Selena Gomez regularly appears on my Instagram feed where she promotes the latest beauty products at Sephora. Dressed to the nines, she truly embodies what it is to be fashionable and beautiful, bringing aspirational value to the Sephora brand. It is hard not to assume that anyone scrolling through their Instagram feed will stop at this point and listen to the singer/songwriter discuss what she loves about the beauty products at Sephora and what works for her skin. Listening to her make a compelling argument about make-up just pushes the envelope and one is tempted to immediately make an online foray to purchase exactly what she recommends.
The beauty and personal care market is thriving right now. Statista.com says that the market is expected to grow 3.32% year-on-year from 2023-2028. Revenue from this market is at $ 625.70 billion in 2023. It is no wonder that the plethora of beauty companies out there are going the extra mile to promote their products and grab a slice of this attractive and growing market.
But what’s the best way to do it? Here’s what we found out.
Perfecting those promotional pallets
It seems quite evident from the earlier anecdote that personalising one’s brand promotions makes quite a big difference in marketing beauty products. When influencers that we relate to show us how to use certain beauty products and why they are important, it compels us to think about making that purchase which we wouldn’t normally do.
Speaking of influencers, another strategy used by Sephora, (which is quite clever) is getting their own employees/sales personnel to promote their make-up and skincare products by posting videos of their before and after transformations when using the products. Particularly important is that since Sephora is an equal opportunities provider and encourages diversity amongst its staff, these videos are posted by their own employees of diverse social, racial and identity backgrounds. This celebration of diversity is, no doubt, going to draw in the Gen Z market who aspire to a world of inclusivity and acceptance.
Another important factor that should be the focus in marketing these brands should be their visual appeal. Colours, labelling and packaging are extremely important in attracting customers to purchase beauty products. It is perhaps doubly important in comparison to other products from other industries given that make-up and skincare are products that cast an allure over customers based on how they look at first glance. Statistics show that 48% of consumers consider their first purchase the deciding one when it comes to building brand loyalty. Thus, hooking them with product design and brand packaging will be half the battle won.
TikTok has proven to be a popular medium on which to promote make-up brands. In fact, many famous beauty brands are currently using TikTok to engage with their target market. Given that it allows for short-form humour, succinct information and visual application it is superb for garnering attention effectively, especially amongst the younger generation. In using TikTok, however, it is essential that one avoids trying to fit traditional advertising into the platform. Creating engaging content that speaks to one’s audience means that one ought to know what excites and interests their customers. Have conversations with them and avoid talking at them.
Keep in mind that today’s users of beauty products also care very much about how their habits help or hurt the environment. They want to know that the products they purchase are cruelty-free and environmentally friendly. Many customers also prefer natural and organic products that are non-toxic. In fact, customers are willing to pay slightly more for brands that deliver on these values.
And on a final note, consumers of beauty products love a good bundle offer. If you can pair products that complement each other or are used in conjunction with each other, this is the best way to draw attention and also build brand loyalty. Once customers are hooked on using two products concurrently, they are likely to continue that trend even when the promotional offer is over. For instance, pairing a popular brand of foundation with a new setting serum that you are launching will be ideal to push both products off the shelves.
Beauty and beyond
Customers expect their brand experience to be consistent across all platforms, so whatever medium you use make sure that they are getting the same message and quality. Given that online shopping is a huge trend at the moment (statista.com says 46% of US customers buy their beauty products online) the online experience you offer your customers should be seamless and efficient.
Furthermore, make your products feel familiar to your customers by allowing them the opportunity to interact with the brand and understand the thinking behind it. Create hashtag conversations that discuss modern beauty standards and ideals. Allow your brand to resonate as one that cares about making people feel good about themselves and not one that compels them to strive for unrealistic beauty standards.
Digitally beautiful
Digital communications are making waves across every industry, and the beauty industry is no different. In addition to social media campaigns and online promotions, Chatbots are also being debuted by beauty brands to engage better with their customers. Yet again, Sephora is one such company, while brands such as L’oréal and Estee Lauder are among others that have also gained ground in the beauty market through this technology. Research shows that these Chatbots have helped customers determine their skin tone when matching foundation products and also helped them with personalized skincare regimens.
While there is intense competition in the beauty and skincare market, the ways to reach one’s customers are numerous and exciting. The brands that are getting it right are those that have deployed technology to complement human connection and skills.
It really is a beautiful thing!
(Anouk De Silva)