An eMarketer report has revealed that the personal care sector is among the fastest-growing on the Internet. It is estimated that the industry will spend $470 million on online advertising in 2006, an $80 million increase from last year. It is also predicted that by 2010, 13.8% of all health and beauty sales will be made online.
The vast audience interested in such products includes aging boomers that struggle to retain their youth, as well as Gen Y members that are looking to start families and careers. While 85% of these groups are online, they remain untapped and, as sophisticated Internet users, unlikely to respond to old-style online marketing. As a result, marketers are experimenting with microsites, podcasts, Web games, and online video broadcasts to reach the target audience.
eMarketer findings see search as a crucial marketing technique to reach personal care customers, as consumers have become skilled at searching online for what they want. Sponsored links and banner ads have been found to be far less influential.
“Companies should be defending their brands online and bringing traffic to their microsites by buying their brands as keywords at the very least,” said Lisa Phillips, eMarketer senior analyst and author of the report.