9 Marketing Strategies for Beauty and Cosmetic Brands (2022)

The global beauty market is predicted to grow to $750 billion by 2024, and growth in the online market has been especially strong. It may be a hard industry to navigate, but it’s our goal to provide some marketing tactics that you can use on your beauty line. Here’s our top 9 cosmetic marketing strategies you can act on to grow your brand!

Table of Contents

Build the Brand of Your Beauty Line

You can only really start experimenting with brand marketing strategies once you have a pretty good idea of what your brand represents.

The first step to defining your brand is understanding the trends of the industry. Research your target audience and find out what brands they’re buying when it comes to moisturizer, beard oil, or whichever products specifically apply to your product line.

After you’ve done your research, you’ll want to set your brand apart — highlight what makes it unique. There’s plenty of ways to do this, but perhaps one of the safest yet most effective ways to do so is by associating the brand of your beauty business with your own personal brand.

Build Up a Personal Brand

A strong personal brand can build credibility of your beauty line and help you come across as an established expert in the industry. We see examples of personal branding everywhere when it comes to cosmetic marketing — Kylie Jenner and Rihanna, just to name a few (Given, those two were household names long before their entrepreneurial efforts in beauty products). Still, growing your personal brand to have the reach of a micro-influencer is possible using a variety of strategies:

(Video) 5 Online Marketing Strategies For Beauty Businesses

  • Write blogs and articles
  • Talk about what inspired you to launch the cosmetic line
  • Share your story, challenges, knowledge, future plans
  • Share the goals of the business

Implementing these tactics can reinforce your leadership of the business while also making customers feel better about a purchase.

Having a good, well-established personal brand makes customers feel like their purchases are more person-to-person rather than a transaction from a business.

9 Marketing Strategies for Beauty and Cosmetic Brands (1)

Marketing Your Beauty and Cosmetics Brand on Social Media

Having a strong, consistent voice on social media is no longer an option when it comes to brand marketing strategies. It’s a necessity. For beauty products and cosmetics specifically, there’s a range of ways to find success on social media.

When you consider why someone buys beauty products, it’s easy to see why Instagram, Youtube, and TikTok are such great avenues for promoting your product. They’re platforms based on imagery!

With visually-based social media platforms, you can show off the exact results of using your products.

Before we get more into some specific things you can do for your beauty line on social media, here’s three essential guidelines for having a strong online presence:

  • Post content frequently. To stay top-of-mind, it’s important to maintain your online voice.
  • Respond and interact. When you engage with your audience, they’re more likely to keep engaging with your profile. Interaction builds a community and shows a human side behind the beauty business.
  • Cross-promote your channels. Connecting your profiles can drive up engagement on all your platforms. Introduce your Instagram audience to your TikTok, for example, showing them exclusive content on another format. This makes it easy for potential customers to discover your entire online presence, your profiles, your website, and your online store.

Find Brand Ambassadors on Instagram

Using brand ambassadors can be a small investment with very high rewards.

(Video) How to Market a Cosmetic Products | Marketing for Cosmetics | Cosmetics Marketing Plan Strategies

For example, by simply offering micro-influencers free or discounted products and perhaps some cash, your brand could get thousands of engagements from a single Instagram post.

Promote Your Cosmetics with Video Content

Video content has grown more and more popular, and videos using beauty products are no exception. Some videos you might consider are makeup or cosmetic tutorials, short clips of applying the product, and “behind the scenes” footage.

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Another prominent example is before-and-after images, which are huge when it comes to promoting beauty products. They show the impact of a product in a very straightforward way.

Using the same “before-and-after” strategy in video content can achieve the same effect, but with a few added embellishments. Here are some reasons you may use this strategy in video content as opposed to an image:

  • The model, actor or representative in the video may add their own personalized voice that echoes your brand.
  • The viewer may see the before-and-after effect as more trustworthy if they see someone actually using the product.
  • A video may seem to have a more human element than a still photograph.

