With mobile accounting for more than a third of health and beauty transactions, mobile-optimized sites have become table stakes for beauty brands. Rather than simply creating mobile-friendly content, forward-thinking brands integrate the changing format of mobile platforms into their content strategies from the ground up.

Swipeability offers a case in point. After Instagram introduced the ability to swipe through content, several beauty brands used the functionality in creative ways, reflecting their smart, adaptive approach to mobile.

Beauty brands

For example, DevaCurl offered step-by-step educational tutorials, while Ouidad followers could swipe through images of different hair types to find targeted recommendations. Similarly, Verb Hair bolstered its product pages with how-tos that were not only mobile-native but also swipeable. By moving swiftly to create unique content for the new format, these brands stayed ahead of the curve, ensuring continued relevance to consumers.

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