Beauty and personal care products have moved online faster than any other CPG category. As a result, traditional beauty brands face stricter competition from digitally-native startups than ever before. Using omnichannel marketing strategies, smart beauty brands create a community on social media to boost brand recognition and engagement. They also use community projects to build loyalty and trust with consumers.
Create a Unique Website
Whether reselling or selling your original beauty products, your website is key to success. You need a unique brand identity that sets you apart from the competition and reflects your business goals. This can include a clean and minimalist aesthetic, social media integrations for shoppable posts, influencer marketing, affiliate programs, and more. A great web design will also create a sense of urgency that entices your shoppers to purchase. Since the beauty industry has a reputation for impulse buying, online stores must offer detailed product descriptions, cosmetic swatches, chatbots, and virtual try-on tools. This allows customers to make a well-informed decision and feel confident in their purchase.
Create a Social Media Presence
When it comes to beauty products, consumers want to know what they’re getting before purchasing. Social media is the perfect platform for showing and telling.
Use TikTok videos and Facebook reels to showcase how your cosmetics work. This is a great way to earn shout-outs from consumers, which are even more potent than traditional text reviews. Use an ecommerce platform with built-in influencer marketing tools to find micro and macro influencers who will promote your products to their engaged audiences. Alternatively, join popular marketplaces to reach a large audience. It is also worth experimenting with multichannel selling, where you sell beauty products online on different sales channels to attract a wider audience.
Offer Free Samples
Providing customers with small samples of your products is an excellent way to build customer confidence. This strategy works especially well in categories where customers are more reluctant to switch to a new product without trying it first. Some beauty brands offer free samples to their customers through their websites. Other beauty brands offer customers free makeup samples by returning empty cosmetic containers to stores. You can also find various high-end cosmetic samples at beauty conventions.
Create a Loyalty Program
A beauty loyalty program is a powerful way to build customer engagement and loyalty. It can help attract and retain customers, especially during difficult economic times.
A great way to drive customer loyalty is by giving members first access to new products and services. This will make them feel honored and special. It also positively impacts their emotional well-being, another important aspect of customer loyalty. A beauty loyalty program should be easy to sign up for and use. Businesses should also easily track and analyze customer loyalty data using digital solutions.
Create an Affiliate Program
Beauty affiliate programs are a great way to earn money online because people spend billions on cosmetic products and a captive audience. Sephora’s program is a great example, combining high-end brands and in-house collections. When launching an affiliate program, it’s essential to do some research. Look through rivals’ programs to see how they structure their commission and to identify the opportunities and risks.
Create a Newsletter
To help customers feel connected to your brand, create a newsletter with product recommendations based on their purchase history or website browsing. This can include both new and existing products. To build brand trust, publish inspiring and informative content like skincare tips or a makeup tutorial. Collaborate with beauty influencers like bloggers or vloggers to boost engagement and increase customer acquisition. Segment your email list based on their preferences to deliver tailored messages that will convert them.
