send its product to these beauty gurus free of charge in exchange for a video review. Subscribers of these vloggers took notice and the mask has been hailed as the cure-all for just about any hair woe. The lesson learned is to take advantage of social media trends when they are in their infancy for maximum success.
Malin+Goetz Lip Moisturizer
Why It’s Been Successful: This unique lip moisturizer looks and feels like a gloss, but acts like an ultra-hydrating balm that can repair even the driest of lips. Its unique composition may have been a hard sell, but the brand used the increasingly popular monthly subscription beauty sample services to spread awareness of their product. Featured in popular monthly bags like Birchbox and Ipsy, the lip moisturizer became incredibly popular. Malin+Goetz succeeded by capitalizing on a popular online trend – in this case, online makeup sample subscription services – and capitalizing on it as much as popular. While you never want to completely saturate any platform, it is wise to take as much of an advantage of new opportunities as possible.