Collaborate with Spas and Venues

A great in-person strategy for marketing your beauty brand is getting your products in trustworthy venues where great beauty products are expected.

Getting in spas, salons, hotels, etc., can both monetize your business and spread brand awareness.

9 Marketing Strategies for Beauty and Cosmetic Brands (3)

(Video) Top 9 Marketing Ideas For Skin Care Products

Collaborate with Organizations for Good Causes

Working with good causes, either by donating a portion of your proceeds to a nonprofit organization or by spreading awareness of the organization’s efforts, helps support something you believe in while also marketing to people with those same values.

Consider your brand’s identity, and see if there are any good causes that it would seem natural to partner up with.

For example, if your beauty products don’t test on animals, you could partner with or support an organization for animal rights or environmental conservation thus helping establish your values as a business.

Click here to learn more about cause marketing initiatives.

Driving Traffic to Your Cosmetic Business Website

Traffic is the keyword of the internet. And you want all of it. The two big ways to get people on your website are through paid advertising and tactics that generate organic traffic to your ecommerce store.

Paid Advertising on Google, Facebook, & Instagram

Paid advertising is a direct and quick way to increase the visibility of your website and social media posts.

Be sure to explore your ad-targeting options for Facebook, Instagram, Google, and other channels. You can test out some ads using quick tools such as adwhale. And don’t forget to retarget your advertisements. Shoppers who visit your website can be served ads later on, with messages that are specific to their previous experiences.

Having tools like Facebook Pixel and Google Ads Tag installed help navigate the retargeting process. Facebook Pixel works to track ad conversions and optimize ads, while Google Ads Tag tracks ad conversions as well, and remarkets products on your website.

(Video) Top Content Marketing Strategies for Beauty Businesses | Content Spa

Generate Organic Traffic

Organic traffic should be the main source of traffic to your website. To generate more organic traffic, try out these recommendations:

  • Email marketing: This may include website/social media content, new products updates, promotions, coupons, and brand newsletters.
  • Blogs: The content should echo your brand’s message. Blogs might include free recipes and engaging video tutorials.
  • SEO-Optimized Website: Every page on your site, and your website’s structure, should aim to rank well with Google.

Offer Promotions and Discounts

Many beauty products and cosmetics are generally in high demand, but rather expensive at the same time.

Offering discounts and promotions, either online or at brick and mortar locations, can be something you advertise to gain attention, and can be a way to convince customers away from the typical brands they purchase.

Use Creative Packaging for Your Cosmetics

Inevitably, creativity is what makes your brand unique. Packaging is the first thing people see on the shelves, and it’s meant in part to represent your brand — so it should be creative as well.

You do have to keep up with modern and changing trends when it comes to cosmetic packaging. There’s obviously no one right answer for what packaging to use, but here below is our selection of products:

Calypso Glass Jar6 oz.A wonderfully designed jar perfect for a range of beauty products.
Square Glass Jar3.4 oz.A jar with a unique design, great if you’re looking for a rigid symmetry
Rio Glass Bottle5 oz.A sturdy bottle with a classic style.
Square Glass Jar1.5 oz.A small, square jar with tons of charm.
Apothecary Glass Bottle3.4 oz.Modern and classic all at once.

For a more detailed guide on packaging design, check out our blog here. Or, if you need ideas for your cosmetics label, see our free PSD templates here.

Your Beauty Brand is Set for Growth

We do hope this guide has given you some ideas about brand marketing strategies for your beauty line.

With the right products and the right packaging, you should make sure to use the best marketing strategies to capitalize on your investments. If you build a relatable brand, add a bit of creativity to your social posts, and collaborate with others, your beauty line should be on the right track.

(Video) 5 Social Media Marketing Strategies For Beauty Brands


How do you market a beauty business? ›

A digital marketing strategy for your beauty business should include building a social media presence on channels such as Facebook, Instagram, TikTok and Pinterest. By capitalizing on the social aspect of discovering, buying, and using beauty products, smart brands connect with the beauty community.

