In today’s fast-paced digital world, beauty brands have mastered the art of online marketing, with viral social media campaigns, influencer partnerships, and eye-catching Instagram aesthetics. 

Recently, we’ve seen a fascinating shift where some of the industry’s most reputable brands are moving their marketing offline.

From Online Stars to Offline Campaigns

Brands like Summer Fridays and Patrick Ta Beauty have built huge followings through clever digital strategies, becoming household names in the beauty community. 

However, in a bid to further boost brand awareness and cut through the noise of digital oversaturation, they are now taking a bold step into traditional advertising. 

We’re talking about billboards, taxi wraps, and wild postings, those old-school methods of out-of-home (OOH) advertising.

This trend might seem like a step back, but it’s actually a genius move to reach new audiences. In an era where consumers are constantly bombarded with digital ads, going offline helps brands stand out by creating real-world, memorable touchpoints.

Why Out-of-Home (OOH) Campaigns Are Back in Style

Why are these viral beauty brands investing in OOH campaigns? It boils down to two key factors: Visibility and Brand Differentiation.

1. Visibility Beyond Social Media: The digital space is crowded. While a post on Instagram or TikTok can go viral, the lifespan of that content is often short-lived. By contrast, a billboard or a taxi wrap stays in front of potential customers for days, weeks, or even months, increasing the chances of brand recall.
2. Cutting Through the Digital Noise: With so many brands competing for attention online, it’s easy for consumers to scroll past ads without a second thought. 
3. An OOH campaign, however, delivers a different kind of impact. It forces the audience to stop and engage with the message in a tangible, physical way, whether they’re driving by a massive billboard or walking past a creative mural on their way to work.

The New Playbook for Out-of-Home Success

Building a successful OOH campaign isn’t just about repurposing digital content. It requires a different toolkit and mindset. 

For one, the messages in OOH advertising must be simple, bold, and instantly recognizable. There’s no room for long captions or hashtags, just clear, impactful visuals, and a concise, memorable message.

OOH also requires different metrics of success compared to digital marketing. While social media campaigns can be measured by likes, shares, and clicks, OOH’s success is gauged through brand recall, customer foot traffic, and long-term awareness.

For brands like Summer Fridays and Patrick Ta Beauty, this new offline playbook is paying off. By blending online and offline strategies, they’re creating buzz and standing out from the pack, something every beauty brand should aim for.

What This Means for Your Beauty Brand

At Scrutiney, we’re excited about the possibilities this trend opens up for beauty brands everywhere. 

If you’ve been relying solely on digital marketing, it might be time to explore how an OOH campaign can elevate your brand awareness. 

Combining the best of both worlds, viral online content, and eye-catching offline ads can create a multi-dimensional marketing strategy that resonates with today’s consumer.

Are you ready to take your marketing offline? The future of beauty branding is happening in both the digital and physical worlds.

Reference: Business of Fashion