Marketing Strategies for Cosmetic Brands

With many available options for beauty products these days, it is evident that the cosmetics market has grown exponentially in the past few years. 

With consumers embracing digital shopping over the pandemic, online sales have become a significant revenue driver.

The beauty market is predicted to grow to $750 billion by 2024, and it is already gaining momentum.

Given below are marketing strategies that can help beauty brands grow.

Build Brand Advocacy 

The strongest asset of beauty brands is the enthusiasm of their customers. Cosmetics companies today should invest in building communities of customers and fans via social media platforms. It is crucial to find a brand voice, and to stick to the main focus of the brand.

Customers can be encouraged to share their feedback and beauty tips within the community.

The cost-effectiveness of leveraging brand advocacy has led to newer, smaller, and more successful brands that base their entire marketing strategy on social media.

Collaboration with beauty experts to help people solve their problems can also help increase engagement.

Packaging that Works

With the beauty industry being highly competitive, brands should not take brand loyalty for granted. To stand out in crowded department store shelves and digital spaces, the packaging of beauty products should elevate the brand and catch viewers’ eyes.

The message of the brand should also be amply expressed by the packaging, whether that message is the quality of being funky, sustainable, or appealing to a particular demographic. Strong design elements -whether they are  metallic inks or high sheen finishes- can leave a strong impression.

Create SEO Friendly Content

Conducting keyword research can help a business  learn about what its customers care about, and what they are looking for online.

Creating SEO friendly content is a productive way to get in front of the right audience when they are most receptive to messaging.

The content should be keyword-rich copy that addresses frequently searched questions or topics and include  internal links to relevant products.

Use Testimonials

Testimonials go a long way in affecting the decision-making process of customers. If someone has written a positive review of products, it would be useful to add a link to the product description before the review. According to a survey, most customers trust online reviews and consider them as personal recommendations.

Customized Quizzes

Customized beauty and skincare quizzes have grown in popularity over the past few years. Such quizzes help customers figure out how products work, as well as how to properly care for their hair and skin.

For instance, Nars deployed a coronavirus-specific quiz in order to determine appropriate brand content, social posts, and live streams. Function of Beauty is a brand of custom haircare and skincare products that bases its marketing on in-depth online quizzes.