Consumer behavior has shifted dramatically, especially when it comes to fashion and beauty. As more people spend time at home, they are gravitating towards fashion makes them comfortable – sweatpants, hoodies, and comfy t-shirts. From “shackets” to “flatforms,” streetwear is also taking a turn towards being more practical and prioritizing comfort. This shift hasn’t just affected the fashion industry, but it has also impacted the beauty industry. Consumers are opting for a more minimalistic approach towards makeup and hair, also known as the clean beauty look.

Reaching consumers who are passionate about beauty and fashion just got a bit easier with Gravy’s latest lifestyle advertising audience: Trendsetters. Trendsetters are mobile users who frequently visit venues associated with beauty and fashion. They are always Instagram and TikTok close-up ready, and love to share their finds with the fashion community. 

Here are some examples of how fashion and beauty advertising campaigns can be optimized for today’s consumer behavior.

• For Retail Brands: Retailers specializing in beauty and fashion can reach trendsetters by creating ad campaigns which reach them in places that they frequent the most, such as shopping malls or their favorite shoe store. In addition, brands can create conquesting campaigns to reach trendsetters who shop at their competitors’ stores.
• For Entertainment Brands: While trendsetters won’t be hitting the runway for inspiration anytime soon, entertainment brands shouldn’t hesitate to consider using this location-based advertising audience to promote virtual events. Entertainment venues can reach trendsetters who might be interested in attending online events like a virtual fashion week, or even a virtual make-up try-on co-sponsored with a major beauty brand.
• For Banks: Trendsetters love to shop, and may consider their credit card as the best friend. Reward points and discounts are a great way to encourage them to embrace a potential beauty or fashion splurge. By using this lifestyle advertising audience, financial services like banks can advertise beauty and fashion brands that participate in their credit card rewards program.

Consumer behavior in a post-COVID world is only going to continue to impact fashion and beauty trends. Ready to reach beauty and fashion trendsetters? Check out our latest location-based advertising audiences below.