What is the marketing strategy of Maybelline? ›

Maybelline's social strategy focuses on visual content creation. Images are designed both to encourage followers to share with their social networks and talk about the brand offline. This strategy is highly effective, as the data shows.

What is the marketing strategy of Lakme? ›

Lakme Promotion Strategy

Lakme uses traditional as well as digital marketing to promote its products. Its ad campaigns are advertised via television, newspaper, fashion magazines, and billboards. They also make use of social media platforms like Twitter, Facebook and YouTube to endorse their products.

How can I make my beauty brand successful? ›

Keep scrolling!
  1. Develop your niche product and price.
  2. Lay the foundations to scale your business.
  3. Register your business and secure insurance.
  4. Develop your branding and organize packaging.
  5. Build a marketing strategy—and Instagram like hell.
  6. Approach stockists.
  7. Find mentors.
Dec 9, 2020

What strategies do cosmetic companies use to market themselves to consumers? ›

9 Marketing Strategies for Beauty and Cosmetic Brands
  • Build the Brand of Your Beauty Line.
  • Build Up a Personal Brand.
  • Marketing Your Beauty and Cosmetics Brand on Social Media.
  • Find Brand Ambassadors on Instagram.
  • Promote Your Cosmetics with Video Content.
  • Collaborate with Spas and Venues.
Dec 16, 2020

What is a marketing strategy example? ›

Its strategy is to stimulate interest in specific products or brands without directly promoting any brand. It also increases brand awareness and provides valuable information to customers. Example: A dog shampoo company writes a regular blog offering customers dog grooming tips.

Where can I promote my beauty business? ›

How to attract new clients to a beauty or hair salon
  • Target the right new clients.
  • Build brand awareness with Instagram.
  • Get found on Google by new clients.
  • Convert lookers to bookers on your website.
  • Online reviews persuade new salon clients to book.
  • Partner with local businesses.

Who is Loreal target audience? ›

Positioning, targeting and segmentation

The L'Oréal LUXE line caters to the upper-middle and upper-class consumers who consider beauty as their identity. It is positioned as an ethical beauty care and cosmetics company that respects differences in aspirations, desires and cultures.

Who is the target market for makeup? ›

Hence, from a generic point of view, a typical cosmetics business dealing in make-up items and other skincare products will primarily have women, aged 18 and above as its target market.

What makes Maybelline successful? ›

The commercial success of the Maybelline company is due to its initial access to the global market. It can be attributed to various other factors like marketing strategies of brand advertising. Investing in research and development efforts played a significant role as well.

Why is Lakme successful? ›

Lakme was groundbreaking for the Indian market because it offered cosmetics suitable for Indian skin types, for which extensive research was carried out. The brand got a makeover when Dadabhoy's Swiss wife Simone Tata took over as its managing director in 1961.

What is the tagline of Lakme? ›

Later it became a unique company as it goes by its tagline 'Lakme Reinvent' after it has been acquired by Hindustan Unilever, 'On Top of the World' which now continuously innovates and offers a wide variety of cosmetics of the world class, skincare product, and beauty salons to the customers around the world.

How is Lakme different from other brands? ›

Lakme has always preserved the trust of its customers through its fabulous product quality. Starting from Bollywood celebrities to middle-aged working/non-working women, from teenagers to adult women, the brand has been stealing million hearts.

What are branding strategies? ›

A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers.

How do you stand out in the beauty industry? ›

7 Ways to Make your Beauty Business Stand Out in a Crowd
  1. Your content has to speak for itself.
  2. Showing the concrete results.
  3. Limited edition strategy for natural cosmetics.
  4. Follow industries that are not related to the beauty business niche.
  5. Corporate Social Initiatives.
May 21, 2019

What do beauty marketers do? ›

Beauty marketers create promotion strategies for advertising products such as lotions, potions, sprays and creams. A bachelor's degree and an internship or experience is usually necessary for these careers. Professionals must also understand the beauty and fashion industry.

