How to Promote a Beauty Brand0

  • 6 June 16:08
  • 0
  • Reader rating / 5

Got an idea of a brilliant new beauty product and looking for ways to bring it to the market? Or maybe your ready-to-go product just needs a slight push to win people’s hearts? Building a successful beauty brand doesn’t happen overnight.

In this article, we’ve collected the methods and strategies for effective brand promotion online. So, here’s a rundown of the actions a new beauty brand should do to stand out in a crowded online market.

Market analysis

First, learn the online market of beauty products as much as you can, study your competition. You need data on how it works, who is out there, what and how they sell, what’s their motto. It’s easy to get started with a simple SWOT analysis.

SWOT Analysis: Definition and Example

SWOT analysis helps you find out your main competitors in the field, their weaknesses and strengths. It’s an incredibly simple but efficient method that helps to analyze other market players and upgrade your own business strategy. Plus, SWOT data on your competitors can help generate new ideas for your own brand.

SWOT analysis

The acronym SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. What you have to do is write down these characteristics for the similar products on the market and place them in a two-by-two grid.

Face cream example
Strengths

  • Trendy organic cosmetics
  • Unique ingredients
  • Worldwide distribution to more than 15 countries
Weakness

  • Weak advertising
  • Unstable supply of ingredients and materials
  • New legislation banning certain components
Opportunities

  • Increased awareness about unique components used in the cream
  • The number of suppliers has increased
  • Demand for organic cosmetics is rising
Threats

  • Competition with top brands in the same field
  • Legislation issues
  • Unstable supply of ingredients and materials

Internal strengths and weaknesses is something a brand can control, yet, the same can’t be said about external threats and opportunities. You can’t fully take charge of them, only consider.

Tip: The more SWOT analyses you make — the better you understand the market landscape.

Think of Entry Product and Supporting Product

Let’s come back to the face cream example. Consumers might be using supporting products to apply it: sponges, rollers, massagers, and others. Therefore, it’s a great idea to add those products to your website and lure potential customers.

Tip: Sometimes you have to introduce your brand to the people by giving away samples or selling miniature versions of your products. Once you have those people involved in the marketing campaign you can offer them more expensive products.

Branding

Seamless online branding is crucial if you want your product to succeed. Here are a couple of ways how you can do it.

1. Create a Brand Book

L'oreal Pro Brand Book

A brand book is one of the marketing essentials and should be created before you start selling your product. It is a set of cohesive guidelines to help maintain the brand’s identity and stand out among other brands. The brand book communicates basic product style guidelines among different departments: marketers, sales, designers and so on.

The brand book should include the logo, color palette, typography, design system, imagery, tone of voice and corporate identity rules for employees.

Tip: The packaging design, information about the components, manufactured date, and country of origin will encourage potential customers to buy your product.

2. Develop the First Batch of Packaging

Once you are done with the first batch of packaging, organize a photo shoot for your product and ask famous bloggers or celebrities to join in. The best way to promote a beauty brand is to engage with influencers and get them to talk about your upcoming product. It will amplify the buzz and up-front excitement, and you will have customers queuing up. 

Tip: Make sure you get in touch with famous bloggers and give them exclusive information and photos that they can pass to their audience. It’s a great way to spike customers’ interest. 

Brand Website

Make your website interesting and useful. Include the services, prices, sales, information about your brand, and contact details. Remember that an attractive but simple website brings more traffic and, hence, more deals.

Website for a beauty brand

1. Create a Cool Website

Set up a website prototype based on data from the results of competitors’ SWOT analysis. Once you have it at hand — it is easier to avoid any sales funnel problems and prevent drop-off points. Whether you develop a website yourself or order it from another company, make sure that the design and programming elements are well-adjusted.

Tip: Ask copywriters to help you to create the website layout.

2. Organize and Analyze Data

Get a CRM system that will help you organize the client’s data. This will give an explicit overview of the current contacts, allow creating sales reports based on calls and closed deals, categorize clients by their interests and location, etc.

Tip: If your CRM system covers both online and offline sales, including phone calls, you will get more critical info such as purchasing history and information about the customers.

3. Add an Online Chat

Live chat on your website is a great way to gain customers’ trust. It allows you to create an emotional connection between you and your client, and, therefore — chances that they make a purchase will increase. 

Tip: Start the conversation with a chat-bot greeting and then involve a person in case the client has some questions.

Marketing

Content marketing is one of the best ways to reach out to potential clients and build a brand reputation. If your brand image will be unique and credible, you will get a great number of loyal customers. Create a media-plan for PR-activities for next 3 months based on your brand positioning goals and channels that you are planning to use to influence the audience. This way you’d have a comprehensive overview of the content schedule and expected outcomes.

Marketing for a beauty brand

1. Create Content For Blogs and Beauty Magazines

Create the separated parts of content for blogs and beauty magazines. For instance: write informative product reviews and include your own product to the list.

