Data-rich research report proving how empathy in
marketing drives business growth in the beauty, wellness, and
personal care industries
NEW
YORK, July 9, 2024 /PRNewswire/ -- Ad Age and
Base Beauty Creative Agency, a tech-enabled creative marketing
& digital growth agency, launch a first-of-its-kind research
report, "The Empathy Effect: Unlocking explosive growth in beauty,
wellness, and personal care industries." Base Beauty and Ad Age
co-sponsored the creation of this breakthrough white paper that
reveals the transformative power of empathy in marketing as a
catalyst for business growth.
As part of this six-month-long research project, Ad Age deployed
a custom survey with Signet Research Inc. to C-suite leaders at
beauty, wellness, and personal care companies. The 200+
decision-maker survey respondents shared their experiences with
advancing marketing and creative initiatives, their points of view
on where agency partners provide value, and what role empathetic
thinking plays in this work.
The results found that 84% of respondents agreed that their
internal teams are "stretched too thin to keep up with all of our
business goals and priorities." And 64% agree that their
marketing teams "often lack the expertise to transform these
data into strategic insights" with two-thirds of
respondents confirming that change occurs so frequently in the
advertising ecosystem that it is difficult for our marketing team
to keep up with them.
As AI is poised to transform the beauty and personal care
industries, empathy is vital to bridging the gap between automation
and humanity. Base Beauty integrates empathy into their marketing
strategies by starting with tech-enabled quantitative analysis
using data from sources like Mintel, Tagger, Brandwatch, and Muck
Rack, which is especially important since the report shows that
95% of industry leaders rate "expertise in data analysis" as
important when selecting or maintaining an agency.
Infusing humanity into marketing is the key to unlocking its
true potential and creating meaningful connections, according to
Alan Samuel Cohen, a business coach
and certified emotional intelligence (EQ) assessor. "Stepping into
the shoes and the lives and the experiences of the customer is so
important. It's about having genuine care and concern for how your
product or service makes that client's or customer's life
better—it's all about empathy," said Cohen.
However, Base Beauty's method goes beyond data, blending pop
culture, industry knowledge, and human emotions to create
personalized strategies that build trusting client relationships.
In the survey, respondents agreed that empathy is critical for the
work to be successful. When asked which of eight attributes
characterize their ideal agency partner, the two attributes that
rose to the top were: "staff who can directly relate to the
experiences of my customers" at 54% and "staff whose
experiences directly align with those of myself and my team" at
51%. 59% said "caring deeply about how our customers feel
when they are making purchase decisions" ranking third in
critical importance.
"While many marketers intuitively understand the synergy between
empathy and marketing, this concept has never been explored in such
depth until partnering with Base Beauty. This research report
demonstrates that empathy is essential for fostering meaningful
consumer interactions," said John
Dioso, Editor of Ad Age Studio 30. The findings are backed
by extensive research and real-world case studies from agency
clients Milani Cosmetics, Face Reality Skincare, and EltaMD,
offering actionable insights for businesses seeking to integrate
empathy into their marketing and customer service practices.
Key findings and an overview of the impact:
- 76% of the surveyed audience agreed that
"Responsiveness" and "working with us as genuine partners that
share our needs and concerns" were critically important factors
when selecting or maintaining an agency
- 63% of Beauty/wellness segment respondents have the
empathetic desire for agency "staff who can relate to the
experiences of my customers"
- When asked to describe their ideal agency, 44% of
respondents agreed with the sentiment: "My ideal creative/media
agency is immersed in our business and looks at our business
challenges from the consumer's perspective"
- When asked to pick the two types of messaging that create the
deepest long-term connections to their end users, 55% of the
respondents selected messaging that "demonstrates that your
products/services truly understand the customer's needs"
- Empathy plays a large role in meeting client needs. At the top
of clients' wish lists for their agencies was that all of
them are experts in their industries (44%) and doing a better job
of stepping into their customer's shoes (38%).
"Empathy is a fascinating human-powered tool in our tech-enabled
marketing toolbox," said Jodi Katz,
CEO of Base Beauty Creative Agency. "Our data-driven creativity
process is super-powered by our team's empathy and our report
provides compelling evidence that empathy is not just a buzzword
but a fundamental driver of business success, and builds lasting
client relationships."
Driving business growth hinges on leveraging data enriched with
empathy to craft communications that deeply resonate and inspire.
The comprehensive analysis delves into the pivotal role of empathy
in marketing strategies and how it significantly fuels growth,
enhances shareholder value, establishes category leadership, and
expands market share.
Download the White Paper:
"The Empathy Effect:
Unlocking explosive growth in beauty, wellness, and personal care
industries" is available for download on the Ad Age website
HERE.
Base Beauty Creative Agency invites businesses, media, and
industry professionals to explore the transformative power of
empathy through this insightful analysis. Join us in embracing
empathy as a cornerstone of business success. On July 17 from 12 PM to 1 PM
ET, Base Beauty is hosting a virtual panel featuring
industry leaders from the beauty, wellness, and personal care
sectors discussing empathy's impact on business growth. Moderated
by Base Beauty's CEO and Founder, Jodi
Katz, including industry experts John Dioso, Editor of Ad Age Studio 30;
Alan Cohen, Executive Coach and
Emotional Intelligence Expert; Jerry
Wu, CMO at Grande Cosmetics; and Echo Sandburg, Chief Brand Officer at CP Skin Health Group. Register
to join HERE.
About Base Beauty Creative Agency:
Base Beauty
Creative Agency is a tech-enabled creative marketing &
digital growth agency specializing in beauty, wellness, and
personal care. Founded by beauty marketing expert, Jodi Katz, BBCA offers a fully integrated,
360-degree approach to marketing. BBCA serves high-profile clients
like Galderma, Colgate-Palmolive, Merz, and Wella, harnessing the
power of data-driven creativity and empathy to accelerate growth
across all channels. BBCA's holistic marketing structure ensures
cohesive and effective performance.
About Ad Age:
Ad Age is a daily must-read for an
influential audience of decision-makers and disruptors across the
marketing and media landscapes. Created in 1930 to cover a
burgeoning industry with objectivity, accuracy, and fairness, Ad
Age continues to be powered by award-winning journalism. Today, Ad
Age is a global media brand focusing on curated creativity, data
and analysis, people and culture, and innovation and forecasting.
From indispensable industry coverage to must-attend events and
innovative platform offerings, its industry-leading offerings
include the coveted A-List & Creativity Awards, the Ad Age Next
Conference, and proprietary data such as the Leading National
Advertisers Report from the Ad Age Datacenter.
Connect with Us:
[LinkedIn]
[Instagram]
[TikTok]
View original content to download
multimedia:https://www.prnewswire.com/news-releases/base-beauty-creative-agency--ad-age-launch-marketing-research-report-the-empathy-effect-302191264.html
SOURCE Base Beauty Creative Agency