New product launch strategies embrace offline promotion

By Natasha Spencer

- Last updated on GMT

New product launch strategies embrace offline promotion
The online to offline (O2O) retail environment has led many businesses to create effective campaigns through digital platforms to entice consumers through the doors of their physical companies, but what is it about offline marketing techniques that are hugely appealing to beauty marketing strategies?

Two leading brands have constructed offline marketing strategies using different tactics to unveil their latest products. Thailand's anti-ageing and skin care brand, CAC'SA, and Japanese hair care developer, COSMOAI, have utilised offline outbound marketing activities. The impact of these offline tactics can also be supported and leveraged through online communication and collateral.

Awards: Embracing recognition

Award entries and competitions present a key advertising opportunity for brands looking for awareness and recognition through the celebration of their innovation or improved solution. Industry award entrants secure a considerable degree of this awareness and recognition through nomination alone, yet winners achieve the most respected and notable validation for their beauty development efforts.

CAC'SA selected this marketing avenue for its latest innovative anti-wrinkle and facial cleansing item. CAC'SA introduced its Facial Treatment Cleansing Serum-In-Oil, an innovative anti-wrinkle and facial cleansing product that contains the high quality extract SWT-7. SWT-7 is comprised of two individual extracts that emanate from Swertia Chirata from the Himalayas in India.

Swooping Thailand's OK! Beauty Choice Award 2018, CAC'SA boosts brand and product awareness around its anti-wrinkle and facial cleansing product.

Introducing itself as the first beauty product to offer the multifunctional abilities of facial cleansing and wrinkle-reduction, its Facial Treatment Cleansing Serum-In-Oil contains a host of natural ingredients which also incorporates argan oil, to stimulate keratinocyte proliferation to regenerate thin epidermis.

Store openings: The multifaceted launch approach

Premium Japan-based skin care brand, COSMOAI, used the opening of its latest Tokyo flagship store at Imperial Hotel to release its newest hair care offering. Multiple brands, both big and small, utilise opportunities such as a new store opening to maximise customer engagement and experience.

A store opening can enable brands to engage with existing customers, invite new prospective consumers through the doors, showcase existing product ranges, and also use the opportunity to upsell through a new release.

Specialising in skin revival and health care products, COSMOAI launched its new product, 18-Hair Care EX at the store opening. Its latest item is an oral pill that uses innovative formulas to overcome hair loss and improve hair health.

The hair care product formula works by inhibiting the overflow of oily peroxides and prevent inflammation, which, in turn, prevents hair loss. By using essences in its formulation, COSMOAI also strives to boost scalp vasodilation and accelerate blood circulation. Its also contains multiple concentrates and amino acid keratin to support hair damage repair.

At the event, COSMOAI also featured its regenerating essence, Cell Premier EX, and a wrinkle reduction oral pill, 18-Colla EX.

As the O2O trend evolves, brands are able to magnify the impact that offline marketing tactics and activities have on their overall ability to push their products, solutions and services to the next stage of growth.  

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