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1、Sponsor contentThe empathy effectUnlocking explosive growth in beauty,wellness and personal care2The Business of BrandsAd AgeJuly 2024The empathy effectThe empathy effectUnlocking explosive growth in beauty,wellness and personal careBeauty,wellness and personal care are just that,personal.We integra

2、te these products into our everyday routines.We apply them to our face,body,nails and hair,hoping to unlock the best versions of ourselves.We use them when were our most vulnerable and in our most intimate moments.Theyre with us at our highest highs,our lowest lows and everything in betweenfrom Gen

3、Alpha and younger Gen Z teens who are first discovering self-expression to boomer and Gen X consumers celebrating their age or perhaps trying to slow down the clock a bit.And this profoundly personal experience translates to an immensely powerful business.According to Statista,the beauty and persona

4、l care market worldwide is projected to generate revenue of over$646.2 billion in 2024.1When shopping for cosmetics,wellness and personal care,consumers dont just consider product benefits.Theres something deeper:How does it make you feel?Will you want to use it all the time?Does it bring you joy?Do

5、es it make you a part of something bigger?And as marketers navigate these often-shifting landscapes,finding strategic ways to meaningfully understand and connect with these end users through empathy and human truth has been provenby datato drive growth.Infusing humanity into marketing is the key to

6、unlocking its true potential and creating meaningful connections,according to Alan Samuel Cohen,a business coach and certified emotional intelligence(EQ)assessor.“Empathy is the capacity to understand or feel what another person is experiencing from within their frame of reference,”said Cohen.“It is

7、 not synonymous with EQ,but is an element of EQ.I believe it is one of EQs most important elements,and I havent seen too many people ILLUSTRATIONS:BASE BEAUTYwith a high emotional intelligence score who didnt also have high empathy scores.”Base Beauty Creative Agency,a creative marketing and digital

8、 growth agency founded by Jodi Katz,specializes in understanding the psychographic of a customer and using that data to apply informed empathy to their work.Base Beauty harnesses the power of data-driven creativity for beauty,wellness and personal-care brands.One of their core capabilities is levera

9、ging empathy to achieve growth in their multidisciplinary programs across owned,paid and earned marketing.Katz has implemented EQ assessments into Base Beautys staff self-assessment process to ensure that the full team is equipped to contribute to their always-on empathetic approach.“Empathy is part

10、 of our data-driven toolbox,”Katz explained.“And it is really differentiating.”In an agency-wide EQ self-assessment completed in April 2024,Base Beauty recorded an average group score of 116 out of a possible 3The empathy effectThe Business of BrandsAd AgeJuly 2024130 in empathy.In fact,Base Beauty

11、employees scored higher in empathy above the 15 other EQ competencies in the assessment,placing the agency in the high range among those tested.So how does Base Beauty use empathy?Infusing empathy into strategy and execution across all marketing and creative touchpoints is not as simple as it may se

12、em.First,Base Beauty investigates the business challenge with robust quantitative analysis using a data-driven toolbox.Their tech-enabled process leverages data from Mintel,Tagger,Brandwatch and Muck Rack.From this data,they form insightswhich are valuable,but often emotion-neutral.If the process st

13、opped here,they would miss the chance to unlock growth.By harnessing empathy expertise,a blend of pop culture,industry knowledge and human emotions,they are able to form empathetic strategies that build on the powerful insights.This process creates unique and personalized strategies that build lasti

14、ng,trusting relationships with clients and customers.Theyre able to establish a positive data value exchange that earns the ability to ask the right questions and share more of what the client and their customer are looking for.To determine whether empathy plays a role in agency/brand collaborations

15、 and in building connections with their customers,Base Beauty and Ad Age collaborated with Signet Research on a survey of 257 marketers in the beauty,wellness and personal care space.According to the respondents,the attributes that best characterize their ideal agency partner are:1.Staff who can dir

