With a lot of beauty products being discovered on social media today, to make it in the industry a cosmetic company’s marketing strategy has to be serious.
A lot of content is not enough.
The beauty industry has changed in the way consumers discover, buy and assess makeup and skincare products.
According to studies, 46% of consumers discover new products online, 36% assess new products online, and 41% purchase new products online. So beauty companies should straddle online and offline experiences by launching digital marketing campaigns supported by offline showrooms, vending trucks, and promotional events like pop-up shops.
Certain steps have to be taken for an effective promotion of beauty brands.
1) Beauty products have to stand out against the competition.
Digital platforms like Instagram or Facebook could be utilised to make a brand’s products appear as desirable as possible. They should appear to be must-haves and meet the needs of their audience.The product might be packaged well too, or its ingredients may be unique.
2) Use high quality product images to promote products.
Keep tabs on reviews. Positive customer feedback improves a company’s chances of making more sales while negative customer reviews could spoil its reputation.
3)Start a blog.
Starting a blog can provide a company with a platform through which it can discuss the latest beauty trends.This practice helps businesses engage with customers. It also helps to expand the presence of brands online. A good blog needs to have consistent content. Some really popular blogs are KatieJaneHughes.com and TiaWard.com
4) Customers love special offers and discounts.
Include free samples, special offers, and events that can generate a buzz about your brand. For example, buy one get one free, 20 percent off deals, or an online competition that will involve the usage of a given product. If a brand uses promotional offers, consumers will try to buy their product before the offer ends, as they will be getting it at a lower price than usual.
5) A great marketing tool is a testimonial.
Testimonials from happy customers will improve the credibility of any beauty brand. A written testimonial accompanied by a customer’s name, photographs, or a short video on a blog or social media pages will make a brand more believable.
6) Use real people as influencers.
Customers readily identify with real people and their everyday struggles. Authenticity always wins the attention of customers. Influencers can share skincare routines and tips, which is an effective way to attract new customers.
7) “Before and after” stories on Instagram and YouTube will prove the effectiveness of a brand.
User-generated content is a great strategy to build the popularity of a brand.
8) A brand needs to find a niche so that it stands out amidst the clutter.
A good way to find a niche would be to find out who you want to sell the brand to. Instead of casting too wide a net and exhausting yourself with confusing potential customers, be more specific about the target market. Look at demographics like gender, language, income level, location etc.