As we have already explained to you in other articles, the cosmetic and dermocosmetic sector is booming. And it is expected to continue to grow in the coming years.
In fact, it is expected that between 2021 and 2025 the beauty sector will have grown by 14% worldwide.
So if you have a cosmetic or dermo-cosmetic brand, don’t miss this moment to carry out Marketing and advertising campaigns with which to surprise your audience and leave them speechless!
Keep in mind that in summer the habits and behavior of people change.
During these months the temperatures rise and between the heat and the humidity, the skin suffers more. In addition, people spend the day on the beach or in the pool. So there are many hours of exposure to the sun.
For this reason, in summer people look for products, both for children and adults, with which to care for and protect their skin and hair from the effects of summer. Whether with creams, protectors, makeup, shampoos, softeners…
Keep in mind that industry trends are changing. But with our “Market study and business opportunities in the dermocosmetic sector You will be able to know all the news of the industry. And much more!
For this reason, today we wanted to inspire you with a compilation of the best campaigns for cosmetic and dermo-cosmetic products carried out in summer. Keep reading!
7 examples of campaigns for cosmetic and dermo-cosmetic products to carry out in summer according to the objectives of your brand
Starting in spring, cosmetic and dermo-cosmetic brands are already beginning to prepare their most summery campaigns with which to achieve their business, marketing and communication objectives.
Of all of them, we have made our Top 7 examples of summer campaigns with cosmetic and dermo-cosmetic products designed to achieve specific brand objectives. Take notes!
1. Reposition the brand
On many occasions, dermo-cosmetic brands tend to have a more rigorous and truthful image. However, that doesn’t mean you have to create serious and boring campaigns.
For this reason, Isdin has launched a campaign for this summer with which it intends to reposition the brand.
Under the concept “Empty it and fill it with magical moments”, Isdin has launched its new Fusion Water Magic facial sunscreen, which invites people to enjoy the summer.
The creative idea of the campaign is to invite everyone to enjoy summer and the magical moments that it offers us every year. In addition, it is accompanied by a melodic version of the Queen theme “It’s a kind of magic”.
It is an international campaign with different audiovisual pieces that have been disseminated in traditional and digital media. In Spain it was launched in mid-May.
In addition, the campaign has been continued on its website to increase the visibility of the points of sale in pharmacies.
What we like most about the ad is that it has the essence of summer campaigns from other different sectors such as Estrella Damm or Coca Cola.
So it contains the necessary ingredients for an authentic summer announcement. What do you think?
2. Sell a seasonal product
Seasonal products have their peak at a specific point of the year.
So it is important to launch it in the months of consumption that it touches and take advantage of the pull with a good campaign! Since you only have a single opportunity to increase sales.
For example, Goa Organics has hair treatments that are more in demand in the summer months.
So the vegan brand of hair products has launched a new campaign to promote its collection of products for the summer, from its hair treatments to accessories for its care.
The star product is Softy Mood, a Keratin treatment that eliminates frizz for up to 12 weeks. So just before summer is the perfect time to get this treatment and look great all summer.
The brand has been preparing the campaign since spring, which has already been launched in digital media: social networks and the website.
In addition, it has 2 audiovisual pieces under the name #chapter1 and #chapter2. The ads, in a fun way, refer to two great universal problems: frizz and the dream of perfect hair.
Goa Organics’ campaign is an example of the importance of launching the perfect product at the right time. What do you think of the campaign?
3. Increase Engagement with the brand
Summer Marketing and advertising campaigns can also help you increase the Engagement of a specific generation.
This is the case of Nivea, which with its latest campaigns has wanted to reach theTarget young people between 18 and 35 years old, increase their consideration and publicize the versatility of their products.
And it is that since its inception, Nivea has been investing in Marketing and advertising. And he never ceases to amaze us with his campaigns!
To do this, in 2022 he decided to bet on “Nivea creme, always with you” a 100% digital campaign based on programmatic planning, in which he put the consumer at the center to develop a 360° digital campaign through social media, online video, Display andEcommerce.
More than 100 different content produced by both the brand and the selected influencers were used in the campaign.
In total, more than 30 influencers on Instagram and TikTok participated. Among them, Cristina Pedroche, Carmen Lomana, Noemí Salazar, Pretty and Ole, Monismurf, Itsbellido, Michenlo, Bonbonreich and Davide Morana. In addition to more than 400 microinfuencers.
