Today’s beauty consumers crave more than just sleek packaging and celeb endorsements. Sure, there’s a level of brand loyalty like any industry, but the truth about the beauty business is simple—consumers are more savvy, informed, and deeply invested in brands that resonate with their values and deliver on their promises.
With so many products on the market, the marketing of these products has changed. And the same is true for many industries. A product-centric approach just doesn’t cut it anymore. Too many products are free from harmful chemicals, have a sleek design, are endorsed by someone you know, and have an “innovative formula.”
The shift in tactics relies more heavily on experience-driven marketing. If you can get a consumer who loves camping to believe that your make-up is the best for their weekend camping trip, you’ve just captured another sale.
We’re a marketing agency who experienced first-hand what it’s like to dive into the beauty industry with our client, Honestly Margo (more on this below). But before we get into that, we wanted to share some insights we gathered when it came to effective beauty marketing strategies.
We can also tell you about it on a call…after you schedule one with us…today.
5 Strategies for Effective Beauty Marketing
Here are five key strategies we’ve seen and used for effective beauty marketing that not only resonates with your audience, but also inspires them to buy.
1. Tell a Compelling Story
Instead of technical specs, tell a story. Storytelling tends to be the cornerstone of a good content marketing strategy. Show how your product empowers people to express themselves, build confidence, and transform their own definition of beauty. Let real people be your models, people with stories of self-discovery and the positive impact your product has had on their lives. Real voices and experiences are the key to building trust and connection, especially in a crowded market like the beauty industry.
2. Know Your Audience
Success hinges on understanding your target audience, which is largely based on your own brand identity. If you aren’t hitting the right people—which are likely the target of other brands just like you—then no money comes in and your brand is left scrambling.
Dive deep into your audience to tailor messaging that resonates (it could be promoting organic skincare to millennials, or advertising luxury makeup to high-end shoppers). And this audience insight goes beyond marketing, informing your brand’s product development and inspiring creations, all in efforts to match your customer base’s desires and needs.
3. Build Brand Loyalty With a Community
Community is one of the most famous buzzword’s around. You hear it all the time in marketing and in the creator economy. “You must build a community to be successful.”
We know you’ve heard this before. But here’s the thing about buzzwords—while they can be annoying to hear, there is truth to their action. See, people want to be a part of something, and if your brand can be that outlet for customers to connect, share experiences, and feel valued, then you’ve won. Take this one step further to loyalty where customers will only ever use your brand, and you’ve double won.
Building brand loyalty through community isn’t just about optics (another buzzword, yay!), but allowing your customers to be heard and be a part of something. For you, that translates to sales.
4. Don’t Be Afraid of Tech and Innovation
If you’re in the beauty space, you know it thrives on constant evolution. Embracing technology and innovation is the key to staying ahead of the curve. Sure, this is true of most industries, but the beauty industry is unique. Think about tech like virtual try-on tools and AR filters that not only provide a fun and interactive experience for your consumers, but also boost sales by increasing confidence in their product selection. And it goes without saying that staying on top of social media trends and capturing a younger audience is necessary, so long as that demographic is within your target audience profile.
5. Never Lack Transparency
Transparency about your ingredients, manufacturing process, and impact on the environment is no longer an option. While some brands continue to shortcut the system, a lack of transparency does catch up in the long run. To shy away from transparency can damage your reputation and can lead to lost sales. And if you’ve managed to build a community of loyal customers (as mentioned above), that brand loyalty will slowly start to crumble. Transparency empowers consumers to make informed decisions that align with their own priorities and establishes a long-lasting relationship between you and them.
Hiring a Beauty Marketing Agency? We Got the Experience.
We mentioned our experience with the beauty company, Honestly Margo. The mother-daughter duo faced an increasingly crowded beauty market and called on us to help them break through. Our goal was to create and execute a comprehensive digital strategy which consisted of optimizing their website for search engines, crafting engaging pay-per-click ads, and revamping their website design for a more user-friendly and brand-aligned experience.
Our efforts contributed to an increase in web revenue by 165 percent, transactions by 59 percent, and campaign ROI by 74 percent. Read more about our case study with Honesty Margo here.
If you’re in the beauty biz and are looking for a marketing agency to help boost your brand, schedule a call with us. We’d love to talk with you.