How will improve your beauty products brand image? ›

Use your social media connections to find your core market, and direct your attention their way. You can also use the power of micro-influencers to market your beauty brand to a targeted and niche audience.

Why digital marketing is important in beauty industry? ›

Apart from convincing and persuading the customers, digital marketing is crucial for beauty and fashion products for image building. Customer reviews and testimonials are used by digital marketers for effective brand building, making the customers use and buy your products.

What are the 5 main categories of cosmetic products? ›

Specifically, there are seven categories of cosmetics and personal care products - oral care, skin care, sun care, hair care, decorative cosmetics, body care and perfumes.

What is a marketing strategy example? ›

Its strategy is to stimulate interest in specific products or brands without directly promoting any brand. It also increases brand awareness and provides valuable information to customers. Example: A dog shampoo company writes a regular blog offering customers dog grooming tips.

How do I make my beauty business stand out? ›

Make Your Cosmetic Business Stand Out
  1. Target a niche consumer group. ...
  2. Come up with interesting visuals. ...
  3. Promote a unique story. ...
  4. Have a distinctive voice. ...
  5. Try the limited edition strategy. ...
  6. Make your packaging unique.
Nov 9, 2020

How can I promote my skin care on social media? ›

18 Strategies, Tips, and Ideas for Social Media for Beauty and Cosmetic Brands in 2021
  1. Lots of User-Generated Content. ...
  2. Focus on Clean Ingredients. ...
  3. Share Simple Video Tutorials. ...
  4. Everyone Loves Contests and Giveaways. ...
  5. Use a Conversational and Relatable Voice. ...
  6. Memes are Always Good (When You Know How to Use Them)
Apr 20, 2021

What is the most popular type of cosmetic product? ›

Lipstick is the most popular cosmetic product purchased by. Lipstick is the most popular cosmetic product purchased by women in...

What are the 7 marketing strategies? ›

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What are the 4 main marketing strategies? ›

The four Ps are a “marketing mix” comprised of four key elements—product, price, place, and promotion—used when marketing a product or service. Typically, businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience.

What is the most successful marketing strategy? ›

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.

What makes a skincare brand unique? ›

Quality, Efficacy, and Trust

Bottom line: the product must work. Great packaging or a cool name may compel consumers to try your product once and share it on social media, but you can't persuade them to rave about a brand that's substandard – or buy it again.

How do you grow in the makeup industry? ›

Tips for Growing Your Beauty Business in a Busy Market
  1. 1) Develop Your Beauty Salon Business Plan. ...
  2. 2) Become an Expert. ...
  3. 3) Reconsider Your Location. ...
  4. 4) Change Your Marketing and Advertising Perspective. ...
  5. 5) Hire Wisely. ...
  6. Ensuring Smooth Growth. ...
  7. The Bottom Line.
Jul 23, 2018

How can I make my salon unique? ›

15 Unique Salon Marketing Ideas To Keep Customers Coming Back
  1. Offer personalized discounts based on events in your clients' lives. ...
  2. Give your clients a 'behind-the-scenes' look at your salon. ...
  3. Offer an on-the-spot discount. ...
  4. Entice repeat clients with a value-add service. ...
  5. Let your clients in on the future of your salon.

What is the target market for beauty products? ›

Unlike in the majority of consumer packaged goods categories, where women 35 to 54 years old are the core target market, millennial women not only are the heaviest buyers in the cosmetics category, but their habits are transforming the industry.

How beauty brands use social media? ›

Beauty brands have capitalised on the popularity of social media platforms and have brought their shops to the consumers, instead of asking them to visit. Visual social media platforms like Instagram are being used as virtual stores with feeds acting as virtual product displays.

Every fashion brand needs a good marketing strategy in place to help it stay ahead of its competition. A good strategy will not only help them stay afloat in the treacherous sea that is eCommerce, but also grow as others flounder in confusion. As for you, it doesn’t matter if you’re brand new to the ...