The campaign added millions and millions of views and total interactions between Instagram and Tik Tok.
Such was the success that for this summer 2023 the same creative idea has already been launched, repeating with theinfluencers one more time. We’ll see if it’s as successful! For sure yes!
4. Claim with brand values
Cosmetic and dermo-cosmetic brands also struggle to transmit and claim the values of the brand. And Pantene is an example of this!
This campaign was launched in 2020, which sought to recognize the power of hair to express identity and convey the message that hair has no gender.
The ad was launched on YouTube and featured trans and non-binary advocates from around the world, sharing their stories of how the support of their respective families has allowed them to be themselves.
Well, for this summer’s announcement of hair Pantene Spain have been based on the same creative idea, to show that hair has no gender.
For its campaign, the brand has brought together celebrities and influencers. The ad features Paula Echeverria, Violet Mangriñan, Rossy de Palma, Daniel Santiago and Desirée Vila.
In addition, a Trend has been created on Tik Tok with the song of the announcement together with Paula Echeverría, Ángela Mármol and Monismurf.
@pelopantene Pantene’s summer trend is here! ☀️ Do you dare to do it? We are looking forward to see your videos 🤍 #PeloPantene #RescatePantene ♬ original sound – Pelo Pantene
Hair emergency? Pantene Hair! What do you think of the Pantene campaign for this summer?
5. Build user trust
Conveying confidence and being close to the public is another of the needs of cosmetic product brands. Keep in mind that trust is key to increasing sales. If there is no trust, there are no sales!
This is something that Rare Beauty, Selena Gomez’s brand, has done very well, which since its inception has not stopped succeeding. In large part, thanks to Instagram and Tik Tok where users have not stopped commenting and recommending their products.
In addition, Selena Gomez herself has delivered to her audience and has worked on several campaigns since its launch, in which she herself shows the use of her products with the famous GRWM “Get Ready with me”.
The brand has a very clear value proposition, “Makeup made to feel good, without hiding what makes you unique.” Plus, 1% of all sales go to support mental health.
YouTube ads with Selena Gomez add more than 20 million views, without adding in other social networks.
In 2023, Rare Beauty has managed to be the brand of an artist with more from social networks, with a total of more than 44 million dollars. Ahead of Fenty Beauty, Rihanna’s brand that has been in second place.
The brand is an example of the importance of being present and showing the use of your products on social networks if you want to get closer to theGen Z.
So… Do you dare to do a “Get Ready With” Me with your cosmetic brand?
6. Increase brand visibility
Glossier is one of the cosmetic brands that has grown the most in recent years thanks to advertising on social networks with which it has achieved its main objective: increasing brand visibility.
For its summer 2022 campaign, it featured the singer Olivia Rodrigo as the brand’s first ambassador.
The campaign called “You Look Good” casts Olivia in candid portraits taken by photographer Stevie Dance. Showcasing a variety of the brand’s popular products, including Boy Brow Shaper, Pro Tip Eyeliner, and Ultralip Moisturizer.
This is how the brand has achieved income of between 200 and 500 million dollars thanks to its advertising campaigns and to working very well with User Generated Content (UGC).
What do you think of this campaign?
7. Position the brand
La Roche-Posay is an example of a dermo-cosmetic brand that has worked very well on brand positioning. Until getting to be in the Top Of Mind of people, both in the national and international markets.
On this occasion, for the launch of its product “La Roche-Posay Anthelios” a protector against UVB, UVA and infrared rays, different digital advertisements were made in different countries.
In Portugal, this ad was created showing people on the beach protected from the sun under the shade of the Antihelios sunscreen, making reference to the product’s protective power.
And in Serbia, an Instagram ADS and web campaign was also launched to promote the same product.
The creative idea was the same, to show how the product protects two people who are sunbathing on the beach from the sun.
What do you think of this campaign? We love creative advertising!
And here is our compilation for today! Did you know all the campaigns? Which one did you like the most?
If you want to do a summer campaign with cosmetic or dermo-cosmetic products, but you have doubts,contact us! Y te ayudaremos con todo lo que necesites.
Sources: Fashion Gone Rogue, Harpers Bazaar, El publicista, Business Insider, Be Hance.
