Nearly 90% Beauty Purchases Influenced By Content Engagement: Dharmarajan K, Tata CliQ Beauty

The integration of content consumption and digital technologies has brought about a transformative shift in the way consumers make purchasing decisions. Dharmarajan K, the Chief Business Officer of Tata CliQ Beauty, recently highlighted the substantial impact of content on the buying journey, particularly within the beauty industry at the e4m Techmanch, Digital Marketing Conference 2023 on 10 August. With a focus on leveraging data and technology, he emphasised on the role of personalised content in guiding consumers through the intricate landscape of beauty products and brands. 

The address explored the challenges, solutions, and aspirations that Tata CliQ Beauty is pursuing to position itself as a trusted and informative partner for consumers in their pursuit of beauty products. Dharmarajan K also underscored that nearly 90 per cent of beauty-related purchases had some form of content interaction, whether it was before, during, or after the buying process. This indicated a growing reliance on content for decision-making in the beauty sector.

The Chief Business Officer addressed challenges faced by consumers, stating that while content was available across various platforms, it often lacked personalisation. Consumers had to search through content to find information tailored to their specific needs, such as skin type or care preferences. Additionally, he mentioned the absence of a systematic way to categorise beauty brands based on their offerings, ingredients, efficacy claims, sustainability practices, and more.

Dharmarajan K outlined three key areas of focus to address these challenges, which includes: 

Personalisation: Tata CliQ Beauty delved deep into understanding individual consumers, taking into account factors like skin type, hair type, geography, brand preferences, and more. They used various interactive tools, including AR/VR technology and gamified questionnaires, to gather this information. By analyzing browsing behavior, content engagement, and product purchases, they developed algorithms to recommend personalised products and content to consumers.

Content Hierarchy: The platform categorised content in a hierarchical structure. User-generated content formed the base level, where consumers shared their experiences with products based on their skin and hair types. Micro-influencers from different regions created content relevant to their specific audience. Tata CliQ Beauty curated this content to ensure it reached the right consumers.

Brand Partners and Experts: The platform also partnered with beauty brands and content creators to provide insightful content about product ingredients, launches, usage tips, and more. Moreover, they collaborated with cosmetologists, dermatologists, and makeup artists to establish authority in the beauty space.