16、ectly relate to the experiences of their customers.2.Staff whose experiences directly align with themselves and their team.3.Caring deeply about how customers feel when making purchase decisions.“Stepping into the shoes and the lives and the experiences of the customer is so important,”Cohen said.“L

17、istening to those customers stories.Its about having genuine care and concern for how your product or service makes that clients or customers life betterits all about empathy.”But once the importance of empathy to brands and their agency partners has been established,what is the next step to help cl

18、ient teams integrate empathy into their own working relationship and how they connect with customers?Base Beauty and Ad Ages research found that 84%of marketers surveyed know their team is stretched too thin to keep up with goals and prioritiesincluding the ability to strategically incorporate data-

19、backed empathy into their work.But finding the right partner with the right skill set and tool kit could be the key to unlocking this.There are many misconceptions about empathy:For example,“its all about soft skills,”“its only for HR teams”and“it isnt a strategic way to drive measurable business re

20、sults.”But according to Cohen,its really about human skillswhich are essential in navigating the fast-changing world around usand its also not just a nice thing to have.As artificial intelligence is poised to significantly transform beauty and personal care in the coming years,empathy and humanity b

21、ecome a crucial factor.Euromonitor recently surveyed over 1,200 beauty industry professionals across 97 countries,revealing that 36%plan to use AI for customer service,34%for logistics,and 42%will use generative AI for smarter,more personalized shopping suggestions in the next 12 months.2“While ther

22、e is no denying the power of this technology,machines are not and cannot be empathetic,”said Katz.“As marketing evolves to include more tech,there will be an increased need for empathetic thinking,because the end user customer is a human,not a robot.We must integrate empathy into this work to bridge

23、 the divide between automation and humanity.”The connection between empathy and skincareWhat would happen if an acne-focused skincare lineany product or brand,actuallyshifted away from promoting the functional uses of its products to a campaign focusing on the emotional impact of the consumer?Based

24、upon this concept,Face Reality Skincare,a professional skincare company selling primarily through aestheticians,4The empathy effectThe Business of BrandsAd AgeJuly 2024dermatologists and medical spas,entered into a two-year multidisciplinary collaboration with Base Beauty to make acne patients feel

25、heard and understood.The campaign focuses on supporting the emotional side of Face Realitys mission and purpose of helping the 50 million people in the U.S.who experience acne everyyear.“People are using our products because they havent found something else that worked for them to combat a very pers

26、onal issue,and that causes a tremendous amount of self-confidence issues,”said Jeremy Soine,CEO of Face Reality Skincare.“We worked with Base Beauty to evolve the marketing to the next level from functional to highly emotional.”Base Beauty created a survey of more than a thousand acne-suffering cons

27、umers.Itrevealed that 56%of the respondents in their teens and 20s have been bullied because of their acne.One in three said that they felt like their acne put them at a disadvantage in job interviews,and 69%said that theyve avoided social situations such as going to work,school or even an outing wi

28、th friends because of theiracne.Base Beauty used the survey and its emotional conclusions to formulate a campaign with empathy at the focal point.The strategy was developed to empathize with the consumer experience with acne,rather than results of the products they used.The goal was to paint a pictu

29、re of what it truly feels like to be an acne patient,with the work and brand message completely aligned to the mental health experience of the consumer.The campaign concept was born from an empathetic response to the acne sufferers daily experience and the transformative impact of working with a cer

30、tified Face Reality aesthetician,who“took the hand of each consumer on their acne journey”to demonstrate that the right treatment cannot only change the patients outcome but also change their outlook,Soine said.The campaign featured portraits of actual aestheticians and clients,joined by personal st

31、atements reshaped by the products benefits,and was launched during Acne Awareness Month in June to generate maximum exposure.Base Beauty further added to the relatability of the condition by partnering with influencers to share their acne journeys,and to create a meaningful and emotional connection

