Jergens’ current marketing efforts heavily rely on the promotion via creators and their experience to appeal to Gen Z beauty consumers.
Although the skincare brand has always relied on traditional campaigns and recommendations within the family circle, it now engages with influencers and creates experiences to be able to keep up with the times. (Net Influencer)
How Creator Experiences Help Jergens to Modernize
The company used the conventional advertising method and trusted recommendations from relatives and close people for decades. Unfortunately, the changing attitude towards marketing and beauty has made them reconsider their approach.
Nowadays, they focus not only on traditional campaigns but also invest in the promotion and experiences that involve the active interaction between the creators and their followers and customers.
According to the research conducted by specialists from the industry, consumers under the age of 30 often prefer influencer recommendations over celebrity endorsement. (Global Cosmetic Industry)
The Significance of Creator Experiences for Modern Brands
Modern beauty brands rely increasingly heavily on creator marketing and the recommendation of products on different platforms since younger generations of consumers appreciate authentic content more than anything else.
The research shows that Gen Z buyers are actively involved in influencer activity in platforms such as TikTok, Instagram, and even YouTube. Moreover, it is known that the recommendations of creators often affect beauty purchases made by younger consumers. (Global Cosmetic Industry)
In addition, Jergens uses creator experiences to make themselves feel more contemporary. For instance, creators can:
- Try out the product in the real world;
- Create content with genuine opinions about the product;
- Attend events and other promotional activities;
- Form emotional connections;
- Engage on social media platforms.
In turn, these actions will allow them to engage customers better. (Net Influencer)
Jergens Launches Campaign Focused on College Students
Among the new initiatives launched by Jergens recently, there is an interesting self-tan college campaign called Self Tan U.
It involves influencer activities on the college campuses, as it is expected to reach the audience aged 18-22. (People.com)
Particularly, influencers appear at events on college campuses and demonstrate products. As a result, it is expected that the campaign will allow the brand to reach Gen Z audiences much faster.
Why Influencers Play Such a Vital Role in Marketing
The beauty industry is one of the niches where influencer marketing works best.
Statistics show that beauty and skincare are some of the products bought due to the recommendations of creators. (Bazaarvoice)
Experts claim that influencer marketing has become popular among beauty brands because the audience likes to:
- Watch product demonstrations
- Read real reviews about it;
- Look at before and after photos and videos
- See tutorials related to it
- Learn about user experiences
Consequently, the brands that have existed for quite a while, including Jergens, should pay attention to the creator community to succeed. (Theseus)
How the Growth of Social Commerce Will Benefit Jergens
Social commerce is another concept that affects the brand.
In fact, platforms such as TikTok and Instagram allow consumers to buy various beauty products via the content posted by creators. (Kadence)
Given that young buyers usually decide to purchase something when seeing it recommended by an influencer, the use of the mentioned method could lead to sales and brand improvement.
According to the experts, influencer campaigns are more effective than digital marketing campaigns on platforms such as Facebook and Instagram. (ScienceDirect)
The Importance of Creator Engagement for Free Zone Companies
The described example of a brand shows that the modern market trends can have a great impact on the marketing strategies of companies in UAE free zones.
The increasing role of influencer and social commerce forces brands to adapt to changes and create relevant campaigns to promote products and engage the audience effectively.
Thus, businesses can benefit much by adopting new approaches to the promotion and engagement of customers.
Final Words
To conclude, the chosen brand shows how modernization occurs within the beauty and skincare industry.
Using influencer marketing, Jergens tries to promote its products more actively among younger consumers and increase popularity and credibility in the niche.