It’s been an crazy, wild ride for beauty brands these last few years.
The beauty industry is at its highest market value — $532 billion — and it’s expected to reach $863 billion by the year 2024.
But what does this mean? If you have a beauty business or brand, it means you’re in an ever-growing market of consumers willing to buy your products, but at the same time competition is expected to grow, too. If you want to have your brand grow with the projections, you’ll need to revisit your current marketing strategies.
Marketing Tips to Grow Your Beauty Brand
I’ve compiled a list of the top marketing + strategy tips from entrepreneurs in the beauty community. Here are the some of the highly recommended things you’ll want to consider and implement into your beauty business to stay growing along with the market:
Know your customer
Getting to know your audience is vital for your beauty brand because all the content you put out has to be relevant to your customer’s likes and experiences. In a market that functions highly on recommendations and referrals, it’s essential to be interesting to your potential customers and create content that will help them notice you. It’s the hook that makes a customer WANT your particular product.
Listening to a customer and applying their feedback into your beauty copy, content and design is such an important part of the marketing process. For example, look at Glossier!
Glossier’s foundation is the customer functions as a co-creator of the brand, offering a creative space that welcomes discussions and thoughts about products and an avenue to share potential ideas. In return, the customer stays loyal to the brand. It’s a win-win!
Now, this means two things. Choosing the way you want to be seen and posting your content regularly.
This means deciding the online persona your beauty brand will have and thinking about aspects the brand represents. Once you have that figured out, it’s important to design your future content with that in mind so you maintain a consistent image across social media.
The second part of this tip refers to posting consistency. It feels like pretty standard advice but it’s incredibly important and one of the most common downfalls for most businesses. Create a schedule and make sure to follow it so you don’t get behind!
That’s not to say you have to post hourly or even daily, but if you sit down and decide you’ll post once a week, then sticking to that! Your customers are eager to read your content but they can’t do that if there’s no consistent schedule or pattern to expect.
Diversify your content
Whenever you write an article or blog post about your newest product, think — who is this content this for? Is it for someone who is having a quick read on the subway or is it for someone that is driving their kids to school? Should this be a short or a long post?
The key aspect about growing a brand is appealing to your diverse array of customers in different moments of throughout the day - which is why switching up your content is so effective! Creating a variety of posts allows you to target multiple customers and their diverse needs. If you have trouble coming up with different ways to market your product, it is highly suggested you hire a copywriter. This way you have someone who specializes in writing interesting, unique content in styles you may need!
Want to join my brand new Facebook group: Beauty + Business Collective? It’s about marketing your brand and growing it with intention — I’d love to see you there!