Digital Marketing Through the AIDA Model: A Look at Beauty Brands

Is your brand utilizing the AIDA model? If you weren’t already familiar, here is a quick rundown of the model as quickly covered by Annamarie Hanlon, Author at Smart Insights:

A - Attention: The first step of course is capturing the audience’s attention. The ultimate goal is to make the audience aware of your brand through any media.
I- Interest: After capturing attention, the next step is maintaining the interest of the audience. Here is where you would provide more information about your brand or product.

D - Desire: Next is persuading the audience to desire your product. Create an emotional tie or a sense of urgency to build this desire.
A - Action: The final step is leading the audience to take a specific action. Here you would include a clear call to action (CTA) that creates an easy path to conversion.

Following this model helps brands nurture their audience and lead them all the way through to the final desired action. Here is how some top beauty brands are currently utilizing it:

Glossier

Glossier is a brand that captures attention by using real customer photos and content instead of traditional models. This strategy sparks 'Interest' through its community-driven approach, showing real skincare routines and results on social platforms. The 'Desire' is created by highlighting product benefits and customer testimonials. Glossier provides easy shopping experiences, prompting users to take 'Action' with just a few clicks.

K18

K18 grabs 'Attention' with its statements on haircare backed by science. The 'Interest' is maintained through informative content that explains their patented peptide technology. The 'Desire' is created through before-and-after images shared by users and influencers, showcasing real results. For 'Action', K18 makes it easy for customers to purchase directly from their website, which offers detailed product information and user testimonials to push the buying decision.

These brands show how effectively using the AIDA model can create a compelling digital marketing strategy that not only creates brand awareness but also drives conversions. It’s important to consider each step to ensure consumers are moving through from awareness to conversion with no interruptions.

So if you’re not already, be sure to incorporate this model to your beauty brand to push consumers to that final “action” step.

Like this post? Read about Big Data in the beauty industry in my last post!