5 Marketing Strategies for Beauty and Cosmetic Brands

7 marketing strategies for beauty brands

Want to create marketing strategies for beauty products? Here are the 7 winning beauty brands marketing strategies!

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.

If you are into learning everything there is learning to market for beauty brands, then you can check this marketing masterclass course for beauty entrepreneurs.

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.


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.

Why Drive traffic to your Cosmetic Business Website

Visitor traffic is one of the most important metrics you should be tracking and analyzing in your business. The more visitors who visit your website, the higher chance they will convert to a purchase.

Driving traffic to your website is a great way to show you are successfully connecting with consumers, and they want more of what you have.

Here are some ways to drive traffic to your 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.  

If you are using TikTok then you can check these 100 content ideas for Tiktok!

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.

Any beauty brand’s marketing strategy is incomplete without content. marketing strategy for beauty products should always include text and video content.

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.

Reasons why a brand building is required for beauty products!

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 – Use user-generated content and social media channels

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 for branding

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 and text 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 customer relationships warm and engaging. Adding text messaging to the mix helps ta take the relationship deeper.  My top email marketing and texting platform for e-commerce brands is Klayvio. It provides detailed analytics and data reports to help make better marketing and communications decisions. 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

Additional Tips to improve your marketing strategies for beauty products


Highlight the difference

When it comes to marketing your beauty products, there are a few key things to keep in mind. Make sure your website or online store reflects who you are as a brand- be sure to include all of your branding materials such as your logo, graphics, and photos. Additionally, make it easy for media outlets to access information about your company by creating a press page or blog site that will house all company news and brand mentions.

Do not overlook the benefits of augmented and virtual reality

Augmented reality and virtual reality are becoming more and more popular, and for good reason. They offer a wealth of benefits for industries such as the beauty industry. For example, augmented reality is perfect for allowing people to try makeup while using their smartphones. This can be done by using an app that allows you to try on different shades of lipstick or eyeshadow. Additionally, virtual reality allows those interested in visiting a salon or business a real-time view of the premises. This can be done by creating a virtual tour of the business. Finally, content marketers have given more attention to videos as they have begun to understand the impact that video content has on retail sales. In fact, it has been found that retailers who use video content see an average of an 80% increase in their conversion rates.

What’s the best way to stay top of mind with customers?

There are a number of different marketing strategies that can be used to stay top of mind with customers in the beauty industry. Some of the most effective strategies include promoting fun experiences that differentiate your brand from competitors, adding a link in the product description to share testimonials or video testimonials, and promoting positive experiences to shorten the customer’s research process.

Promote transparent pricing strategies

There are a number of different ways to market beauty products, and some strategies are more successful than others. One important factor to consider is transparency- make sure your potential clients and customers can understand the price structure of your product or service. You also need to be clear about the cost of services before providing a final price for something like liposuction surgery. Finally, engaging customers through contests and promotions can increase sales significantly.

Where to sell skincare products online?

There are a number of different places you can sell your skincare products online. The most effective and popular channels are social media sites such as Facebook, Twitter, and YouTube. In order to make the most out of these platforms, it is important to post interesting, visually stimulating content regularly. This will help you create a dominating presence on these channels. Additionally, it is important to dedicate a page for your cosmetic products on social media sites. Make sure this page is professionally designed and looks great. You can also use crowdsourcing sites like Designhill to get help with designing your social media pages.

Why spend money advertising to existing customers?

Paid advertising is a great way to reach more potential customers and increase sales. It can help you build brand loyalty and attract customers who may not have been reached through organic content marketing. Additionally, paid advertising allows you to target your audience according to their interests and demographic criteria. This ensures that you are only spending money on ads that are likely to result in sales.

There are a number of marketing strategies that can be effective for promoting beauty products. For example, Facebook and Instagram ads can be used to target people based on their interests and demographic criteria. Additionally, Google ads can be used to reach customers who are already looking for skincare products to buy.

How these tips for marketing for beauty products will help you?

These tips for marketing for beauty products will help you to know what kind of marketing strategies are best in order to sell your product. However, don’t get lost in marketing and forget about delivering a high-quality product.

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