2024情感营销研究报告-揭秘美妆、健康与个人护理行业的快速增长秘诀(英)-AdAge

Unlockingexplosivegrowthinbeauty,wellnessand

personalcare

Theempathyeffect

Sponsorcontent

BASEBEAUTYCREATIYEAGENCY

Theempathyeffect

Theempathyeffect

Unlockingexplosivegrowthinbeauty,wellnessandpersonalcare

Beauty,wellnessandpersonalcarearejust

that,personal.Weintegratetheseproducts

intooureverydayroutines.Weapplythemto

ourface,body,nailsandhair,hopingtounlockthebestversionsofourselves.Weusethem

whenwe’reourmostvulnerableandinour

mostintimatemoments.They’rewithusatourhighesthighs,ourlowestlowsandeverythinginbetween—fromGenAlphaandyounger

GenZteenswhoarefirstdiscoveringself-

expressiontoboomerandGenXconsumers

celebratingtheirageorperhapstryingto

slowdowntheclockabit.Andthisprofoundly

personalexperiencetranslatestoanimmenselypowerfulbusiness.AccordingtoStatista,the

beautyandpersonalcaremarketworldwideisprojectedtogeneraterevenueofover$646.2billionin2024.

1

Whenshoppingforcosmetics,wellnessandpersonalcare,consumersdon’tjustconsider

productbenefits.There’ssomethingdeeper:Howdoesitmakeyoufeel?Willyouwant

touseitallthetime?Doesitbringyoujoy?

Doesitmakeyouapartofsomethingbigger?Andasmarketersnavigatetheseoften-

shiftinglandscapes,findingstrategicwaystomeaningfullyunderstandandconnectwith

theseendusersthroughempathyandhumantruthhasbeenproven—bydata—todrive

growth.

Infusinghumanityintomarketingisthe

keytounlockingitstruepotentialandcreatingmeaningfulconnections,accordingtoAlan

SamuelCohen,abusinesscoachandcertifiedemotionalintelligence(EQ)assessor.

“Empathyisthecapacitytounderstandor

feelwhatanotherpersonisexperiencingfromwithintheirframeofreference,”saidCohen.“ItisnotsynonymouswithEQ,butisanelement

ofEQ.IbelieveitisoneofEQ’smostimportantelements,andIhaven’tseentoomanypeople

withahighemotionalintelligencescorewhodidn’talsohavehighempathyscores.”

BaseBeautyCreativeAgency,acreative

marketinganddigitalgrowthagencyfounded

byJodiKatz,specializesinunderstanding

thepsychographicofacustomerandusing

thatdatatoapplyinformedempathytotheir

work.BaseBeautyharnessesthepowerof

data-drivencreativityforbeauty,wellness

andpersonal-carebrands.Oneoftheircore

capabilitiesisleveragingempathytoachieve

growthintheirmultidisciplinaryprograms

acrossowned,paidandearnedmarketing.KatzhasimplementedEQassessmentsintoBase

Beauty’sstaffself-assessmentprocesstoensurethatthefullteamisequippedtocontributeto

ILLUSTRATIONS:BASEBEAUTY

theiralways-onempatheticapproach.

“Empathyispartofourdata-driventoolbox,”Katzexplained.“Anditisreallydifferentiating.”

Inanagency-wideEQself-assessment

completedinApril2024,BaseBeautyrecordedanaveragegroupscoreof116outofapossible

2TheBusinessofBrandsAdAgeJuly2024

Theempathyeffect

130inempathy.Infact,BaseBeautyemployeesscoredhigherinempathyabovethe15otherEQcompetenciesintheassessment,placingthe

agencyinthehighrangeamongthosetested.

SohowdoesBaseBeautyuseempathy?

Infusingempathyintostrategyandexecutionacrossallmarketingandcreativetouchpointsisnotassimpleasitmayseem.First,Base

Beautyinvestigatesthebusinesschallengewithrobustquantitativeanalysisusinga

data-driventoolbox.Theirtech-enabled

processleveragesdatafromMintel,Tagger,BrandwatchandMuckRack.Fromthisdata,theyforminsights—whicharevaluable,butoftenemotion-neutral.