32、with the consumers.The campaign resonated with consumers,resulting in more than 9,500 clicks to the Face Reality website,more than 100,000 targeted email opens and a native article click-through rate more than seven times the benchmark.The increased attention also produced verifiable results among p

33、rofessional aestheticians and dermatologists,who reported that they exceeded new account goals year-over-year.As far as earned media,no other acne brand made an impact like Face Reality during its Acne Awareness Month campaign.The rich,owned data included 449 broadcast airings and more than 730 mill

34、ion consumer and trade media impressions tied to Acne Awareness Month coverage.The broadcast airings resulted in an overall 425%increase in media impressions year-over-year.The influencers also saw meaningful growth in engagement.The Instagram feed of Frank Grimsley,TV personality and licensed thera

35、pist and positivity influencer,marked an engagement rate of 354%increase versus benchmark,sparking meaningful conversations with fans.Other influencer partners,such as Shanice Hills and Elaine Perry,also exceeded TikTok benchmarks.5The empathy effectThe Business of BrandsAd AgeJuly 2024The results e

36、stablished that empathy was not just about supporting feelings,but also about highlighting the importance of the journey of self-care.“The campaign enabled the consumer to feel supported in that it promoted a consumers confidence in themselves and their ability to do something about their acne,”said

37、 Soine.“It triggered a big aha moment when a consumer realized that the journey was not about being perfect or looking perfect,but feeling like theyre in control and can do something more about their condition.I think it gave them power in knowing they could recover some of that control.”The campaig

38、n also served to create trust with the consumer,which is an effective tool in the personal care,wellness and beauty market.“I think in skincare in particular,the emotional side is important for connecting with whatever people might be going through and not just telling them how they will be enriched

39、,”Soine said.“It seemed obvious,but the thousands of testimonials focused on the journey and not the end result.It provided a recognition that there is not a one-size-fits-all approach or product,and changed the outlook for success.”These results align with the preferences marketers noted in the Bas

40、e Beauty-Ad Age study.When asked which messaging creates deep,long-term connections,over half(55%)of respondents prioritized messaging that“demonstrates that products/services truly understand customer needs”more than any others.Understanding consumers on a deeper,more emotional level is proven to y

41、ield results.Empathy can achieve awarenessAnother skincare brand,EltaMD,tapped into the power of empathy to drive growth.The No.1 dermatologist-recommended,trusted and personally used sunscreen brand in the U.S.,teamed up with Base Beauty to deliver shareholder value by dominating a share of voice i

42、n the digital ecosystem with a focus on empathy.Prior to the brands acquisition by Colgate-Palmolive,EltaMD enjoyed a strong reputation within the dermatology community as a reliable,easy-to-apply and cosmetically elegant sunscreen brand.But they wanted to expand to a larger demographic.“While we ha

43、ve high awareness and trust with professionals,we still had relatively low awareness with consumers outside of the dermatologists office,”said Echo Sandburg,chief brand officer of EltaMD.“We wanted to focus on winning attention for the brand across multiple audiences,B2B,B2C and B2B2C,rooted in that

44、 same trust and education.”Base Beauty spearheaded a five-year-plus digital collaboration to foster significant brand growth in all channels.Its campaign centered activations around EltaMDs brand purpose,which included education featuring skin cancer survivors and actresses Brooke Shields,Michelle M

45、onaghan and Witney Carson during Mays Skin Cancer Awareness Month,to organically bring emotion and empathy into the work.Base Beauty developed a strategy to elevate brand messaging.Through social listening,data analysis and competitive analysis they created unique holistic program strategies,most no

46、tably owning skin cancer awareness.“Skin cancer is the most common cancer,but it can be prevented,”said Sandburg.“By highlighting survivor stories in a relatable way,the team was able to organically bring emotion and empathy into the work.It also centered around dermatologists out of the office,thro

47、ugh social media and PR,to bring another dimension to empathy.”Base Beauty focused on dermatologists frustration that even though applying sunscreen is the least-expensive and most effective-skin cancer prevention technique,90%of Americans do not wear sunscreen“It can be easy to rely on only functio

