One of my favourite industries to work with is beauty, as it lends itself to some of the most creative and interesting marketing. The following are 10 tips on marketing for beauty brands that cover more than the marketing channels themselves, and look more at the messages and ideas you can apply right across your marketing to generate many more sales from both new and returning customers.
- Know your Target Audience
I can’t stress enough just how much target audiences inform good marketing and with beauty this is even more important, as your audience knowledge should feed into so much of what you offer and create.
Knowing your audience helps you better anticipate fears, objections and concerns so you can tailor your advertising messages to be more effective.
- What can I do to help my audience?
- Why are my products the perfect choice for them?
- What will make them buy my products over another brand?
- Look and feel
Beauty is probably one of the most competitive markets, especially online, and visually you need to have a clear identity of your own. It’s all too easy to fall into set designs and find your products don’t stand out.
Good examples of clear brand identity are Lush and Liz Earle; both very different brands, but both use distinctive styling that make them stand out both online and in-store.
Lush use a bold white font on black and brightly coloured products, while Liz Earle has a unique blue/green colour that is so linked to their brand they launched a nail polish to match.
Having a clear look and feel helps your marketing, because you need to standout and be noticeable for all the right reasons.
Think about ads on social media, Google shopping feed ads or even remarketing ads on sites. These all work so much better with a clear, stand out brand. But it’s not only for paid advertising when someone visits your website, blog or social profile; it should be clear who you are just from the brand look and feel.
- Communicating benefits
Beauty is all about the benefits, be that younger looking skin or getting rid of blemishes, so clearly communicating benefits is vital for successful marketing.
People don’t want lots of wordy text. They want to see what the product can do for them quickly, but also in a way the incites the action to buy.
However, be careful on your wording – you can’t just claim anything in your marketing copy. There is a fine line here between promoting products and making exaggerated claims that could get you into hot water.
- Communicating value
Similar to benefits, value is also important in marketing content and this can include more about product features and pricing.
Does the product have multiple uses? Is it quick and easy to use? Will it last longer or go further?
From offering something free, to competitions and even gift bundles, communicating value is a key marketing tool and one not to be overlooked.
It’s especially useful if your products are more expensive to show the extra value they give as opposed to cheaper alternatives.
- Pitched at the right price
Beauty is a luxury product and as such can be easily devalued if you go too low in your pricing.
Always consider what your audience would feel comfortable paying for the value on offer.
Use discounts with care and as short term incentives. You don’t want to create a trend of customers only being prepared to buy your products when the price is discounted.
- Limited editions
A growing trend is to offer limited edition versions of popular products and a good example is Liz Earle offering seasonally inspired versions of their clean and polish cleanser.
When these work they often sell out and create a ‘must have’ buzz.
An alternative is to create time limited, seasonal only products and for several years Lush have used this to great effect, selling products only at certain times of the year – like their wonderful Rose Jam and Snow Fairy shower gels at Christmas.
- Gift Packs
A really popular marketing tool at Christmas, creating gift sets can be great all year round too.
Beauty makes a great and easy gift for many people. How many of us got, or gave, at least one beauty gift last Christmas?
Creating gift sets makes the process so much easier for the consumer. All they need to know is that the person loves your brand and then they can select a gift pack at the price point they want.
People give gifts all year, so while Christmas is a must, make sure you also offer gift packs all year round to some degree. Make it easy, through copy and images, to match up the gift with the person it should be given to.
- Delighting customers
Customers like feeling valued and special. From adding a free sample to an order, to a special offer on their birthday, look for ways to delight your customers.
Showing that you care about your customers can be one of the best ways to delight them.
Delighted customers are more like to:
- Give positive reviews
- Recommend your brand to others
- Buy from you again
- Quick and Easy
Nothing puts customers off more than bad service and a difficult, frustrating online checkout can be just a bad as a rude sales assistant.
Make sure your online store makes buying as simple, quick and easy as possible.
Get your shopping processes properly tested and use the feedback to make further improvements.
A good tip is to only ever ask for the information you need and, if appropriate, explain why you need it.
Be clear about what you need and give examples to avoid confusion.
- Trust and Security
A huge issue last year, and certainly not one that will go away any time soon, customers need to feel they can trust your brand and that their details are secure.
The first step is to be trustworthy with robust security online and clear policies on the data you hold and how it’s used. If the worst happens, be transparent about the situation, get it fixed fast and reassure customers, as this will help to protect your brand.
The second step is to communicate your trustworthiness and security into your marketing. It’s logical to include trust statements on your website, but make sure they appear in the right place and at the right point in the customer journey.
Don’t forget to include these in other marketing channels including emails, social channels and advertising.
You can also help customers stay secure with tips on choosing good passwords and reminders to update them.
These are just 10 tips on marketing for beauty brands that can really help your marketing efforts to be much more effective at generating sales from both new and returning customers while building a strong brand.