Iftheprocessstoppedhere,theywouldmissthechancetounlockgrowth.Byharnessing

empathyexpertise,ablendofpopculture,

industryknowledgeandhumanemotions,theyareabletoformempatheticstrategiesthat

buildonthepowerfulinsights.Thisprocess

createsuniqueandpersonalizedstrategies

thatbuildlasting,trustingrelationshipswith

clientsandcustomers.They’reabletoestablishapositivedatavalueexchangethatearnsthe

abilitytoasktherightquestionsandshare

moreofwhattheclientandtheircustomerarelookingfor.

Todeterminewhetherempathyplaysaroleinagency/brandcollaborationsandinbuildingconnectionswiththeircustomers,BaseBeautyandAdAgecollaboratedwithSignetResearchonasurveyof257marketersinthebeauty,

wellnessandpersonalcarespace.

Accordingtotherespondents,theattributesthatbestcharacterizetheiridealagency

partnerare:

1.Staffwhocandirectlyrelatetotheexperiencesoftheircustomers.

2.Staffwhoseexperiencesdirectlyalignwiththemselvesandtheirteam.

3.Caringdeeplyabouthowcustomersfeelwhenmakingpurchasedecisions.

“Steppingintotheshoesandthelives

andtheexperiencesofthecustomerisso

important,”Cohensaid.“Listeningtothosecustomers’stories.It’sabouthavinggenuinecareandconcernforhowyourproductor

servicemakesthatclient’sorcustomer’slifebetter—it’sallaboutempathy.”

Butoncetheimportanceofempathyto

brandsandtheiragencypartnershasbeen

established,whatisthenextsteptohelp

clientteamsintegrateempathyintotheirownworkingrelationshipandhowtheyconnect

withcustomers?

BaseBeautyandAdAge’sresearchfound

that84%ofmarketerssurveyedknowtheir

teamisstretchedtoothintokeepupwith

goalsandpriorities—includingtheabilityto

strategicallyincorporatedata-backedempathyintotheirwork.Butfindingtherightpartner

withtherightskillsetandtoolkitcouldbethekeytounlockingthis.

Therearemanymisconceptionsabout

empathy:Forexample,“it’sallaboutsoft

skills,”“it’sonlyforHRteams”and“itisn’t

astrategicwaytodrivemeasurablebusiness

results.”ButaccordingtoCohen,it’sreally

abouthumanskills—whichareessentialin

navigatingthefast-changingworldaroundus—andit’salsonotjustanicethingtohave.

Asartificialintelligenceispoisedto

significantlytransformbeautyandpersonal

careinthecomingyears,empathyand

humanitybecomeacrucialfactor.Euromonitorrecentlysurveyedover1,200beautyindustry

professionalsacross97countries,revealingthat36%plantouseAIforcustomerservice,34%forlogistics,and42%willusegenerativeAIforsmarter,morepersonalizedshoppingsuggestionsinthenext12months

.2

“Whilethereisnodenyingthepowerofthistechnology,machinesarenotandcannotbe

empathetic,”saidKatz.“Asmarketingevolvestoincludemoretech,therewillbeanincreasedneedforempatheticthinking,becausetheendusercustomerisahuman,notarobot.Wemustintegrateempathyintothisworktobridgethedividebetweenautomationandhumanity.”

Theconnectionbetweenempathyandskincare

Whatwouldhappenifanacne-focusedskincareline—anyproductorbrand,actually—shifted

awayfrompromotingthefunctionalusesofitsproductstoacampaignfocusingontheemotionalimpactoftheconsumer?