48、n or emotion,but to me,the game changer when marketing in the beauty industry is to balance both.”Echo Sandburg,chief brand officer,EltaMD6The empathy effectThe Business of BrandsAd AgeJuly 2024daily.Base Beauty empathized with the physicians frustrations and created campaigns that multiplied the ph

49、ysician-to-patient conversation in the digital ecosystem from one-on-one to millions of touchpoints,and harnessed the power of their expert voices.In the first year of the program,Base Beauty partnered with 15 of the U.S.top skin health physicians,introducing them to a global audience.It was intenti

50、onally filmed in lo-fi with an intimate,direct-to-camera approach,which elevated their expertise and created a new group of social media stars.During Skin Cancer Awareness Month from 2020 to 2022,the EltaMD experts advanced the conversation around skin cancer with edutainment,not lectures.With an op

51、timistic,empowering path,the skin-safety story was told through the voices of partners not typically associated with skin cancer,to reinforce the fact that it can happen to anyone.Young people,celebrities and dermatologists shared their stories of diagnosis and survival,and inspired the audience to

52、take action to protect themselves.“EltaMD tinted sunscreen”emerged as a breakout topic on Google Trends,growing more than 5,000%since 2021.The campaign resulted in a 1,900%increase in organic mentions on TikTok,38,615%increase in TikTok followers and 258%increase in engagements on TikTok.Earned orga

53、nic seeding recorded a true reach of 54.4 million.EltaMD was also recognized as the“breakthrough brand of the year”and one of the quickest-growing brands.All metrics exceeded the competitively set benchmarks.Furthermore,the launch of EltaMDs UV Sheer through their empathy-driven“Spread Sheer Love”ca

54、mpaign generated the most earned media exposure of any EltaMD sunscreen launched in the past five years.Access and amplification of these expert voices through approachable education set a new standard for the industry.Although often imitated,EltaMD still dominated the skin health conversation digit

55、ally.The holistic campaign across owned,earned and paid led to EltaMD owning share-of-voice for Skin Cancer Awareness Month storytelling.No other brand in the category made that impact.Driven by empathy,the campaign strengthened the relationship to the consumer by creating an unbreakable link betwee

56、n the dermatologists voice and EltaMD.“Trust with our brand has been built based on clinical evidence and is a reason to believe,”said Sandburg.“But showing outcomes and how our products impact lives is much more relatable.Empathy brings a human element,which is important in our space,and amplifies

57、results when also demonstrating to people that a brand offers solutions for someone likethem.”Whats more,Base Beautys data-driven strategy revealed one of the key findings from the Ad Age research about how agencies help brand marketing teams achieve their objectives:Almost two-thirds(64%)of respond

58、ents said that although their internal teams have the ability to extract the necessary marketing and advertising metrics,“they often lack the expertise to transform these data into strategic insights.”Community is key to authentic connectionMilani Cosmetics was launched 23 years ago with the vision

59、to offer prestige,quality formulas that were affordable.As Milani CMO Jeremy Lowenstein explained,“The mission was also to cater toward Black women.Fast-forward to today,Milani is now the leading multicultural brand in the mass color arena 7The empathy effectThe Business of BrandsAd AgeJuly 2024with

60、 over 45%of our consumers considering themselves non-white.”In addition to an inclusive shade range45 shades of foundation,18 shades of concealer and baked blushes with deep pigmentMilani is known and celebrated for its affordable luxury,ongoing newness and steady social media hype.“Even though were

61、 23 years old,our awareness is still relatively small because were the only indie brand in the top 10 of mass color,”Lowenstein said.“Most of our consumers find out about Milani from an in-store visit;they just happen to come across us.So the challenge was how to actively build brand awareness in a

