This month’s reads are all about getting over and getting in tune: the general public starting to get over lingering stigmas associated with plastic surgery overall; cosmetic companies getting over the idea that there isn’t a market for men enhancing their facial features in everyday life; the ways Instagram influencers are getting over on advertisers; and how a fast food giant is getting in tune with an ever-growing segment of health-conscious consumers.
In its latest marketing campaign, FiberOne brought together a trio of Real Housewives who are publicly embracing the work they have had done, helping to further break down any stigmas associated with plastic surgery. In this first-time collaboration, they entered the studio to record a song and accompanying music video for “Work Done.”
The playful, upbeat video includes some of their famous made-for-TV catchphrases, and displays a healthy and open attitude about the procedures they have undergone to enhance their looks.
Bloomberg Business/Lisa Du
The newest growth opportunity in the $71 billion cosmetics industry might be surprising to some. Makeup for men is taking off both here in the United States and around the world. With young people coming of age in a world that is increasingly open to breaking down traditional gender norms (like the idea that enhancing one’s facial appearance is the exclusive domain of women), more men are contouring their look with makeup.
What started in Japan with the brand Fiveism now has long standing industry leaders such as L’Oreal, Shiseido and Estée Lauder taking notice and targeting men with new products and marketing.
“Make no mistake, Generation Z will make men’s makeup a thing, and the older consumers will follow,” said Yasushi Ishibashi, Chairman of Acro Inc., which is the developer of the Fiveism brand.
With the explosion of social media and the accompanying advertising opportunities, companies without the right tools and people in place can sometimes be hard-pressed to keep up with fast-changing technologies and trends—as well as fraudulent behavior.
For example, some sneaky Instagram influencers have found ways to get both fake followers and likes. The ability to buy fake followers and bots to like posts have enabled these influencers to present a false impression of reach to companies that pay them to promote their brands or products.
This is estimated to cost companies about $1.3 billion in annual marketing spend, or 15% of the total $8.5 billion spent on influencer marketing. With new insights available, the days of influencers getting over on advertisers may soon be over.
Forbes/ Panos Mourdoukoutas
In addition to officially changing their name to just “Dunkin’,’” the company formerly known as Dunkin’ Donuts will be adding Beyond Meat products to their menus. The Massachusetts-based company offers plant-based meat alternatives to the ever-growing segment of health-conscious consumers.
Long removed from its famous “Time to make the donuts” ad campaign, Dunkin’ has taken a new approach in its rebranding and menu offerings. With both an aging population of baby boomers and the millennial generation leaning towards healthier food options, “adding a vegan ‘meat’ alternative is a no-brainer,” said Ted Bauman, economist and senior research analyst at Banyan Hill Publishing. It’s a signal that even stalwart companies with long standing brand identities can reengineer their offerings and their image to keep apace with the evolving tastes of consumers.