Over the past years, the beauty and cosmetics industries have grown exponentially. This has also increased its marketing potential. It can be daunting to get into such a highly saturated market, which is worth an estimated $532 billion in 2019, for new and established brands. There are no limits when it comes to marketing strategies for cosmetics and beauty brands. The beauty industry has a lot of growth potential.

Before the pandemic, beauty sales were dominated by brick-and-mortar shops like Sephora and Shoppers Drug Mart’s Beauty Boutique. 85% of beauty products were purchased in person.

With a shift in consumer shopping habits and especially a shift towards online shopping, smaller brands have been able to grow their businesses while competing with larger brands via digital marketing in Las Vegas.

The e-commerce sector is dominated by cosmetic and beauty brands. There are numerous beauty and health trends within the ecommerce sector.

87% of online beauty shoppers spent the same amount or more in 2021 than in person before COVID-19. 57% of consumers believe that nearly 1 in 4 of their 2020 beauty product purchases were made with brands they have never purchased from before.

Top 5 Marketing Strategies For Beauty and Cosmetic Brands

Kobe Digital recognizes the importance of marketing in the beauty industry. Their creative and performance team has compiled a list with 5 marketing strategies to help you market your cosmetics and beauty brand.

1. Create a community

The beauty industry is large, which means that there are a lot of potential customers. This also means that there are many competitors, so brands have to work twice as hard to stand out from the rest.

Your brand will grow and your customer loyalty will increase if you build a community through all your channels. You can do this in many ways.

• To make your brand a useful beauty guide, conduct frequent Q&A sessions on Instagram stories and in the comments. This is often done via social media. Sephora’s Beauty Insider Community, however, offers another example. Sephora’s beauty insiders, real employees who are available in real time to help customers shop through their ecommerce site, are available to chat with them.

• Make engaging and fun content for social media. Instead of constantly promoting your products through images and graphics, you can incorporate your products into lifestyle content. You can show the product in use by creating a routine for your skin or makeup, or even a tutorial about how to make or do something new with your product. Beauty companies are more likely to have a large following on Instagram because it is all about beautiful, visually pleasing content. Make sure that your content is entertaining.

• Incentivize your customers who are returning customers by offering discounts or samples. You can offer discounts or samples to customers who sign up for your newsletter. This will help you to strengthen your relationship with customers. Kobe Digital loves Privy and Klaviyo, which are both great tools for email marketing. A points system that rewards customers who purchase with a certain amount of points can be a great incentive. It allows them to get a free product in return for their purchases.

2. Create an Omnichannel Experience that flows seamlessly

Many distribution channels are important for successful beauty brands, including but certainly not limited to:

• Ecommerce site

• Blogging

• Subscribe to our email newsletter

• Social media platforms such as TikTok and Instagram, Facebook, YouTube, and Pinterest

• Advertisements & Paid Promotions

Cross-promoting and using different digital marketing in NYC methods can make it difficult to increase brand awareness and drive traffic. To make it easy for consumers, be active on multiple platforms and integrate all of your marketing channels. 

Each company website should offer the opportunity to sign up for the company newsletter. Your newsletters should also include buttons that direct subscribers to other channels.

Your company website should include your blogs in the header. This will allow you to direct traffic to your social media platforms.

The link should be included in every bio on every social media platform that your brand uses. Each channel should be able to connect to the other channels and direct customers easily to them.

3. User-Generated Content & Reviews

Word-of-mouth marketing is a powerful way to increase brand awareness and sales, regardless of how big or popular your brand may be. It’s also completely free. 

Any videos, pictures, reviews, etc. Customers can share information about your products on their social media platforms. You can also display them on your website.

Customers will trust the content that is authentic and not made by your brand. This is because it is more trustworthy than fake content.

4. Collaborate With Beauty Influencers

Influencer marketing is on the rise and can be largely attributed to the beauty industry.

Influencers in beauty have a significant impact on what’s trendy and which purchase decisions consumers make. One of the best marketing strategies for beauty companies is to have the right influencers representing them to speak directly with their customers.

You can increase brand awareness by partnering with influencers that connect with your brand and are part of your target audience. This will allow you to reach more people who are likely to buy from your brand.

It is also common to believe that smaller businesses cannot afford an influencer marketing strategy. However, this is not the truth.

These micro-influencers are influencers with less than 50k followers. They are often much cheaper to partner with and many will even offer to give products for free. Their focus on a niche and community engagement has proven to have high ROI.

When choosing models or influencers to represent your brand in the beauty industry, diversity and inclusion are important considerations.

A diverse group of people from diverse ethnicities, bodies, and gender identities can help you showcase your brand’s inclusion.

Fenty Beauty is a great example of a brand that is focused on diversity and continues to grow in success. It focuses heavily on people from all cultures and looks. This is incredible to experience and see from a consumer’s perspective.

5. Instagram Giveaways and Promotions

It can sometimes be difficult to convince consumers to buy your product, especially if it is their first time buying in a saturated market.

However, special discounts are sometimes offered to encourage those who have been on the fence to buy what they want.

Giving away giveaways is a great way of increasing exposure and engagement. However, you need to set up rules for who can win. To be considered the winner, consumers must like the post and tag a friend. Then, they can post the giveaway to their Instagram story.

These requirements will increase your brand’s engagement, which will reward your brand by being boosted via the Instagram algorithm. They also work to increase brand awareness by bringing new customers to your profile.

The ultimate goal is to create a community.

Wrapping up

The beauty and cosmetics market is large. There are many players, but just as many opportunities. The Kobe Digital marketing agency in Miami can help beauty brands who need additional guidance.