Jurlique Cosmetic Digital Marketing Audit

About Jurlique

A strong internet presence is vital to the health, wealth, and longevity of your company. Businesses that do not have a planned and purposeful online footprint may as well not exist at all in our increasingly digital world, and there’s a good chance they won’t for long. That said, merely having an online presence isn’t enough if it’s not built in a way that appeals to both your target audience and search engines (Chmil & Verzilova, 2020). This raises an important question: How can you know which of your internet marketing initiatives are succeeding and which are failing? Simply guessing is ineffective and will most likely not provide you with an accurate picture of the viability of your marketing strategy. A full digital marketing audit, on the other hand, will. A digital marketing audit is a detailed examination of your company’s digital marketing activities and outcomes. This includes your website, social media profiles, pay-per-click advertisements, and so on. A digital marketing campaign’s purpose is to establish which components of your marketing strategy are or are not effective so that you may enhance your operations (Parks, 2020). The purpose of this study is to assess the suitability of Jurlique cosmetic goods digital marketing for the Australian target market. The document also assesses if the brand’s channel choices, tone, frequency of postings, reach, or engagement are appropriate, and what may be done to improve.

Jurlique is a dynamic firm that focuses in providing its consumers with bio-dynamic farming, natural, and herbal skincare products. Jurlique began in 1985 on a farm in southern Australia. It was first conceived as a niche natural skincare brand by bio-chemist Dr Jurgen Klein and his wife Ulrike. Dr Klein has previously worked in herbalism, aromatherapy, nutrition, and skincare in his native Germany, including four years as a researcher and developer for prominent natural cosmetics firm Dr Hauschka (Jones & Spadafora, 2014). In 1984, he and his family relocated to south Australia for the climate, and a year later, Jurlique was born. It is presently the #1 skincare brand in Australia.

Jurlique’s primary target audience consists of girls aged 20 to 35 who are concerned about their skin’s health and are prepared to spend a reasonable price for skin care products. Furthermore, Juelique’s target audience is made up of people who understand the necessity of natural substances for their skin (Jones & Spadafora, 2014). Also, as spas become more popular, Jurlique’s target audience will broaden to include anybody who appreciates a relaxing and natural spa experience.

Jurlique is positioned in the market as a high-end organic skin care brand. It is presently the #1 skincare brand in Australia. Jurlique began as a niche skin care firm dedicated to using only the finest plant and herb components in its products (Jones & Spadafora, 2014). Jurlique promises to provide older ladies glowing skin and confidence via the power of nature and technology. Furthermore, Jurlique has established itself as a forerunner brand in the spa business due to its use of 100 percent natural essential oils. Jurlique has its own spa and has exclusive ties with many spa firms. With its botanically rich ingredients, Jurlique’s Spa experience provides a one-of-a-kind treatment that relaxes consumers from their hectic lives and takes them on a journey of beauty (Jones & Spadafora, 2014). Jurlique has been discovered and embraced by a larger client base after years of progress and development. Jurlique grows into a popular company as a pioneer in organic skin care products and spa industry, expanding internationally and actively adopting measures to improve our environment.

Jurlique’s Target Audience

They emphasize the importance of excellence in their communication. Furthermore, comments on their social media accounts indicate that their customers favor quality over money.

Jurlique is now doing well with its digital marketing approach. They have a grade one brand and client interaction on the Instagram platform. Their capacity to respond to their clients’ remarks raises the level of interaction. They have placed a greater emphasis on raising awareness. They focus so much on customer satisfaction, but solely for a single thread buyer, ladies.

Jurlique has chosen the right channel for the business however, it has not created the right tone. The brand has chosen to focus only on women and neglected men who would also want to take care of their skin. Their Instagram posts consists of only female faces and skin care products without hashtags and they are not posting regularly. Also, they are posting similar products instead of posting variety of products to attract several buyers.

There is an opportunity to showcase more male using Jurlique’s skincare products. This is because, individuals of both genders must take care of their skin (Parks, 2020). It isn’t really a gender issue. Skin care is a fundamental concern! It is not only crucial for looking your best and avoiding premature aging, but it is also an essential element of your entire wellbeing. Skin protection keeps harmful UV rays away from your face and body, lowering the risk of injury. More individuals are discovering the advantages of a basic face cleanser, moisturizer, and serum as their awareness of skin care grows.By Jurlique focusing on make skincare products too, they will have helped dismiss the believe that skincare is a gender thing, and they will also be able to expand their target market.

There is an opportunity to create awareness of artificial skincare products since not everybody prefers natural skincare products. This is because, various scenarios need the use of diverse skin care products. Natural products have a place in the market and fulfill a purpose. On the other side, there are times when chemical skincare products are required to properly treat certain skin conditions(Sobreira et al., 2020). Even though not natural, there are pharmaceutical creams and cosmetic chemicals that are not dangerous and can be useful. As a result, Jurlique may introduce legitimate chemicals and sell them through their social media sites in order to appeal to all conditions. It will have boosted its dependability in this manner.

There is also an opportunity to better utilize stories to a better level. Also, additional shots of products and hashtags would be helpful.In order to obtain more followers, businesses must use hashtags. They may only use 30 hashtags on every photo, but they must optimize those hashtags (Sobreira et al., 2020). They should devote a significant amount of effort to finding the appropriate hashtags for the company and the target audience.A skincare brand should be able to post on daily basis so that they keep their customers updated and also to keep them engaged.

Conclusion

Conclusively, Jurlique offers good quality natural skin care products to its customers. The company is positioned as a prestige organic skin care brand in the market. It is now Australia’s leading skincare brand. Jurlique uses Instagram platform to market its products. They ensure effective engagement with the customers by replying to their comments. However, the company focuses only on female products which is not appropriate. The company should ensure male representation also in their products and also produce artificial skincare products since not everybody uses natural skincare products.

References

Chmil, H., & Verzilova, H. (2020). Theoretical aspects of marketing audit organization at the trading enterprise. The Institute of Accounting, Control and Analysis in the Globalization Circumstances, 1(1), 89-97.https://ibo.wunu.edu.ua/index.php/iboen/article/view/460

Jones, G., & Spadafora, A. (2014). Jurlique: globalizing beauty from nature and science.https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=jurlique+marketing&oq=Jurliq#d=gs_cit&u=%2Fscholar%3Fq%3Dinfo%3ALSP3pBpX-d0J%3Ascholar.google.com%2F%26output%3Dcite%26scirp%3D0%26hl%3Den

Parks, E. (2020). Digital Marketing Proposal for Small Businesses: A Review of Digital Marketing Strategies Regarded as Best Practices for Brand Expansion.https://scholarworks.bgsu.edu/ms_smc/12/

Sobreira, D., Santos de Oliveira, D., & García-Peñalvo, F. J. (2020, October). The Use of Instagram as a Digital Marketing Tool by the Brazilian Library Councils in times of Covid-19. In Eighth International Conference on Technological Ecosystems for Enhancing Multiculturality (pp. 582-587).https://dl.acm.org/doi/abs/10.1145/3434780.343659

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