6 Proven Strategies for the Beauty Industry
The current trend says that the global beauty industry. It will grow from $432.7 billion in 2016 to $750 billion by 2024. Online growth has been robust. To help you stand out, we’ve assembled Strategies for the Beauty Industry, proven branding, and marketing tips to help your beauty business.
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Marketing Strategies | Be an Innovator
Use design thinking to be an innovator in your market.
Megan Cox started her business, Amalie Beauty, to address a personal problem. She had destroyed her natural eyelashes and had yet to discover a product that could repair them.
Cox implemented design thinking to create the brand’s flagship product, Wink, a naturally derived oil designed to promote the regrowth of lashes and brows.
Amalie Beauty is now an in-demand, six-figure beauty business. What started with a personal problem ended with a thriving business because of innovation (and hard work).
Marketing Strategies| get to know your customer.
The beauty market is having a period of intense transformation as more and more companies integrate customer feedback into the product design process.
Glossier is an excellent example of a brand that’s taken customer input and turned it into a competitive advantage.
Glossier runs an exclusive Slack channel and invites top customers to discuss beauty-related things with the company. You can interact by soliciting comments on existing products and gathering and potentially sharing ideas.
If your company isn’t ready to run its online community, there are many other ways to bring customers into the fold. You can use your social media presence to put a call out for comments. Post questions, run short surveys, or host a poll to get quick feedback on an idea or gauge interest.
Use your Instagram account to share upcoming product launches and to get direct feedback from your customers.
You can also leverage micro-influencers to market your beauty brand and target your niche audience. This strategy is especially effective for an up-and-coming beauty brand whose unique aesthetic may appeal to a specific audience.
Design matters | Make a good impression.
The data shows that 48% of consumers report that their first purchase or experience is critical in deciding if they will develop loyalty to that brand—building brand loyalty begins with turning the consumer into a fan. With thousands of beauty products available online and on store shelves, an eye-catching, professionally designed logo and packaging design are crucial to making an excellent first impression.
Eye-catching product packaging (the bottle, box, or container that holds your beauty products) and package graphics (what’s on the packaging) set the stage for beauty products, which are inherently visual-based.
The customers’ experience should be visual and striking. It is a critical part of the beauty product purchasing experience. You can read more about this in Biggest Product Packaging Design Trends 2018.
An earlier study revealed impressive evidence in support of the power of packaging design:
- Attractive packaging triggered more intense activity in areas of the brain associated with impulsivity than neutral packaging.
- Unattractive and attractive packaging lead to less activity in areas of the brain responsible for reflective thought than neutral packaging.
- Attractive packaging triggered reward responses in the brain, whereas unattractive packaging triggered areas associated with negative emotion.
Marketing Strategies | Be Consistent
Most all Successful brands have a consistent look and feel in everything they put in front of their customers. Familiarity increases positive feelings, and consistent branding keeps your brand in front of customers in a familiar way.
Consistency starts with a firm business name for your beauty brand and continues with a great logo, website, and other marketing materials. Read Powerful Branding Lessons From The World’s Best Brands to learn more about branding.
Build your social media presence to support your product
Social media and other online forums provide a fun and convenient outlet for making friendly recommendations, product comparisons, and sharing the product experience. By fostering and participating in these conversations, savvy businesses stay deeply in touch with their consumers’ interests, wants, and dislikes.
In this article, we discussed the newcomer and powerhouse beauty brand Glossier. They’re at the forefront of the digital branding revolution. A massive seventy percent of Glossier’s online sales come from peer referrals. From their trendy packaging to their attractive SoHo storefront,
Glossier knows that what matters isn’t how many products you put in your cart – it’s how eager you are to photograph and share your experience.
Further involving themselves in their shoppers’ daily lives and routines, Glossier publishes the popular Into the Gloss, an editorial-meets-product-review website. It has earned a cult-like following and reputation for its empowering vibe, valuable tips, and tricks. The site attracts over a million unique readers each month, proving how impactful it can be to get personal with your customers.
Know what matters | Be natural and sustainable.
Customers want to know what ingredients are involved and where they’re coming from, said Jonathan Keidan, the founder of early-stage venture fund Torch Capital. The more natural or organic they are, the more likely they will be covered by the beauty market.
The demand for organic beauty products should grow to over 13 billion by 2018.
We were looking for more natural and sustainable tips for your business. We wrote about this and gave some great guidelines in our sustainability checklist.
The explosion of social media, the advent of chatbots as a marketing tool, and increasing consumer demand for personalized solutions have provoked massive changes in nearly every industry.
Beauty companies have met this disruption with incredibly innovative and unique branding campaigns.
If you want to see a place where innovation and technology intersect, check out the work beauty companies are doing. You may find great ideas for your next campaign or event.
Amanda Bowman is a writer and marketing expert with Crowdspring.
Guest Post- By: Amanda Bowman
