The skin care industry might show excellent signs of growth year-on-year, but that doesn’t tell the whole picture about the challenges facing beauty companies.
What customers want and what they value is different today than it was a decade ago. And it’s that nuance that businesses need to understand if they want to create effective marketing campaigns.
If you have skin care products to sell in 2023, read on. This guide will explain the dos and don’ts of skin care marketing that are relevant to today’s industry.
Do Research Today’s Typical Skin Care Customer
Your first step to effective marketing is understanding your audience and target customer. So, you must grasp how rapidly the skin care industry is changing. It’s fast-paced.
If you created your customer profile a mere five years ago, it may already be out of date.
Today’s customer is more discerning. And thanks to social media and beauty influencers, modern consumers are more informed than ever.
That means you have a customer who wants in-depth information about your skin care that extends beyond promises. Consumers want to know about skin care products’ ingredients, safety, and sustainability.
They’ll expect to see that in your marketing campaigns when selling make up or skin care products. And they will need greater levels of information about your product before they are ready to make a decision.
In other words, though impulse buyers still exist, they are becoming rarer.
Don’t Assume Transparent Product Marketing Stops At Skin Care Labelling
Transparency is a vital part of effective skin care marketing. But this goes beyond adding information to labels or product descriptions on your website.
When you put together your marketing campaigns, consider how you can present your data concisely but engagingly. Use a combination of video, text, and testimonials to convey your message.
Tell a story about your brand. You’ll want to share details such as product sources, processing techniques, and scientific evidence. Talk about your relationship with suppliers and why you work with them.
All this helps inform your customer, and at the same time, it will share your brand’s values. That’s important in today’s market, where customers want ethical, trustworthy skin care products.
Do Take an Extensive Approach to Digital Marketing
Marketing your brand online means taking a broad approach to your marketing channels. Website blog posts and product pages are still important, but you need to go further than this to have the impact you want.
Video content is essential, and you’ll reach your target audience by marketing on YouTube, Instagram, and TikTok that way.
You can share mixed content on these channels that combines information and promotional material. That could include tutorials, customer results (testimonials), and science-focused infomercials.
You can also try podcasts. Use these to show your credentials and trustworthiness via interviews with industry experts.
Webinars are also a popular format. You can offer a Q+A with a skin care expert followed by a product discount for attendees.
Embracing this layered approach to digital marketing will extend your reach. It will help you become a trusted authority in skin care.
Don’t Adopt One-Size-Fits-All Branding
Customers are more inclined to buy from skincare brands that feel personalized.
Unique products like makeup customized to a person’s skin tone have become popular. Most consumers realize that a generic solution isn’t a good fit for skin care, and it’s something they’ll look for in your branding.
Make sure this is part of your marketing effort. Avoid a generic promotion that appeals to your entire customer base.
Instead, choose personalized campaigns that reach out to individual market segments. Use data analytics tools to help with this. Analytics will help you segment your audience and track how your campaigns perform.
If a promotional ad is underperforming, you may need to tweak your message to that audience segment.
Do Aim for Authenticity in Your Branding
The skin care market is becoming more saturated, so you must stand out from the competition. But don’t assume that means gimmicks. In fact, the best way to stand out is to have a message and a brand that feels more authentic.
Customers will warm to you if you are a genuine and honest company with a human feel to your marketing.
It will also distinguish your business from the many slick and sophisticated skin care ads already out there. Being authentic means showing your personality as a brand and showcasing the people behind the product.
It also means using honest storytelling in your marketing campaigns. That will help you connect with consumers who value ethical and unique companies.
Don’t Ignore Eco-Conscious Consumers
Customers expect all companies to show environmental responsibility, even if it’s not a core part of their branding. You must explain the steps you take as a business to be more sustainable.
That might be recycled packaging, eco-friendly ingredients, or donating some of your profits to environmental causes.
However you choose to address environmental concerns, ensure this is a key part of your marketing message. You should also aim to get industry credentials to back up your claims.
For example, get Fair Trade accredited if you use sustainable product sourcing or USDA Organic if you use organic ingredients.
Explain in your marketing why you adopt this approach. And use behind-the-scenes videos to share stories about making your product more sustainable for customers.
Do Embrace Diversity
Embracing diversity in your marketing efforts is a business necessity. Your customers will span a range of ethnicities, cultures, ages, genders, and body types.
You’ll demonstrate an inclusive brand by representing as many customers as possible in your marketing.
It will reflect the values of your business and will also indicate that you understand your customers. You can use marketing techniques like testimonials to share stories from various demographics.
Let customers speak directly to the camera about how your skin care products work for them. You’ll help your customers feel seen, and they’ll remember your brand for all the right reasons.
Don’t Focus on Popularity Metrics
It may be tempting with your marketing to aim for metrics more about popularity than effective reach. For example, followers on social media don’t always translate to customers.
It’s the engagement you need, not numbers.
The same rule is true if you try influencer marketing. Influencers are a great way to reach new audiences in the skin care industry.
However, focusing on authentic influencers will have dedicated followers rather than those with high follower numbers. You are more likely to get good engagement from your marketing promotions.
Do Embrace New Technologies
New technologies are emerging all the time that can make your marketing campaigns more effective.
Take AI, for example. You can use this technology to produce incredible effects with video promotions or to help you research market segments. You should also consider whether you can incorporate AR and VR into your marketing.
For example, you could use this at industry events to transport people into your labs or where you source ingredients.
These experiences are memorable and unique. They’ll also set you apart as a company that embraces the future – whether that’s your skin care product innovation or marketing technology.
Don’t Ignore Data Privacy
Personal data has fast become a commodity, and users and governments have reacted to this with concern.
New privacy laws constantly pop up via new regulations, and customers are savvier about the information they share with businesses. Be transparent with your marketing and how you use data.
Be ethical, too.
Don’t ask for more information than you need, and never share it unnecessarily. Ensure this is clear in your marketing message so customers understand you take their concerns seriously.
Do Test Your Campaigns
Few campaigns see success immediately.
When you run an ad, it may not resonate with your audience as expected. You’ll probably need to make tweaks. Testing your ads and other promotions is crucial to your marketing strategy.
It will help you discover what works before you roll out a campaign to a massive global audience, ultimately saving you money on your marketing.
Embrace mistakes and use them as learning points instead of pushing ahead with a marketing idea that doesn’t show promise.
Don’t Ignore Emerging Platforms
New social media platforms spring up all the time. The same is true for ad platforms and other marketing trends.
You must stay on top of what’s happening in the marketing industry to grab opportunities as they emerge. For example, TikTok use has snowballed in the past few years, and it’s a great way to showcase a beauty brand.
The earlier you get involved with these new platforms, the better. You’ll find it easier to reach your target audience.
Skin Care Marketing: Staying Relevant in 2023
You may have an excellent track record of skin care marketing.
But that doesn’t mean last year’s strategies will work in 2023. The industry is changing, customers want new features in their skin care, and you’ll need to adapt your approach to branding and marketing.
Embrace new technology and emerging marketing channels, and research your target customer.
To discover more about how our branding and product design solutions in cosmetics at Pioneer Innovation can help you, schedule an intro call with us today.