One of the most effective methods to boost sales and spread the word about your products is to have a great skincare branding and marketing strategy if you sell creams, serums, soaps, or other skin and hair care products online.
Successful marketing strategies can involve social media campaigns, collaboration with influences, and content creation—and we’ll get to that!—but it all begins with the core of your business. This refers to your company’s name, your product descriptions, and the ways you set yourself apart from rivals.
The first stages in determining how to market your brand are to be aware of the distinctive voice of your company and your target market. Every skin care company has a unique customer selection process, aesthetic, and product lineup.
Nevertheless, there are characteristics that all skin care businesses have in common, therefore it’s important to examine the most significant similarities and ask: What should a product page look like? What particulars do customers want to stand out? How can consumers find their next favorite brand of merchandise? We’ll get into all of that and more in this overview.
But first, let’s identify both you and your target audience.
Knowing your target market, your competition, and your skin care brand
The first step in your marketing process is to decide what your brand is exactly and who will be buying it. Before you can explain to potential clients what your skin care brand offers, you must determine exactly what you are offering and why.
Name your skin care line.
Your logo and company name alone do not make up your brand.
These are included, but it also defines your value proposition.
This entails determining what advantages your product will have for people that use it.
Your value proposition should be clear, differentiate you from rivals, and explain to customers what issue, or “pain point,” you can resolve.
- Are they more user-friendly or efficient than your rivals’ products?
- Which skin, sanitary, or aesthetic problem can your goods resolve or ameliorate?
- What distinguishes your brand of skin care?
- Do you utilize unique or natural substances only?
- Do you firmly believe in using ecologically friendly procedures?
You need to be precise.
Declaring your company to be “The world’s best skin care!” is ambiguous, excessively grand, and doesn’t truly inform buyers about your products.
However, stating that your goods are “Clean skin care manufactured from the greatest components” shows customers that you are committed to using only natural, high-quality ingredients and that you will be open and honest about their contents.
Take Glossier as an illustration.
The brand bills itself as “The New Beauty Essentials” and “Skincare & Beauty Products Inspired by Real Life.” This lets clients know to expect something simple to use and that the company sells a range of basic skin care products like moisturizer and cleanser.
The Ordinary describes itself as “Clinical Formulations with Integrity,” which implies that we should anticipate well examined products with outcomes that conjure up images of individuals in lab coats. It continues that branding through to its packaging, which has a simple appearance and draws attention to the ingredients that make each product work.
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understand the skincare industry
Identifying your target audience and researching your rivals is the next thing on your to-do list.
Starting a marketing campaign with this in mind is crucial since you don’t want to waste time and money attempting to sell to people who aren’t even interested in skin care.
You might find it challenging to promote anti-aging serums to youngsters, for instance.
Knowing your target market will be helpful when you expand your product range because you’ll already be aware of what your buyers want to see.
Think for a moment and consider this:
- What are your consumers’ ages, genders, ethnicities, and economic levels?
- What are their hobbies and interests?
- Who lives there?
- Which social networking sites do they frequent the most?
- What do people hope to get out of the skin care items they use?
- Which goods do they now use?
- What entices people to try a new product?
You can investigate further by looking through your own customer database, conducting customer surveys using a service like SurveyMonkey, or locating third-party industry statistics.
Examine competitors’ websites, commercials, and social media posts to discover how they sell in order to acquire a sense of the industry.
How do the models appear?
What settings do they use for their products?
Do they represent something more modest or something luxurious?
To market skin care items more successfully, create stellar product descriptions.
Understanding and overcoming your clients’ top objections—that is, any factor that might make them hesitant to finish a purchase—is a crucial part of good marketing.
It won’t be sufficient to simply post a product image and a vibrant Buy Now button, especially if you’re selling a high-end skin care item.
The decision to buy or not is largely influenced by the anxieties of the customers.
People’s primary concern about the majority of skin care products is “Will it work?”
People want proof, but they are unable to use the product because they are at home and seated in front of a screen.
How can you ease their fears and provide them specific reasons to Add to Cart?
Customers will be more likely to purchase if you write thorough product descriptions that address any potential concerns they may have.
What results did your skin care products produce?
People purchase results rather than products.
Customers seek out solutions that can assist them; your items are merely a means through which they accomplish this.
For example, customers’ interest in acne treatments has little to do with being pleased about replenishing their medical cabinet with yet another medication.
They purchase these items in an effort to treat and get rid of their acne.
Naturally, businesses view their products as a set of features.
Although features are important, skin care vendors must start considering what their clients really want and hope to accomplish with their products if they are to succeed.
Nothing in this material actually tells the client what the mask will perform.
Does the “youthful moisture” it offers actually address fine lines and wrinkles, or is it merely a moisturizer?
Does “helping to lock in moisture” imply that a night cream isn’t needed?
Although they seem lovely, words like “fresher” or “renewed” are ambiguous.
According to the product’s description, it removes oil and treats discolouration, which is exactly how someone with acne might want it to function.
The conclusion, which is dampness and the lightening of dark circles, is stated in the description very clearly.
You don’t need to use extensive, intricate, or poetic descriptions; just be sure to make the buyer aware of what to expect.
It is advised to include usage instructions alongside the description of the product to make expectations further apparent.
Ingredients in skin care products
Consumers are placing more and more importance on being able to examine the complete list of product ingredients. Skin care businesses must adjust to the new and expanding consumer demand for product transparency. It’s common for skin care businesses to list only a portion of their ingredients while keeping the rest a secret. However, this might not be the greatest option.
Building confidence with potential clients through the disclosure of all ingredients demonstrates your lack of any secrets and your commitment to the formulations you have chosen. Take, for instance, this face oil from Net-A-Porter. Every ingredient is listed, and some of the most perplexing phrases are defined in parentheses.
It’s important to remember that you don’t have to use excessive promotion.
Gaining clients’ trust by only listing components in a different tab or area is sufficient.
This is a fantastic approach to convey that employing natural ingredients is a part of your business. However, it’s also fine if that’s not your style. Preservatives and other products with non-100 percent natural components do not necessarily sell less than their fully natural competitors; rather, they appeal to diverse customer groups. Again, transparency is key in this situation. Additionally, you can emphasize the elements you exclude.
For instance, in the product descriptions on the Sephora website, there is an Ingredient Callouts section. It makes use of it to indicate whether a product contains contentious substances such sulfates, parabens, and phthalates (used in plastics and as preservatives), or not (often found in hair care items).
For anyone looking for items without these substances, this information is helpful.
For goods free of a list of contentious substances, the store also carries a Clean at Sephora label.
How to advertise skin care items online
Okay, so you are familiar with your brand, your target market, and your well-written product descriptions.
It’s time to spread the word to everyone.
Even companies with fantastic products may find it difficult to generate sales if their marketing plan isn’t effective.
This is a summary of the various marketing strategies you can use to draw attention to your skin care goods.
1. Benefit from social media advertising
Using social media to promote your skin care business may be a terrific way to increase sales, raise brand awareness, partner with influencers, and develop a devoted customer base.
The best part is that everything is free to use unless you engage in sponsored advertising.
But developing a social media strategy can be challenging.
It might be difficult to know where to begin because there are so many platforms competing for users’ attention.
So the first step is to not overextend yourself.
You can use a variety of platforms, such as:
- TikTok
- Snapchat
Although there are more specialized websites like Tumblr. The ones mentioned above are the most well-liked, have the largest audiences, and are the ideal starting points.
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