Baseduponthisconcept,FaceRealitySkincare,aprofessionalskincarecompanysellingprimarilythroughaestheticians,

3TheBusinessofBrandsAdAgeJuly2024

Theempathyeffect

dermatologistsandmedicalspas,enteredintoatwo-yearmultidisciplinarycollaboration

withBaseBeautytomakeacnepatientsfeelheardandunderstood.ThecampaignfocusesonsupportingtheemotionalsideofFace

Reality’smissionandpurposeofhelpingthe50millionpeopleintheU.S.whoexperienceacneeveryyear.

“Peopleareusingourproductsbecausetheyhaven’tfoundsomethingelsethatworkedfor

themtocombataverypersonalissue,andthatcausesatremendousamountofself-confidenceissues,”saidJeremySoine,CEOofFaceRealitySkincare.“WeworkedwithBaseBeautyto

evolvethemarketingtothenextlevelfromfunctionaltohighlyemotional.”

BaseBeautycreatedasurveyofmore

thanathousandacne-sufferingconsumers.

Itrevealedthat56%oftherespondentsintheirteensand’20shavebeenbulliedbecauseof

theiracne.Oneinthreesaidthattheyfeltliketheiracneputthematadisadvantageinjob

interviews,and69%saidthatthey’veavoidedsocialsituationssuchasgoingtowork,schoolorevenanoutingwithfriendsbecauseof

theiracne.

BaseBeautyusedthesurveyandits

emotionalconclusionstoformulateacampaignwithempathyatthefocalpoint.Thestrategy

wasdevelopedtoempathizewiththeconsumerexperiencewithacne,ratherthanresultsof

theproductstheyused.Thegoalwastopaintapictureofwhatittrulyfeelsliketobeanacnepatient,withtheworkandbrandmessage

completelyalignedtothementalhealthexperienceoftheconsumer.

Thecampaignconceptwasbornfroman

empatheticresponsetotheacnesufferer’s

dailyexperienceandthetransformative

impactofworkingwithacertifiedFaceReality

aesthetician,who“tookthehandofeach

consumerontheiracnejourney”todemonstratethattherighttreatmentcannotonlychangethepatient’soutcomebutalsochangetheiroutlook,Soinesaid.

Thecampaignfeaturedportraitsofactualaestheticiansandclients,joinedbypersonal

statementsreshapedbytheproduct’sbenefits,andwaslaunchedduringAcneAwareness

MonthinJunetogeneratemaximumexposure.

BaseBeautyfurtheraddedtotherelatability

oftheconditionbypartneringwithinfluencerstosharetheiracnejourneys,andtocreatea

meaningfulandemotionalconnectionwiththeconsumers.

Thecampaignresonatedwithconsumers,

resultinginmorethan9,500clickstotheFaceRealitywebsite,morethan100,000targeted

emailopensandanativearticleclick-through

ratemorethanseventimesthebenchmark.Theincreasedattentionalsoproducedverifiable

resultsamongprofessionalaestheticians

anddermatologists,whoreportedthattheyexceedednewaccountgoalsyear-over-year.

Asfarasearnedmedia,nootheracnebrandmadeanimpactlikeFaceRealityduringitsAcneAwarenessMonthcampaign.Therich,owned

dataincluded449broadcastairingsandmorethan730millionconsumerandtrademedia

impressionstiedtoAcneAwarenessMonth

coverage.Thebroadcastairingsresultedinanoverall425%increaseinmediaimpressions

year-over-year.

Theinfluencersalsosawmeaningful

growthinengagement.TheInstagramfeedof

FrankGrimsley,TVpersonalityandlicensed

therapistandpositivityinfluencer,marked

anengagementrateof354%increaseversus

benchmark,sparkingmeaningfulconversationswithfans.Otherinfluencerpartners,suchas

ShaniceHillsandElainePerry,alsoexceededTikTokbenchmarks.

4TheBusinessofBrandsAdAgeJuly2024

Theempathyeffect

Theresultsestablishedthatempathywasnotjustaboutsupportingfeelings,butalso

abouthighlightingtheimportanceofthejourneyofself-care.

