5 Marketing Strategies for Beauty and Cosmetic Brands

7 marketing strategies for beauty brands

7 winning Marketing Strategies for Beauty and Cosmetic Brands

Creating your own beauty brand in 2022 is as easy as click, click, voila! From drop shipping to private labeling and DIY formulations in your kitchen, everyone and their mother is launching a new beauty brand. Now, while creating the product has become easier, being strategic in the way you market and promote your beauty brand still takes some creative thinking and good planning.

If you’re planning to open a beauty business or launch your own line of beauty and self-care products, then this guide is for you. If you’re wondering where to start, this interview I did with former L’Oreal Chemist, Manessa Lormejuste, will give you a great idea of what it takes.

In this article, I will teach you 7 Marketing Strategies for beauty and cosmetic brands to turn your existing beauty products from your best-kept secret into an engaging beauty brand your audience will know, like, trust and purchase.

Build up a Personal Brand

In the crowded beauty market, it’s very important that you distinguish yourself from your competitors. Knowing your market niche is one thing, but ensuring that they know you and a whole other ball game. this is why building up your personal brand is so important if you want to promote your beauty business.

Your story helps to differentiate you from your competitors and allows potential shoppers to connect with you and relate to you in a unique way. This doesn’t mean turning your life into a reality show. But it means giving your product context and talking about the inspiration that led you to create the brand and the behind scenes of the product’s life cycle. Want to learn more about personal branding, check out my book the Brandprint, where I break it down for you.

Create distinctive brand design and messaging

Apart from your personal brand, you want to ensure that your product is branded to stand out from competitors. Figure out the colours, the packaging, the brand story and the words you use to describe your brand’s unique features. You definitely want to spend some time working on these elements before you go hard on your marketing.

When you decide what these will be, you don’t have to worry about constantly changing your colours, logo, labeling, or packaging if someone has an opinion. You’ll be confident because you’d have spent time working on your brand. You understand the story and context tied to your unique brand and beauty product.

Unique package design

How many times have you seen a beauty product and were immediately drawn in by its packaging? This has happened to me more times than I can count. Unusual package design works well to market a beauty product as it can be a real point of differentiation for your brand. 

5-marketing-strategies-for-beauty-and-cosmetic-brands For example, cosmetics brand No.7 released a new, post-pandemic. red lip colour, with a distinctive new package design. With one 1/2 of the letter “o” in “No.7” coloured in red,  to show that smiles are back, given the fact that the world was wearing masks and for almost 2 years, we weren’t able to see smiles. 

This is a simple yet effective way to use packaging to market their lipstick and connect with the audience in a real and relatable way. Because many people have been anxious to show their “smiles” again and boots just give the world the lipstick to show up with a bang.

Drive traffic to your Cosmetic Business Website

Use Facebook, Google, Tik Tok or Pinterest Ads

One way to drive lots of traffic quickly to your website is by using paid ads. If you have the budget to invest in ads, by all means, enlist the help of paid media. This is particularly useful if you want to get subscribers onto your mailing list quickly or if you have a special promotion or a launch happening.  

Generate organic traffic: Create a content strategy to promote your beauty brand

Digital content is one of the quickest and easiest ways to get your beauty brand out there. However, with the number of brands online creating content, it’s not good enough to just throw anything up on your Instagram or Tik Tok account. You have to actually make a plan for the kind of content you want to create. It’s also crucial to know the social media channels or websites where your potential customers might be hanging out so you can put the content where they are.

You need to plan what you want to say about your beauty product as well as how you want your content to look and sound when it shows up. Also, the places you’d want your people to see that content, and what exactly you want them to know, feel and do once they have seen your video, picture, reel, pin, blog or whatever you produce. If you give people value, they pay attention and keep coming back.

Create a searchable website

Now that you know how you’ll drive that traffic, let’s talk about your brand website. An essential part of your marketing strategy for beauty products is creating a website that’s easy to find where people can buy what you’re selling. Selling through IG shops and Facebook can work in the beginning, but as you grow, you want to have a space of your own online that’s exclusive to your beauty brand. In addition, if you want people to find you easily for your specific products, your website needs to be optimized for search. Using SEO or search engine optimization, isn’t just for blogs, it’s important for e-commerce brands as well.

Create a community

One of the most important reasons that you need content is because it allows you to create a community of people who are interested in what you do. Having a community you can rely on makes marketing your beauty product easier for a few reasons. Your community is made up of people who already know you and are interested in what you have to offer. They will give you real feedback that you can use to improve your product and they can become long-term repeat customers.

A community increases the likelihood of product sales, user-generated content and word-of-mouth marketing. Having a community is like having a built-in referral system. To build your community you’ve got to create dialogue with your content.  Ask questions, request feedback, and invite people to take a look behind the scenes with you as you work.

Collaborate with beauty businesses and influencers

One of the easiest ways to do marketing for beauty products is through collaborations with other people in your industry. Working with spas, salons and make-up studios are all excellent ways to get your product in front of a warm audience. If you’re a fairly new brand, with a small budget, micro-influencers may even work with you.  They may be willing to post about your products on social media if you send them PR packages.

Use email marketing to remain visible

If you’re not using email marketing to sell your product, you need to start.  Email remains one of the most effective ways to communicate with your audience online. It also helps you keep your brand visible and keep the customer relationships warm and engaging.  My top platform for email marketing is AWeber, as it’s affordable and user-friendly. Get started on your next email campaign to start your skincare or hair care product. 

Want to know if you’re doing a good job marketing your beauty brand?  Let’s help you launch and market your beauty brand. Take my brand assessment quiz to get started.  Click here to get my free download

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