62、way that feels authentic to us.”To stay ahead in the competitive mass-and-prestige landscapeespecially among category leaders with Super Bowl-sized budgetsthe brand needed more than just another pretty new product launch.With goals like building awareness at scale,growing follower count across Insta

63、gram and TikTok and boosting engagement,Milani partnered with Base Beauty on an empathy-centric approach.The proposal:To walk every day in the consumers shoes and create authenticnot transactionalconnections.This meant meeting end users where they are and amplifying their loyal community.“At the end

64、 of the day,whether TikTok or out-of-home billboards,theyre all just channels to talk to consumers,”said Lowenstein.“Part of empathy is meeting the consumers where they already are.Dont force them where theyre not.Be where they are at that moment.Consider:What feels right within their own discovery?

65、”Together,Milani and Base Beauty created a strategy for edutainment content that capitalized on shared experiences,fellowship and connection.To do this,they began with research,including social listening,data analysis and competitive analysis to inform social media optimizations.Benchmarks were set

66、based on competitive performance data,and then adjusted quarterly to stay timely.Everything was vigorously monitored and analyzed,including online conversations and mentions of brands,topics or keywords,to gain insights into consumer sentiments and trends.Also Ad Age and Base Beauty surveyed 257 mar

67、keting leaders,all involved in decisions about creative and marketing agency services.The average number of employees at the respondents organizations is 10,988:34%work on a brand that they consider to be a leader in its category;27%work on“challenger”brands;and 19%work on brands in“high growth mode

68、.”The reported company revenue sample majority was$1 billion or more,with a mean of$3 billion.The main takeaway from the survey:Clients really want empathy.“Responsiveness”and“working with us as genuine partners that share our needs and concerns”were critically important factors for 76%of the survey

69、ed audience when selecting or maintaining an agency.95%of respondents seek“expertise in data analysis”while“mastery of AI”and“proprietary data”fell far behind(10%and 15%,respectively).When asked which messaging creates deep,long-term connections,respondents selected messaging that“demonstrates that

70、products/services truly understand customer needs”more than any others.Over half(55%)picked this type of messaging in their top two.Ad Age and Base Beauty survey marketers on the empathy effect8The empathy effectThe Business of BrandsAd AgeJuly 2024addressed were content ideation,campaigns and conte

71、nt ideas based on social trends and cultural moments and highlighting product newness to drive engagement and reach.For Instagram,the program focused on how Milani products are part of the customers worlds at home,in pop culture and in the digital world.It zoomed way in,highlighting product textures

72、,features and details via extreme closeups.This helped answer consumer questions about newness.And it meaningfully participated in zeitgeist conversations,amplifying the brands like-mindedness with their consumer,including a restock update via Kourtney Kardashians viral pregnancy announcement,which

73、racked up 1,136%more impressions than average for thisaccount.The TikTok strategy successfully blended trending sounds and key brand moments.This created opportunities for consumers to learn about the products,envision themselves interacting with them and to reinforce that Milani“gets”them,all while

74、 staying on the pulse of the content and stories they care about and engage with.Community management was also a key component of this execution.“Community management is empathy,”Lowenstein explained.“Its this human connectivity.Theres always going to be a human truth,bringing that to the surface of

75、 whatever that content is.It can be a one-to-one conversation in an engagement on Instagram or it could be a global campaign that is showcasing human empathy through the brand lens that still is grounded in truth.”Engaging with like-minded feeds and strengthening relationships with brand loyalists d

76、eveloped a“be everywhere”presence,being on the front lines of consumer curiosity,confusion and customer service.When a customer posted about a broken blush palette,Milanis audience chimed in and related.Quickly,the Milani account replied,“We hate it too,”acknowledging that experience and connecting

77、to the humanity ofit all.This dot-connecting is enabling Milani to build a strong and loyal customer base,84%of respondents agreed with the statement“my companys marketing team is stretched too thin to keep up with all of our business goals and priorities.”Two-thirds of respondents agree that“change

