QR codes are used across a range of industries to enhance consumers’ shopping experience and positive opinion of brands. With over 3.6 billion smartphone users worldwide in 2020 (Statista) capable of instantly scanning QR codes, brands that leverage QR codes appeal to huge numbers of consumers across the globe.
In this guide we explain how cosmetics brands can use QR codes to engage consumers, heighten the customer experience and create interactive shopping journeys. For more cosmetics marketing ideas, read our beauty marketing ideas and inspiration blog!
What Are QR Codes?
QR (Quick Response) codes are similar to barcodes. Like barcodes, QR codes are machine readable and store information. Modern smartphone cameras can be used to scan QR codes and reveal information to users.
As QR codes are small, free and easy to set up, reusable, and accessible to billions of consumers, this technology has a wealth of advantages. By simply printing the QR code on marketing materials, products or posters, brands can save on printing costs and elevate the consumer experience.
Instead of typing out long URLs or following numerous steps, consumers can simply scan the code, and complete actions!
The list of applications for QR codes is extensive and ever-growing. Popular uses include signing into events, directing consumers to a brand’s website, prepaying for products for pickup, and adding to virtual shopping baskets. Food outlets even use QR codes to allow customers to pay for orders in advance then collect them by scanning a QR code – just like Dunkin’ Donuts.
How to use QR Codes for Cosmetics Brands
Cosmetics brands looking to delight customers, inform consumers, generate sales, and create an interactive shopping experience should look to QR codes.
Here are just some examples of how QR codes can be used by cosmetics brands to create amazing shopping experiences for consumers.
QR codes to give more information
Cosmetic product packaging may be small or simply designed, leaving little room for all the extra information brands may want to give consumers about their product. Adding a small QR code and the instruction “scan me for more information!” that takes consumers through to a dedicated landing page online full of product-specific information can go a long way in relaying information without compromising on product looks.
Just be sure your product label includes everything it needs to! Check out our dedicated blog on beauty and cosmetic labelling requirements for help.
Online, where space and design are relatively limitless, cosmetic brands can create resources that will aid and inform consumers while they shop products. From how-to video guides or demonstrative pictures, to ingredients information and allergy information, QR code-accessed webpages can include everything a consumer needs to know to make a purchase and more!
QR codes to make purchases
Brick and mortar cosmetics stores can use QR codes to enable contact-free shopping, something desirable in a post-pandemic world. Using the QR code to scan items, similar to a barcode, consumers can add products to their virtual and physical baskets and pay online. This system is deployed in supermarkets, with customers using handheld scanners to scan products as they put them int the basket.
Instead of queueing, waiting for service, and needing cash, consumers can simply and easily manage their shop via a website.
QR codes to personalise shopping experience
Similar to the above idea, QR codes on shop shelves next to products can take consumers through to helpful online resources concerning cosmetics products and brands. This can be taken to the next level and be more tailored to the purchasing of cosmetics.
Consumers can scan QR codes and be taken to a quick online quiz that tells them which mascara achieves the look they like, or which foundation suits their skin type. Instead of just reading information and guessing what works for them, consumers who complete quizzes and receive personalised suggestions will feel confidence and empowered to make their purchases.
Some brands even offer QR codes that take consumers to an app download which enables virtual makeup trying on via VR. This way consumers can test cosmetics and assess looks without having to touch any actual products.
QR codes for discounts
QR codes are often employed for discounts. In this instance, consumers scan a code, and a discount is revealed to them.
This is a great solution for ‘showrooming’, a phenomenon whereby consumers visit physical stores to review products before then purchasing online for a cheaper price. By having QR codes that can be scanned to reveal a discount only redeemable in store at physical premises, consumers will be more tempted to buy on the spot instead of looking online for cheaper options.
QR codes for purchase from samples
Sending or giving out product samples is a popular marketing technique for beauty and cosmetics brands looking to expand their market, with proven results. When sending out a sample, it is imperative that the consumer can easily purchase a full-size product afterwards, otherwise brands risk being forgotten about.
To secure a purchase, cosmetics samples can have QR codes on the sachet packaging which leads consumers through to an e-commerce store for purchase. This ensures that the consumer has an instant way to make a purchase if they like the product, securing a sale.
To solidify the purchase further, cosmetics brands could add a discount to the call to action, i.e. “Scan to purchase! 50% off – limited time offer”.
See more: How to Use Cosmetics Samples to Grow Your Business – A Step by Step Guide
QR codes to measure marketing effectiveness
Sometimes measuring the success of a marketing campaign can be tricky, and generally relies on sales reports which can be influenced by a range of other factors. QR codes offer a foolproof way to assess whether consumers interact with marketing materials and how.
For example, as consumers scan QR codes and can be taken to a URL, tracking can be placed on the landing page to collect data on how many users visit that unique page and the actions they take once on the page.
Beyond measuring success, QR codes can be used to optimise campaigns too. Comparing data from various marketing campaigns or variations using QR code tracking can prove which have been most effective in bringing in sales.
QR codes to grow social media following
For cosmetics brands looking to boost their online following on social media, QR codes are a convenient solution! In place of consumers typing out brand names, possible errors, and confusion with other brands, QR codes ensure consumers are taken to your social media page. All the consumer has to do is press ‘like’!
To make the scanning of the QR code exciting for consumers, make the tag line engaging. Examples include “scan to find out more”, “scan to be the first to know about new products”, or “join our community of beauty lovers”.
QR codes to prevent counterfeits
The global market for counterfeit products is worth over one trillion – and something like cosmetics, where high-end brands are constantly replicated, is an often-counterfeited industry.
QR codes are used on products to direct consumers to websites that proof authenticity. This tactic is commonly used for high-end clothing brands to certify origin and authenticity; however, it is applicable across industries with luxury brands.
Learn More with Fillcon
We are expert product fillers for a range of products and industries, specialising in cosmetic sampling solutions. With our background in cosmetics and beauty, we can expertly advise on packaging types and requirements to suit your business. Whether you need bottles, tubes, sachets or more filling, Fillcon can help!
For innovative, quality packaging to fit the needs of your brand and sampling solutions to boost your marketing efforts, get in touch!
See more: Best E-Commerce Packaging for Beauty and Cosmetics Brands