“Thecampaignenabledtheconsumerto

feelsupportedinthatitpromotedaconsumer’sconfidenceinthemselvesandtheirabilityto

dosomethingabouttheiracne,”saidSoine.“Ittriggeredabigahamomentwhenaconsumerrealizedthatthejourneywasnotaboutbeingperfectorlookingperfect,butfeelinglike

they’reincontrolandcandosomethingmoreabouttheircondition.Ithinkitgavethem

powerinknowingtheycouldrecoversomeofthatcontrol.”

Thecampaignalsoservedtocreatetrust

withtheconsumer,whichisaneffectivetoolinthepersonalcare,wellnessandbeautymarket.

“Ithinkinskincareinparticular,the

emotionalsideisimportantforconnecting

withwhateverpeoplemightbegoingthroughandnotjusttellingthemhowtheywillbe

enriched,”Soinesaid.“Itseemedobvious,butthethousandsoftestimonialsfocusedonthejourneyandnottheendresult.Itprovideda

recognitionthatthereisnotaone-size-fits-allapproachorproduct,andchangedtheoutlookforsuccess.”

Theseresultsalignwiththepreferences

marketersnotedintheBaseBeauty-AdAge

study.Whenaskedwhichmessagingcreates

deep,long-termconnections,overhalf(55%)ofrespondentsprioritizedmessagingthat

“demonstratesthatproducts/servicestruly

understandcustomerneeds”morethanany

others.Understandingconsumersonadeeper,moreemotionallevelisproventoyieldresults.

“Itcanbeeasytorelyononlyfunctionoremotion,buttome,thegame

changerwhenmarketinginthebeautyindustryistobalanceboth.”

EchoSandburg,chiefbrandofficer,EltaMD

Empathycanachieveawareness

Anotherskincarebrand,EltaMD,tappedinto

thepowerofempathytodrivegrowth.The

No.1dermatologist-recommended,trusted

andpersonallyusedsunscreenbrandinthe

U.S.,teamedupwithBaseBeautytodeliver

shareholdervaluebydominatingashareof

voiceinthedigitalecosystemwithafocusonempathy.Priortothebrand’sacquisitionby

Colgate-Palmolive,EltaMDenjoyedastrong

reputationwithinthedermatologycommunityasareliable,easy-to-applyandcosmetically

elegantsunscreenbrand.Buttheywantedtoexpandtoalargerdemographic.

“Whilewehavehighawarenessandtrust

withprofessionals,westillhadrelativelylow

awarenesswithconsumersoutsideofthe

dermatologist’soffice,”saidEchoSandburg,

chiefbrandofficerofEltaMD.“Wewantedto

focusonwinningattentionforthebrandacrossmultipleaudiences,B2B,B2CandB2B2C,rootedinthatsametrustandeducation.”

BaseBeautyspearheadedafive-year-plus

digitalcollaborationtofostersignificantbrandgrowthinallchannels.ItscampaigncenteredactivationsaroundEltaMD’sbrandpurpose,

whichincludededucationfeaturingskin

cancersurvivorsandactressesBrookeShields,MichelleMonaghanandWitneyCarsonduringMay’sSkinCancerAwarenessMonth,to

organicallybringemotionandempathyintothework.

BaseBeautydevelopedastrategytoelevatebrandmessaging.Throughsociallistening,

dataanalysisandcompetitiveanalysistheycreateduniqueholisticprogramstrategies,mostnotablyowningskincancerawareness.

“Skincanceristhemostcommoncancer,

butitcanbeprevented,”saidSandburg.“By

highlightingsurvivorstoriesinarelatableway,theteamwasabletoorganicallybringemotionandempathyintothework.Italsocentered

arounddermatologistsoutoftheoffice,

throughsocialmediaandPR,tobringanotherdimensiontoempathy.”

BaseBeautyfocusedondermatologists’frustrationthateventhoughapplying

sunscreenistheleast-expensiveandmosteffective-skincancerpreventiontechnique,90%ofAmericansdonotwearsunscreen

5TheBusinessofBrandsAdAgeJuly2024

Theempathyeffect

daily.BaseBeautyempathizedwiththe

physician’sfrustrationsandcreatedcampaigns

thatmultipliedthephysician-to-patient

conversationinthedigitalecosystemfrom

one-on-onetomillionsoftouchpoints,and

harnessedthepoweroftheirexpertvoices.

