Skincare Marketing: 7 Strategies for Selling Beauty Products
Creating a skin care line is one thing, but marketing is another. Learn how to write killer product descriptions that will draw customers in and how to market skin care effectively using social media, influencers, and SEO strategies.
If you’re selling creams, serums, soaps, or other skin and hair care products online, having a killer skin care branding and marketing plan is one of the highest-impact ways you can increase sales and get your products out there.
Successful marketing plans can include campaigns on social media, working with influencers, and creating content—and we’ll get to that!—but it starts with the foundations of your company. That means your brand, your product descriptions, and how you differentiate yourself from competitors.
Knowing your business’ unique voice and who you’re selling to are the first steps in figuring out how to market your brand. Every skin care brand is different in how it chooses its customers, its look, and its selection of products.
That said, there are shared traits across skin care companies, and it’s worth examining the most meaningful similarities to ask: What should a product page look like? What details do customers want highlighted? How do customers discover their next favorite product?
In this overview, we’ll dive into skin care marketing strategy, skin care promotion ideas, skin care advertising and more.
Learn more: How to Start Your Own Skin Care Line (From Scratch)
How to market skin care products online
- Understand your skin care brand, your competitors, and your target market
- Write killer skin care product descriptions
- Take advantage of social media marketing
- Work with skin care influencers
- Invest in content marketing
- Pay attention to skin care SEO
- Dive into SMS marketing
Even businesses with an amazing product can struggle to make sales if their marketing strategy isn’t on point.
This is an overview of different types of marketing you can employ to get eyeballs on your skin care products.
1. Understand your skin care brand, your competitors, and your target market
Deciding what exactly your brand is and who’s going to be purchasing it is step one of your marketing. You can’t tell potential customers what to expect from your skin care line until you’ve pinned down exactly what you’re selling and why.
Define your skin care brand
Your brand isn’t just your logo and business name. It includes those things, but it’s also defining your value proposition. That means figuring out what you can offer as a benefit to customers when they use your product. Your value proposition should be specific, set you apart from competitors, and tell buyers what problem, or “pain point,” you can solve for them.
Some questions to ask yourself:
- What can your products do that others can’t? Are they easier to use or more effective than your competition?
- What skin, hygienic, or cosmetic issue can your products fix or improve?
- What makes your skin care line unique? Do you use specialized or all-natural ingredients? Do you have a commitment to environmentally friendly practices?
You should be precise. Making your brand “The world’s best skin care!” is vague, overly grand, and doesn’t actually tell customers anything about your products.
But something like, “Clean skin care made from the best ingredients” tells people that you have a commitment to using high-quality, natural ingredients and that you’ll be transparent about what’s in your products.
Take Glossier, for example. The brand tags itself as “The New Beauty Essentials” and “Skincare & Beauty Products Inspired by Real Life.” That tells customers to expect something easy to use, and that the brand offers a collection of skin care basics like cleanser and moisturizer.
The Ordinary brands itself as “Clinical Formulations with Integrity,” which tells us to expect well-tested products with proven results that make you picture someone in a lab coat. It carries that branding through to its packaging, which features a clean look that highlights the active ingredients in each product.
Try looking up different big skin care brands to see how their slogans and designs tie together.
Source: https://www.shopify.com/blog/skin-care-marketing-online-store#