Tip: Base the articles on your website prototype content and SWOT analysis.

2. Connect With Bloggers and Opinion Leaders

Bloggers and influencers have their well-established audiences and you can attract more clients by offering them to promote your brand. Keep in mind that bloggers value when you have a ready-to-use idea for them. Therefore, prepare a list of ways they can advertise your product before talking to them. 

Tip: Thanks to Instagram’s paid partnership tool you can promote your product via influencers’ Stories.

3. Create a Marketing Mailing List

Use email marketing to generate more conversions on your website. Share photo-based content, brand updates, and current promotions — make the customers familiar with the products you are offering.

Tip: Use an email marketing software that will be connected to your website (e.g., MailChimp or GetResponse) to make this process easier.

4. Develop Creative Content for Advertising

Your content should be informative and creative. Run a campaign with empowering messages or tell interesting stories about your brand. Use various interactive techniques such as giveaways or campaigns to stand out from a crowd.

Tip: Maximize the number of digital channels you use for advertising in order to engage more people in your campaign.

Maximize the number of digital channels you use for advertising

5. Produce Video Materials

Video content can help explain difficult things in a simple and interactive way. Create a promo-video for advertising and one that shows how to use your product. In order to convince the most skeptical customers, show your best products and their benefits.

Tip: Consumers generally want to see videos from the brands they support. Besides, video content is more catchy and memorable than text or images.

6. Set Up All Kinds of Advertising 

Engage as much advertising techniques as possible: contextual ads, social media, print ads, etc. Cross-channel advertising brings great results to marketing campaigns. Remember to target the right audience and add catchy photos to your texts.

Tip: Lure customers with a piece of useful information. Post an article on your website and then launch an advertising campaign that will help to bring the leads.

7. Don’t Forget About Social Networks

Social media is one of the most powerful tools for online advertising. If you are a part of your potential customers’ feed, you can seize their attention and, therefore, inspire to buy your product. However, sometimes you need to update your tactics on social media networks to remain topical.

Tip: Make the most of every social media engagement: build your brand image and emotional connection by responding to all the comments and reviews of your product.

Distribution

Beauty Products — Distribution

The volume of sales made by distributors is much greater compared to selling in one place. So, make your business prosper by the carefully-built distributing system. 

1. Get in Touch With Promoters

Provide promoters with all the information they might need: your brand book, logistics, marginality and so on. Then create separate presentations or landing pages for each of the distributors — personalize the materials you are going to provide them with. Overall, you have to make sure they are well informed about your product and know where to go or whom to call in case of any unexpected situations. 

Tip: Mind that distributors evaluate your product differently than the end user. They might want to know how much profit they can make and whether your company is easy to cooperate with.

2. Start Collaboration

Look for the companies that are open for collaboration and reach out to them. Customers like the possibility of buying products from two different brands at the price of one. Collaboration creates buzz around the product since these deals are usually limited and are at high demand.

3. Cooperate with existing brands

Cooperation with brands, which share the same target audience, is a great way to get more promotion for your product. A successful partnership may boost your product image faster than a well-planned advertising campaign. 

Tip: Produce a “limited-edition” products to raise your brand’s popularity in short time.

4. Participate in exhibitions and events

There are various beauty exhibitions and events all around the world. If you get a chance to join them you can show your product to the big audience, get new customers and partners. It’s an opportunity to learn about other products on the market and what your competitors have to offer.

Tip: You can be presented in the promotional materials of the event. This will increase customer awareness of your brand and help you attract new audiences.

What Can Go Wrong

The whole process might seem overwhelming now, but the given steps will eventually bring you the desired results.

Anything — Keep Moving

There is a chance that you may encounter various kinds of challenges along with your promotion campaign: poor quality photos, a brand book that doesn’t meet your expectations or a CRM system that complicates the work and does not facilitate it. Do not lose hope and control these obstacles. Just keep going!

Be Ready for Negative Campaigning

As your business grows, some of your competitors may start campaigns against you. Don’t be in a funk. Turn the negative reviews into the marketing wins —  protect your brand image by the counter-responses to the negative comments from your competitors. Sometimes negative campaigning can help your brand by pointing out the problems you are not aware of. 

Wrap up

Promoting a beauty brand may take time but “Rome wasn’t built in a day” either. As an entrepreneur, you have to deal with competition and constantly strive to stand out in a crowded online market.

Thoughtful business promotion is essential. Analyze competitors, create an outstanding brand image, customize the technical part of the project, and then you can start a promotion. Work with reputable bloggers, participate in various events in your industry, collaborate with other brands and create high-quality content.

The recommendations in this article can be applied to an online beauty brand promo with any budget. However, the quality of outcomes might differ.

SHARE

Previously, we wrote that “If consumers do not see anything unique in your brand, you have consumer goods”

Similar articles

Case Study: Successes and Slip-ups of Agri Trading Platform Development

Every agri tycoon wants an agri platform to easily access...

