Let’s be honest here. Women, and an increasing number of men, are more concerned with their personal appearance than ever before. (Thank Hollywood and Vogue for setting such a high bar!)
Nonetheless, the beauty industry has to provide and keep up with our ever-growing demand for products that enhance our appearance and make us feel attractive.
As a self-declared makeup and skincare addict and marketer, I have enough knowledge of both industries to share some pointers on how you can introduce and brand a new beauty product — something I should probably consider doing in the future.
Here are some of my tips as well as things I’ve seen and learned through my journey to sobriety. ;)
There Is No Need to Resort to Traditional Marketing
You may not have a budget large enough to hire a PR agency or pay television networks, magazines, and radio stations. And that’s okay.
When it comes to new beauty products, these channels don’t have the same value they used to. Today’s media landscape allows upcoming beauty brands to use new platforms like social media and blogs.
First Things First in Beauty Business…
Makeup is an art, but not everyone is an artist. And with so many styles and products to choose from, the average makeup addict will quickly realize they need help.
That’s good news for you. There’s a whole online community of makeup addicts like myself, looking for the newest and most popular things to try.
Within this community are some highly visible and respected makeup artists and beauty bloggers, or “Beauty Gurus” as we call them in the beauty world, who use social media to share their opinion and ideas for using various products.
Building a relatable brand might be the first step in building your own successful beauty line. Creative social posts and collaborating with others will help your beauty line stay on the right track for success!
How to Market a New Beauty Product
The first, and probably most important step to take for introducing a new beauty product is to give it away for free…
Yes, I said FREE!
Not to everyone, of course. You should choose the personalities who are willing to do reviews and specialize in your type of product. If you give them one of your beauty products as a sample, they generally write an article or create a video reviewing your product, which has many benefits:
- Targeted exposure to people most likely to buy your product
- Perspective on what you may need to improve before you mass-produce
- Attractive features you may not have previously considered
- Recommendations from influencers that your target audience respects and listens to
If you choose the right people and have an amazing product, consumers will be knocking at your beauty business’ door demanding the product after seeing the reviews.
That said, it’s also imperative that you have active social media accounts, which brings me to tip numero dos.
If You Are in Beauty Industry Set Up Social Media Accounts…
The effectiveness of social media for marketing a new product has already been tried and tested many times. These networks enable small beauty companies that intend to launch a new product to reach a wider range of customers.
The accounts that are most necessary for this particular industry, in order of importance, are: Instagram, Facebook and Pinterest.
The world of beauty products has exploded on social media in recent years. (Skin care and makeup) This increased popularity can result in major visibility.
Social media marketing initiatives allow you to easily target your niche, acts as an additional storefront, opens up the lines of communication between your cosmetic business and the millions of potential customers, and ultimately, bumps up your search rankings.
…And Maintain Them — Consistency Is Key!
Here’s some easy and simple ways to maintain your accounts:
- Share articles, videos and images that contain tips and tricks
- Highlight milestones and product reviews from beauty influencers
- Offer customer service — respond to questions
- Weekly sharing of content
- Share visual content; images of people using or wearing your product are best
- Use #hashtags to increase exposure and gain followers
- Promote contests and giveaways
- Share visual content
- Create boards and graphics (that are related to your product, of course)
Study the Cosmetic, Skin Care and Makeup Competition.
This is a must. In order to establish a competitive advantage, you need to know all the brands offering a similar product and what they’re doing so that you can do something unique and interesting.
Identify and Nurture Your Audience for Your Beauty Brand and Beauty Products
No product will ever appeal to everyone, which is why you need to find out who would be most interested in what you’re offering.
Once you know who you’re trying to sell to, you can determine how to appeal to their desires and generate demand for your product.
For example, let’s say you’re targeting middle-aged women with an anti-wrinkle cream.
They obviously want to look more youthful, but why? Are they a professional feeling out of place in a younger workforce?
Are they nostalgic for something in their youth? Are they afraid their spouse no longer desires them?
When you can pinpoint the emotional drive behind the purchase, you’ll be able to create a personal brand identity, voice, and story that appeals to your ideal customer and persuades them to try your beauty brand and skincare products.
So there you have it! Simple, easy, low cost and, in my opinion, fun too.
Micro-Influencers for Beauty Marketing
There’s a major shift occurring in the influencer industry. Customers want to interact with real people and identify with their everyday struggles, which is why micro-influencers have become so popular recently: someone who knows how to build communities based on trusty loyalty will win over audiences of all sizes!
Social Blade is a great tool for monitoring social media platforms and finding the right influencer. With this information, you can easily launch your influencer marketing campaign with confidence and track your social media presence!
Content Marketing
Content marketing is a strategy that can be used to promote a beauty brand.
Relevant, valuable content will attract your target audience and engage them in the process of acquiring or being loyal customers for this product line.
