Beauty marketing is a specialized type of marketing that focuses on promoting and selling beauty products and services. It helps brands connect with their target audience, showcase their offerings and ultimately drive sales.
In this article, you'll gain a comprehensive understanding of what beauty marketing entails and why it's essential for the success of any beauty brand.
What is beauty marketing?
At its core, beauty marketing involves creating a connection between beauty brands and consumers. It's about communicating the values, benefits and unique selling points of beauty products or services to entice potential customers. This can be achieved through various channels and marketing strategies such as social media, content marketing, influencer partnerships and more.
It’s also often an all-encompassing approach that includes product development, market research, branding and customer engagement. While also acting as the driving force behind brand awareness and customer loyalty in an industry that thrives on innovation and trends.
8 best beauty marketing strategies
Over the years, beauty marketing strategies have evolved to include a variety of platforms and tactics. They include:
01. Digital marketing
This can involve using online marketing channels to promote your beauty business. Popular digital marketing channels include:
Your own website
Search Engine Optimization and Paid search ads
Digital marketing means finding your users online and then making sure you show up with a marketing resource where they are. This could mean having your website rank in the first page of search engine results for beauty related queries, or for paid google ad search terms.
02. Content marketing
Creating valuable content like blog posts, tutorials and reviews is a great way to educate and engage potential customers. Starting a beauty blog is one way to build up an engaged audience who return to your content for beauty tips and information. You can then include call-to-actions in your blog content to lead readers to your beauty product or service pages.
Video marketing is another important part of content marketing and can be particularly effective for a beauty business. Potential customers may love videos on makeup sessions using your products or services. You can share these on your website, or via Youtube as one example.
03. Social media marketing
Social media marketing has become indispensable in the beauty marketing industry. They offer a direct line to consumers and provide an interactive online space for you to engage with your audience, showcase your products and build a community around your beauty business idea.
Social media channels like Instagram, Facebook, Twitter and TikTok serve as powerful tools for beauty brands to:
Showcase visual content: Beauty is visual by nature, and social media is the perfect showcase for high-quality images and videos.
Engage with customers: Brands can interact directly with consumers through comments, messages and live streams. You can also engage your audience with contests that encourage them to post with a branded hashtag for a chance to win prizes.
Launch new products: Social media is often the first place new products are introduced to the market.
Some examples of beauty marketing on social media are:
A skincare brand might use Instagram stories to demonstrate the benefits of their new moisturizer.
A makeup company could partner with influencers on TikTok to create viral challenges that feature their products.
A hair care line might use Facebook Live sessions to educate customers on how to use their styling tools.
04. Influencer marketing
Partnering with individuals who have a strong online folllowing, usually via social media platforms, to promote beauty products in an authentic and relatable manner is a popular way to reach a large target audience in an authentic way. Influencers will usually be paid to use your products online, in a natural way. They may also do it in exchange for free products. Learn more about influencer marketing.
"Influencers need to be open to stick to the brand’s general brief that does include brand guidelines and a clear list of do's and don'ts. Additionally, they should submit to the brand’s representative a general outline for review and feedback before investing in creating the content."
Sarah Adam, Head of Marketing Partnerships and Influencer Marketing at Wix Studio
05. Create subscription boxes
Offer a curated selection of products on a subscription basis, giving customers the chance to explore new items regularly. This might include sending seasonally themed boxes and products.
06. Hosting beauty events and workshops
Organize workshops, either online or in-person, to educate consumers about your products and create a community around your brand. You can organize these independently, or sponsor popular beauty events and networking events.
07. Cause marketing
This might mean aligning with a charitable cause that resonates with your brand values and donating a portion of sales from specific products.
08. Develop limited-edition collaborations
Partner with celebrities or influencers to create limited-edition products that generate excitement and exclusivity. If you’re a new or small business you might need to start with less high profile influencers to build your brand, then work your way and your budget, up to more influential celebrities.
How to a kickstart career in beauty marketing
Embarking on a career in beauty marketing can be both exciting and rewarding. With the right approach, you can find your niche within this dynamic industry. Here's how to get started.
Internships: Gain hands-on experience and industry knowledge by interning with beauty brands or marketing agencies.
Education: Enroll in beauty marketing courses that offer specialized training and insights into the industry.
Networking: Attend industry events and connect with professionals on platforms like LinkedIn.
The beauty marketing field offers a variety of roles, including:
Brand manager: Oversee a brand's image, product development, and marketing strategies.
Social media coordinator: Manage a brand's social media presence and create engaging content.
Content creator: Produce compelling content such as blog posts, videos, and tutorials that align with the brand's voice.