Beauty is an industry that thrives on innovation and reinvention, so it’s unsurprising that some of the best campaigns we’re seeing right now are those whose roots are in the past. Nostalgia as a marketing tool is the strategy of tapping into consumers’ fond memories and past cultural touchpoints, and right now we’re seeing it appear all the time in beauty. So, why is it resonating so strongly and how can brands harness this tactic?
Why does nostalgia marketing work so well for beauty brands?
Emotional connection – beauty has always been deeply personal so if a brand references past eras or cultural moments or products that a consumer grew up with, it allows them to speak to consumers on a deeper level and it’s very likely that it will immediately spark an emotional response which helps build trust and a connection with that brand.
Social media virality – nostalgic products and moments are easy to share and often do very well on social media, garnering lots of likes, comments and shares. Throwback TikTok trends and Instagram retro aesthetics always get shared and consumers love sharing things that remind them of happy past times. Throwback moments and products encourage natural UGC making nostalgia a great social media growth tactic.
Comfort in familiarity – in a world that has so much turbulence and uncertainty right now, by fondly looking backwards, consumers can find a lot of comfort through this familiarity. Recognisable scents, packaging or products can be like emotional anchors to consumers, comforted by the sentimentality of the past and it helps them feel authentically connected to the brand.
Helping appeal to a broader audience – by referencing cultural moments from the past, it helps younger brands resonate with a wider, older audience. Using 90’s trends in your products and marketing will resonate with millennials who lived it the first time round while also appealing to Gen Z audiences who may be discovering the trend for the first time.
Which brands are doing it well?
There are some brilliant nostalgia marketing examples from brands like Lush, MAC, Lancôme, Jo Malone, Urban Decay and even younger brands like Kylie Cosmetics.
Lanc̫me launched their iconic Juicy Tubes in 2000. After discontinuing them in 2018, by 2020, lip gloss once again came back in style, and Lanc̫me revived their iconic Juicy Tubes Рwith huge success. This is a great example how bringing back cult favourite, discontinued products uses nostalgia branding to tap into past trends and build authentic connections with old and new consumers alike.
Kylie Jenner is a Gen Z icon, so Kylie Cosmetics isn’t the first brand you’d expect to lean into Gen Z nostalgia marketing, but it has done so successfully on several occasions. One standout example for me was the brand’s Freddy Krueger Halloween collection, which came packaged in a VHS-inspired box. This clever design didn’t just give consumers makeup but also a nostalgic experience of unboxing a VHS tape which older generations would have been very familiar with.
British brand Jo Malone has leaned heavily into nostalgic marketing in many ways. It has been utilising its British heritage and creating scents that are quintessentially British and undoubtedly nostalgic to many. Like Paddington Bear’s orange marmalade scent, it’s Raspberry Ripple ice cream scent and their campaign featuring Tom Hardy, utilising Hardy’s British roots and love for London, all of which evoke a strong sense of familiarity and an emotional connection for many.
How brands can utilise nostalgic marketing effectively?
Brands can achieve nostalgic marketing through various strategies, from utilising past trends in their packaging, their product assortment to creating nostalgia marketing campaigns that trigger strong emotional connections with consumers by stirring sentimental feelings.
If you’re already working with influencers and want to try tapping into nostalgia marketing to see how effective it can be for your brand, there are many influencers that are recreating 90s and 2000s beauty looks. This can be a relatively low effort, but authentic way to tap into throwback trends while creating potential viral content opportunities.
Something that brands that use nostalgia marketing need to be mindful of, is that campaigns need to be authentic and relevant to your brand and your demographic. To create the desired impact, it’s important that brands choose the right cultural moment and/or the right collaboration that’s meaningful for your brand. Tapping into nostalgia isn’t just about reusing old ideas, it’s about carefully reinventing them so they’re culturally relevant to today’s society and specifically to your audience.
If utilising nostalgic moments is something you’re interested in, or if you have questions about your digital strategy, get in touch with us today. Our trend-led digital marketing specialists can create tailor made strategies that will see your brand stand-out.