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This article lists the top 15 personal care brands in the world. Some of these brands have a massive presence across the globe and have superior quality.

The revolutionary changes that are seen in this industry have bought a lot of popular products for cosmetics, hair care, soaps, skin care, shampoos, oral care, perfumes and many more.. Their famous products are colour cosmetics, hair care, sun care, skin care and fragrances.. As L’Oreal Paris is a leading brand in personal care and beauty products, it is considered as one of the top personal care brands across the world.. Due to their various products, Colgate is considered as one of the top personal care brands in the world.. As they are popular for their brands and products, Gillette is regarded as one of the top personal care brands in the world.. Due to their various products, Lancome is regarded as one of the top personal care brands in the world.. Due to their various available brands and products, Garnier is considered as one of the top personal care brands in the world.. A famous American brand and established in the year 1968, Clinique is a personal care and cosmetic company that produces toiletries, skin care products, cosmetics, and fragrances.. Due to their various available products, Dove is regarded as one of the top personal care brands in the world.. This brand is famous for skin care products, makeup products, hair care products and fragrances.. Due to their various products, Olay is regarded as one of the top personal care brands in the world.. One of the famous personal care brands, Crest product helps to keep the person mouth clean and healthy.

The easiest way to make money online is to start with a profitable niche. Discover the most popular best niches that sell to make money online.

The reality is, in the offline world you can build a traditional brick-and-mortar business like a pizza shop, open it up, and people will just come in and spend money simply because the location exists - no marketing, advertising, or promotion needed.. Some people, when first starting their online business , focus on creating a product, building their website, planning marketing campaigns, and setting up an online shopping cart/store.. It's always about the market first and the product second.. You can market and promote the hot trends of the day, but when those go away you can easily move onto the next big thing.. If however, you go to narrow and build a site and audience just on the Keto market, when the health trend ends, so does your business.. Companies have been right there with them with products helping them do just that: supplements, diets, weight loss programs, exercise programs, and more.. This is a niche where there is plenty of opportunities to even niche down further.. Or you could simply sell books and courses of others as an affiliate.. They need advice on which investments to make.. But you can connect your prospects with expert providers, promote information products as an affiliate , or offer products like credit monitoring as an affiliate.. As mentioned above there are several ways you can make money in these niches.. Promoting other products as an affiliate, partnering with other experts to create information products, promoting physical and digital products, and more.. The great thing about these niches is that because they are so big there's massive amounts of demand and traffic you can attract to your website and there are also many products, services, and other ways you can monetize with the traffic you get.. Whether you sell as an affiliate or create your own products, you’re sure to have the makings of a profitable online business.

After reading this section, students should be able to …

Explain how culture, subcultures, social classes, families, and reference groups affect consumers’ buying behavior.. The time of day, time of year, and how much time consumers feel like they have to shop affect what they buy.. How do you find out what personalities consumers have?. They also shop differently and in general, have different attitudes about shopping.. The shopping differences between men and women seem to be changing, though.. Many people are more perceptive to advertisements for products they need.. People with limited experience about a product or brand generally seek out more information than people who have used a product before.. Companies want people to have positive feelings about their offerings.. The consumer’s social situation, time factors, the reason for their purchases, and their moods also affect their buying behavior.. Market researchers believe people buy products to enhance how they feel about themselves.. Women shop differently than men.

In this post, we outline the best small-scale business ideas in Kenya.

Set up a free blog with WordPress or Wix or if you have some money, set up your blog on the self-hosted server; populate your blog with quality content, get people to read your content (drive traffic), get their confidence, and monetize your blog with Google AdSense, display advert, affiliate marketing or sell information products such as ebooks, etc.. However, before you start the tomatoes business in Kenya, you’ll need to find out what type of tomatoes are in demand.. 50,000 you can start a phone repair and maintenance business in Kenya.. This is what makes ice block production a money-spinning business in Kenya.. This online money-making opportunity is a lucrative business in Kenya anyone can start with little or no investment.. This type of business is also known as the recharge card business in Kenya.


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