0
Marketing for Beauty Salons: In-depth Immersion 

Being an owner of a small local beauty salon is...

0
Crash Test of 5 Cosmetic E-commerce Websites

With the high pace of modern life more and more...

0
Dislike Rather not Not sure yes It's awesome
How to Promote a Beauty Brand
5 (100%) 1 vote

Enter your details in the form below.


Я принимаю условия Приватности

PRIVACY POLICY

How is the data protected?
To protect your personal information we use a variety of administrative, managerial and technical security measures. Our company adheres to various international standards of control, aimed at securing transactions with personal information, which include certain controls to protect information collected on the Internet.


Our employees are trained to understand and implement these controls and they are familiar with our Privacy Notice, regulations and guidelines.

However, while we strive to protect your personal information, you must also take steps to protect it.

We strongly recommend that you take all possible precautions while you are surfing the Internet. The services and websites organized by us provide for measures that protect against the leakage, unauthorized use and alteration of information that we control. Despite the fact that we are doing everything possible to ensure the integrity and security of our network and systems, we cannot guarantee that our security measures will prevent unauthorized access to this information by third-party hackers.

If this privacy policy changes, you can read about these changes on this page or, in special cases, receive a notification to your e-mail.

DENIAL OF RESPONSIBILITY

In accordance with current legislation, the Administration disclaims any representations and warranties, the provision of which may otherwise be implied, and disclaims liability in respect of the Site, Content and their use.

Under no circumstances will the Site Administration be liable to any party for any direct, indirect, special or other indirect damage as a result of any use of information on this Site or on any other site that has a hyperlink from our site.

 

Loss of productivity, dismissal or interruption of labor activity, as well as deductions from educational institutions, for any lost profits, suspension of economic activity, loss of programs or data in ashih information systems or otherwise, incurred in connection with access, use or inability to use the Site, Content or any related Internet site, or failure, error, omission, interruption, defect, downtime or delay in transmission, computer virus or system failure, even if the administration will be made explicitly aware of the possibility of such damage.

The user agrees that all possible disputes will be resolved by the rules of law.

The user agrees that the rules and laws on consumer protection may not be applicable to his use of the Site, since he does not provide paid services.

By using this Site, you express your consent to the “Disclaimer” and the established Rules and accept all liability that may be assigned to you.

EXCHANGE CONSENT

By filling out the form on our website – you agree to our privacy policy. You also agree that we have the right to disclose your personal data in the following cases:

1) With your consent: In all other cases, before transferring information about you to third parties, our Company undertakes to obtain your explicit consent. For example, our Company may implement a joint offer or tender with a third party, then we will ask you for permission to share your personal information with a third party.

2) Companies working on our behalf: We cooperate with other companies that perform business support functions on our behalf, in connection with which your personal information may be partially disclosed. We require such companies to use information only for the purpose of providing contractual services; they are prohibited from transmitting this information to other parties in situations other than when it is caused by the need to provide the specified services. Examples of business support functions: fulfillment of orders, implementation of applications, issuing prizes and bonuses, conducting surveys among customers and managing information systems.We also disclose aggregated non-personally identifiable information when selecting service providers.

3) Subsidiaries and joint ventures: A subsidiary or a joint venture is an organization whose at least 50% equity interest belongs to the Company. When transferring your information to a partner in a subsidiary or joint venture, our Company requires not to disclose this information to other parties for marketing purposes and not to use your information in any way contrary to your choice. If you have indicated that you do not want to receive any marketing materials from our Company, we will not pass on your information to your partners in subsidiaries and joint ventures for marketing purposes.

4) On jointly positioned or partner pages: Our Company may share information with partner companies, with which it implements special offers and events to promote the product on the jointly positioned pages of our site. When requesting personal data on these pages, you will receive a warning about the transfer of information. The Partner uses any information you provide in accordance with your own privacy notice, which you can read before providing information about yourself.

5) When transferring control over the company: Our Company reserves the right to transfer your personal data in connection with the full or partial sale or transfer of our company or its assets. When selling or transferring business, our Company will provide you with the opportunity to refuse to transfer information about yourself. In some cases, this may mean that the new organization will not be able to continue to provide you with the services or products previously provided by our Company.

6) To law enforcement agencies: Our Company may, without your consent, disclose personal information to third parties for any of the following reasons: in order to avoid violations of the law, regulations or court orders; participation in government investigations; assistance in fraud prevention; and strengthening or protecting the rights of the Company or its subsidiaries.All personal information that is submitted by you for registration on our website can be changed at any time or completely removed from our database upon your request. To do this, you need to contact us in any way convenient for you, using the contact information placed in a special section of our site.

If you want to receive a link, it’s possible to receive a letter.

Thank you for the application!
In the near future we will contact you!
Thank you for the application!
In the near future we will contact you!