Inthefirstyearoftheprogram,BaseBeautypartneredwith15oftheU.S.’topskinhealthphysicians,introducingthemtoaglobal

audience.Itwasintentionallyfilmedinlo-fi

withanintimate,direct-to-cameraapproach,whichelevatedtheirexpertiseandcreatedanewgroupofsocialmediastars.

DuringSkinCancerAwarenessMonth

from2020to2022,theEltaMDexperts

advancedtheconversationaroundskincancerwithedutainment,notlectures.Withan

optimistic,empoweringpath,theskin-safetystorywastoldthroughthevoicesofpartnersnottypicallyassociatedwithskincancer,to

reinforcethefactthatitcanhappentoanyone.Youngpeople,celebritiesanddermatologistssharedtheirstoriesofdiagnosisandsurvival,andinspiredtheaudiencetotakeactionto

protectthemselves.

“EltaMDtintedsunscreen”emergedasa

breakouttopiconGoogleTrends,growingmorethan5,000%since2021.Thecampaignresultedina1,900%increaseinorganicmentionson

TikTok,38,615%increaseinTikTokfollowersand258%increaseinengagementsonTikTok.Earnedorganicseedingrecordedatruereachof54.4million.EltaMDwasalsorecognizedasthe“breakthroughbrandoftheyear”andoneofthequickest-growingbrands.Allmetrics

exceededthecompetitivelysetbenchmarks.

Furthermore,thelaunchofEltaMD’sUVSheerthroughtheirempathy-driven“SpreadSheerLove”campaigngeneratedthemostearned

mediaexposureofanyEltaMDsunscreenlaunchedinthepastfiveyears.

Accessandamplificationoftheseexpert

voicesthroughapproachableeducationset

anewstandardfortheindustry.Although

oftenimitated,EltaMDstilldominatedthe

skinhealthconversationdigitally.Theholisticcampaignacrossowned,earnedandpaidledtoEltaMDowningshare-of-voiceforSkinCancerAwarenessMonthstorytelling.Nootherbrandinthecategorymadethatimpact.

Drivenbyempathy,thecampaign

strengthenedtherelationshiptotheconsumerbycreatinganunbreakablelinkbetweenthe

dermatologist’svoiceandEltaMD.

“Trustwithourbrandhasbeenbuiltbasedonclinicalevidenceandisareasontobelieve,”saidSandburg.“Butshowingoutcomesand

howourproductsimpactlivesismuchmore

relatable.Empathybringsahumanelement,whichisimportantinourspace,andamplifiesresultswhenalsodemonstratingtopeople

thatabrandofferssolutionsforsomeonelikethem.”

What’smore,BaseBeauty’sdata-driven

strategyrevealedoneofthekeyfindings

fromtheAdAgeresearchabouthowagencieshelpbrandmarketingteamsachievetheir

objectives:Almosttwo-thirds(64%)of

respondentssaidthatalthoughtheirinternal

teamshavetheabilitytoextractthenecessarymarketingandadvertisingmetrics,“theyoftenlacktheexpertisetotransformthesedataintostrategicinsights.”

Communityiskeytoauthenticconnection

MilaniCosmeticswaslaunched23years

agowiththevisiontoofferprestige,quality

formulasthatwereaffordable.AsMilaniCMOJeremyLowensteinexplained,“ThemissionwasalsotocatertowardBlackwomen.Fast-

forwardtotoday,Milaniisnowtheleadingmulticulturalbrandinthemasscolorarena

6TheBusinessofBrandsAdAgeJuly2024

withover45%ofourconsumersconsideringthemselvesnon-white.”