This mindset must become part of what it means “to be” when you’re working with these skincare products because they have such potential as tools towards building an active following through social media channels like Instagram, Facebook, etc., all while staying true on Twitter too!
In order to compete in today’s cosmetics market, you need content that is both informative and engaging. Consider these ideas for creating your own unique skincare products routine or home spa treatments:
To teach people how they can set up a professional quality beauty regimen at any time of day without having an expert come into their house (or hire!),
create “how-to” tutorials on YouTube with clear instructions from start t finish using everyday items found around most homes like lotion bottles/foam rollers etc., watch out though!
These will take some effort because not only does each step have its own video but there are also live shots where different angles show what needs to be done next while voice-over commentary goes along perfectly helping clarify anything unclear about.
Beauty Products and Testimonials for Beauty Marketing
Your customers will thank you for shortening their research with a testimonial.
The more information and links related to your product, the better! If they happen upon someone who writes an enthusiastic review about one of your cosmetic products- add in those additional details so it becomes impossible not to find out what they think.
A Community for Beauty Marketing and Brand Awareness
The modern world is a digital one, and as millennials grow older they will be the consumers who hold most of their power.
Cosmetic brands must start investing more money into building communities for their customers on social media or other online forums in order to stay relevant to this generation’s inner desire.
As a beauty marketer, you need to find your skincare brand voice and stick with the main focus of what makes it unique.
Inspire customers by letting them share their feedback about favorite skincare products and beauty products in these groups while also inspiring fashion tips for other members who are looking for some new inspiration from time to time!
Promote special promotions that only those who join as exclusive subscribers know about or offer discounts on items just out from a popular natural beauty brand.
If you want to keep your existing customers and improve your personal brand loyalty, the best way is by strengthening their connection with your cosmetics brand.
Partnering with Hotels and Spas Is an Effective Beauty Marketing Strategy
One way to increase brand awareness and create a holistic approach to beauty products is by partnering with other companies in different industries, such as hotels or spas.
These partnerships will not only help build trust for your company but also open up new distribution channels that can bring them recognition across many sectors of society!
The beautiful thing about this strategy is that it doesn’t only apply to the beauty industry.
Whatever your industry or product, whether it be eCommerce or home interior design, in the end, it should be something you feel passionate about.
Believe that your product is the best there is and use these tips to make it happen!
Are you struggling to market a new product? Give us 30 minutes and we’ll show you what we can do to help.
FAQ – Marketing Tips for Beauty Products
How do I advertise my beauty products?
In order to promote your skin care products online, you need a strong communication strategy. You also can’t forget about social media! Here are some of the key ways small or global beauty businesses should use these channels:
Make Your Products Stand Out – Use images and videos in ads that highlight what sets them apart from competitors’ offerings by showcasing features or benefits.
Start A Blog, create an informative blog post platform with regular content on topics such as tips/tricks for using certain tools offered within stores like Instagram (@store_name 4),
Customer service policies etc., which will allow customers who see your online store page have access not only to buy but ask questions they may have too.
How can I increase my beauty sales?
Businesses are always looking for new ways to grow and generate more revenue.
One way is by implementing customer-driven, in-store campaigns that offer special promotions or deals during certain times of the year such as BOGO (buy one get two) events which gives shoppers an opportunity at savings while also helping businesses achieve increased profits from their storefronts’ inventory levels.
Thanks largely due to this marketing strategy ability to attract customers who may have been hesitant about making purchases without getting something valued free with purchase!
Who is the target market for cosmetics?
The makeup industry is primarily designed with women aged 18 and above in mind.
However, men can also purchase make-up items from online stores depending on the product’s design features which are specifically tailored towards them.
What is the best marketing strategy?
Many people are looking for ways to improve their marketing strategies. If you’re one such individual, the following list of best practices will be sure to help get things off on the right track:
Educate with your content- Educating clients goes beyond providing them with simple information; it involves creating and sharing helpful resources and user-generated content so they can continue learning while also earning trust from customers who view this kind of outreach as an investment in themselves or the company’s future success.
Personalize messaging – never underestimate how important delivering tailored messages around customer needs really is!
It not only leads directly toward winning new business but creates lasting relationships based upon mutual respect between personal branding.
How do you stand out in the beauty industry?
The key to making your business stand out from the rest is by being creative and innovative.
You can do this in two ways: first, come up with new ideas that will make people take notice of what you have going on; second (and more importantly) be professional about how you present yourself online as well!
It’s important because if there are any holes or mistakes then customers might start worrying whether everything else matters too.
What can I sell in a cosmetic shop?
The beauty products below are a list of items for you to sell. Magnetic eyelashes, shimmer nail polish, and hair wigs are popular among website visitors in the market place so make sure these things come standard with every item on your sales page!