78、 occurs so frequently in the advertising ecosystem that it is difficult for our marketing team to keep up with them.”64%agree that their marketing teams“often lack the expertise to transform empathy-related data into strategic insights.”A solution to consider:Finding the right partner.“Base Beautys

79、business model erases all marketing and creative silos,fueling the ecosystem more efficiently,”said Katz.“This allows clients to focus on developing new products and launching new markets,leaving the rest to us.Our team researches and executes in new ways and new places,so that timely recommendation

80、s can be made to clients.Our service approach is empathy in actionall built to make the job of our client teams easier.”Bandwidth and other potential barriers to successful empathic marketing9The empathy effectThe Business of BrandsAd AgeJuly 2024creating trust in the brand.And the impact of an empa

81、thic community management approach speaks for itself.Milanis comment on TikTok influencer MorganBaiiley racked up 3,700 likes and 50 replies.Once a replacement was sent,Morgan made a new organic video which acquired 67%more views than her average TikTok video,and generated an organic EMV of$224,895.

82、This empathy-centric,community-focused approach proved to be a success,achieving an engagement rate higher than buzzy brands like Glossier,Charlotte Tilbury and e.l.f.on Instagram and TikTok.Milanis TikTok following grew by more than 16%,and the brands Fruit Fetish Lip Oil launch saw success across

83、platforms,resulting in beauty store chain Ulta Beauty tripling its original order after selling out in just a week.“It works because of empathy,which is really just embracing human nature,”said Lowenstein.“Its about being authentic.Know who you are as a brand.Figure out the right customer for you.Re

84、cognize it may not be everybody and that thats okay.Be relatable.Be approachable.Stay grounded in human connectivity and truth.”According to the Base Beauty and AdAge research,54%respondents said the top attribute when choosing agency partners was selecting an agency“with staff who can directly rela

85、te to the experiences of my customers.”For beauty,wellness and personal care brands,the importance of empathy was even higher,at 63%.As Base Beautys campaigns with Face Reality Skincare,EltaMD and Milani Cosmetics have shown,an empathetic,data-driven methodology fosters growth and success.Building t

86、rust hinges on the ability to generate and utilize data driven by empathy,crafting communications that resonate deeply and inspire action.This approach not only drives significant business impact but also shapes the strategic choices in language,imagery and the selection of influencers and spokespeo

87、ple who best convey a brands narrative.It empowers brands to refine media strategies,ensuring optimal message placement and timing to maximize resonance.“This is how we click with beauty,wellness and personal care consumers in this deeply personal space,”said Katz.“We seek to understand them,at a de

88、eply personal level.”footnotes Age Studio 30Ad Age Studio 30 helps your brand connect with an influential audience actively seeking new partners,solutions and products.Through original custom articles,thought-leadership content,events,research,webcasts,white papers,infographics and more,our end-to-e

89、nd solutions help your content reach and resonate.S StaffWriter Loni VentiDesign Director Jennifer ChiuSenior Designer Natalie SkopeljaArticles Editor Christopher HosfordCopy Editor Brian MoranContact us James PalmaSenior VP,Sales and Client Partnerships John DiosoEditor,Studio 30 Deana M.LykosDirec

90、tor,Activations Cassandra Hom Activations SAbout BaseBeautyBase Beauty Creative Agency harnesses the power of data-driven creativity throughout the entire digital ecosystem to create significant growth,expand market share and increase valuation for influential corporations and investors in beauty,we

91、llness and personal care.Founded 17 years ago by beauty marketing expert Jodi Katz,the BBCA team of creative and marketing powerhouses proves that a holistic marketing approach really works.Using data to inform future decision making,the agency crafts needle-moving marketing across owned,earned and paid,all sales channels and consumer touchpoints to generate awareness and revenue.BBCA has been featured in Glossy,WWD,Business of Fashion and The Washington Post and is a certified women-owned business through WBENC.