In the digital age, consumers are more connected than ever before. As traditional advertising becomes saturated and consumer habits shift towards on-demand content, businesses need to find innovative ways to engage with their audiences. Podcasting has emerged as an immensely popular medium, offering fashion and beauty companies an incredible opportunity to connect with their target market in an intimate and informative way. In this blog, we will explore the numerous benefits that a fashion and beauty company can derive from launching a branded podcast.
The place to start when considering a fashion and beauty podcast is to ask two questions: "Why create a podcast?" and "What business benefits will accrue to our organization?" Here are a few that support key marketing objectives:
Building Brand Authority
A branded podcast featuring style tips, beauty trends, and interviews with industry experts and influencers positions the company as a thought leader and authority in the fashion and beauty space. By sharing valuable insights and insider knowledge, the company gains credibility, fostering trust and loyalty among listeners. One great example is Dior Talks, a set of podcast Series created and published by Christian Dior. The podcast offers an inside look into the world of this luxury fashion house. It features conversations with artists, collaborators, and experts who provide unique insights into the brand. However, very little, if any, mention is made to Christian Dior’s products; rather the guests and topics focus on issues that are of great interest to women in general. In one Series called Feminism, check out this Episode with Felicity Jones. Here the focus is on entertaining and informing the audience, which reflects positively on the Dior brand.
Connecting With Your Target Audience
Podcasts enable fashion and beauty companies to form a deeper connection with their audience. Through the power of storytelling and authentic conversations, brands can resonate with listeners, creating an emotional bond that goes beyond transactional relationships. We like "Breaking Beauty" by Paula's Choice Skincare. This podcast, hosted by two beauty editors Jill and Carleen, focuses on skincare science, ingredient education, and debunking beauty myths. Unlike Dior Talks which focus on broad issues, Breaking Beauty makes a more personal connection with its audience that is personal in nature, with tips for skincare routines and topics like preventive Botox. They even have Dr. Pimple Popper on as a guest (!) so there’s a bent toward pure entertainment as well.
Building an Influencer Network
Hosting interviews with industry experts and influencers not only enriches the content but also helps the fashion and beauty companies gain access to a wider network and tap into the influencer's audience, further boosting brand visibility. One really cool one is Barneys Podcast published by Barneys New York, a luxury department store. This podcast delves into fashion, culture, and lifestyle - featuring interviews with designers, industry insiders, and other notable figures. The guest list is an eclectic crew, including Iman Shumpert (Sacramento Kings basketball player), "fashion icon" Gucci Westman (Gwenyth Paltrow’s makeup artists), and Kelly Rowland (Destiny’s Child singer). These influencers provide conduits into new markets and demographics via storytelling that is both entertaining and relevant to the lives of the audience.
The Bottom Line: Podcasting Can Bring Excitement to Your Branding and Audience Building Initiatives
Incorporating a branded podcast into the marketing strategy of a fashion and beauty company can unlock a plethora of opportunities. By delivering engaging content, sharing valuable insights, and fostering authentic connections, companies can elevate their brand's position, increase brand awareness, and generate leads. As podcasting continues to thrive, fashion and beauty brands that embrace this medium are well-positioned to captivate their audiences and leave a lasting impression in the hearts and minds of consumers.
These are only a few examples, and the landscape in fashion podcasting is continually evolving. To find the latest and most relevant podcasts in the fashion and beauty space, I recommend checking popular podcast platforms like Apple Podcasts, Spotify, and Google Podcasts, as well as the official websites and social media accounts of leading fashion and beauty brands.