Inadditiontoaninclusiveshaderange–45

shadesoffoundation,18shadesofconcealer

andbakedblusheswithdeeppigment—Milaniisknownandcelebratedforitsaffordableluxury,ongoingnewnessandsteadysocialmediahype.

“Eventhoughwe’re23yearsold,our

awarenessisstillrelativelysmallbecausewe’retheonlyindiebrandinthetop10ofmasscolor,”Lowensteinsaid.“Mostofourconsumersfind

outaboutMilanifromanin-storevisit;theyjusthappentocomeacrossus.Sothechallengewashowtoactivelybuildbrandawarenessinawaythatfeelsauthentictous.”

Tostayaheadinthecompetitivemass-and-prestigelandscape—especiallyamongcategoryleaderswithSuperBowl-sizedbudgets—the

brandneededmorethanjustanotherprettynewproductlaunch.Withgoalslikebuildingawarenessatscale,growingfollowercountacrossInstagramandTikTokandboosting

engagement,MilanipartneredwithBaseBeautyonanempathy-centricapproach.

Theproposal:Towalkeverydayinthe

consumer’sshoesandcreateauthentic—nottransactional—connections.Thismeant

meetingenduserswheretheyareandamplifyingtheirloyalcommunity.

“Attheendoftheday,whetherTikTokor

out-of-homebillboards,they’realljustchannelstotalktoconsumers,”saidLowenstein.“Partofempathyismeetingtheconsumerswheretheyalreadyare.Don’tforcethemwherethey’renot.Bewheretheyareatthatmoment.Consider:

Whatfeelsrightwithintheirowndiscovery?”

Together,MilaniandBaseBeautycreatedastrategyforedutainmentcontentthat

capitalizedonsharedexperiences,fellowshipandconnection.

Todothis,theybeganwithresearch,

includingsociallistening,dataanalysisand

competitiveanalysistoinformsocialmedia

optimizations.Benchmarksweresetbased

oncompetitiveperformancedata,andthen

adjustedquarterlytostaytimely.Everythingwasvigorouslymonitoredandanalyzed,

includingonlineconversationsandmentionsofbrands,topicsorkeywords,togaininsightsintoconsumersentimentsandtrends.Also

AdAgeandBaseBeautysurvey

marketersontheempathyeffect

AdAgeandBaseBeautysurveyed257marketingleaders,allinvolvedindecisionsaboutcreativeand

marketingagencyservices.The

averagenumberofemployeesat

therespondents’organizationsis

10,988:34%workonabrandthat

theyconsidertobealeaderinits

category;27%workon“challenger”brands;and19%workonbrandsin“highgrowthmode.”Thereportedcompanyrevenuesamplemajoritywas$1billionormore,withameanof$3billion.Themaintakeaway

fromthesurvey:Clientsreallywantempathy.

“Responsiveness”and“workingwithusasgenuinepartnersthatshareourneedsandconcerns”

werecriticallyimportantfactorsfor76%ofthesurveyedaudiencewhenselectingormaintaining

anagency.

95%ofrespondentsseek

“expertiseindataanalysis”while“masteryofAI”and“proprietarydata”fell

farbehind(10%and15%,respectively).

Whenaskedwhichmessaging

createsdeep,long-term

connections,respondents

selectedmessagingthat

“demonstratesthatproducts/servicestrulyunderstand

customerneeds”morethananyothers.Overhalf(55%)pickedthistypeofmessagingintheirtoptwo.

7TheBusinessofBrandsAdAgeJuly2024

addressedwerecontentideation,campaignsandcontentideasbasedonsocialtrendsandculturalmomentsandhighlightingproductnewnesstodriveengagementandreach.

ForInstagram,theprogramfocused

onhowMilaniproductsarepartofthe

customers’worldsathome,inpopculture

andinthedigitalworld.Itzoomedwayin,

highlightingproducttextures,featuresand

detailsviaextremecloseups.Thishelped

answerconsumerquestionsaboutnewness.Anditmeaningfullyparticipatedinzeitgeistconversations,amplifyingthebrand’slike-

mindednesswiththeirconsumer,including

arestockupdateviaKourtneyKardashian’s

viralpregnancyannouncement,whichrackedup1,136%moreimpressionsthanaverageforthisaccount.

TheTikTokstrategysuccessfullyblended

trendingsoundsandkeybrandmoments.

Thiscreatedopportunitiesforconsumersto

learnabouttheproducts,envisionthemselvesinteractingwiththemandtoreinforcethat

Milani“gets”them,allwhilestayingonthe

pulseofthecontentandstoriestheycareaboutandengagewith.

Communitymanagementwasalsoakeycomponentofthisexecution.

“Communitymanagementisempathy,”

Lowensteinexplained.“It’sthishuman

connectivity.There’salwaysgoingtobea

humantruth,bringingthattothesurfaceof

whateverthatcontentis.Itcanbeaone-to-oneconversationinanengagementonInstagram

oritcouldbeaglobalcampaignthatis

showcasinghumanempathythroughthebrandlensthatstillisgroundedintruth.”

Engagingwithlike-mindedfeedsand

strengtheningrelationshipswithbrand

loyalistsdevelopeda“beeverywhere”

presence,beingonthefrontlinesofconsumercuriosity,confusionandcustomerservice.

Whenacustomerpostedaboutabroken

blushpalette,Milani’saudiencechimedin

andrelated.Quickly,theMilaniaccount

replied,“Wehateittoo,”acknowledgingthatexperienceandconnectingtothehumanityofitall.

Thisdot-connectingisenablingMilanitobuildastrongandloyalcustomerbase,

Bandwidthandotherpotentialbarrierstosuccessfulempathicmarketing

84%ofrespondentsagreedwiththestatement“mycompany’s

marketingteamisstretchedtoothintokeepupwithallofour

businessgoalsandpriorities.”

Two-thirdsofrespondents

agreethat“changeoccursso

frequentlyintheadvertising

ecosystemthatitisdifficultforourmarketingteamtokeepupwiththem.”

64%agreethattheirmarketingteams“oftenlacktheexpertisetotransform[empathy-related]dataintostrategicinsights.”

Asolutiontoconsider:Finding

therightpartner.“BaseBeauty’s

businessmodelerasesall

marketingandcreativesilos,fuelingtheecosystemmore

efficiently,”saidKatz.“Thisallowsclientstofocusondeveloping

newproductsandlaunchingnewmarkets,leavingtheresttous.

Ourteamresearchesandexecutesinnewwaysandnewplaces,so

thattimelyrecommendationscanbemadetoclients.Ourservice

approachisempathyinaction—allbuilttomakethejobofourclientteamseasier.”

8TheBusinessofBrandsAdAgeJuly2024

creatingtrustinthebrand.Andtheimpactofanempathiccommunitymanagement

approachspeaksforitself.Milani’scomment

onTikTokinfluencer@MorganBaiiley

rackedup3,700likesand50replies.Oncea

replacementwassent,Morganmadeanew

organicvideowhichacquired67%moreviewsthanheraverageTikTokvideo,andgeneratedanorganicEMVof$224,895.

Thisempathy-centric,community-focusedapproachprovedtobeasuccess,achievinganengagementratehigherthanbuzzybrands

likeGlossier,CharlotteTilburyande.l.f.

onInstagramandTikTok.Milani’sTikTok

followinggrewbymorethan16%,andthe

brand’sFruitFetishLipOillaunchsawsuccessacrossplatforms,resultinginbeautystore

chainUltaBeautytriplingitsoriginalorderaftersellingoutinjustaweek.

“Itworksbecauseofempathy,whichis

reallyjustembracinghumannature,”said

Lowenstein.“It’saboutbeingauthentic.Knowwhoyouareasabrand.Figureouttheright

customerforyou.Recognizeitmaynotbe

everybodyandthatthat’sokay.Berelatable.Beapproachable.Staygroundedinhuman

connectivityandtruth.”

AccordingtotheBaseBeautyandAdAge

res