Is your marketing strategy as fresh as your client’s face? If not, it might be time for a makeover.
As exemplified by Sephora’s establishment of a beauty insider community gallery where users can share videos, tips, and tricks on products and Il Makiage’s viral user-driven campaigns, skincare companies across the globe are turning to hyper-personalization and community engagement to market their products.
Fast-growing strategies and trends in the skin care marketing industry include a digital-first approach, authentic inclusivity (check Fenty Beauty for a great example of this), a focus on sustainability (joining the conversation on a global and local level), educational content creation, storytelling, AR (augmented reality) and VR (virtual reality) integration (virtual try-ons, etc.), affiliate marketing, and wellness integration.
Of course, that’s a lot for any team to take in. So we’re here to help.
In this listicle, we’ll discuss 10 unique strategies specifically tailored to help your business glow. Learn how to increase brand awareness, audience engagement, cosmetic product quality, and more without gaining a wrinkle. Plus, learn how a platform like Podium can help to enhance your online presence and communication with customers.
Top 10 Marketing Strategies for Skin Care
1. Offer Virtual Consultations
Virtual consultations have become increasingly popular in the beauty and wellness industries. By offering clients the option to schedule video consultations, you’ll be able to showcase your expertise while providing personalized advice and product recommendations. This convenience can help your cosmetic company stand out from the competition, attract new clients, and increase sales.
Virtual consultations demonstrate your commitment to your clients’ beauty needs, even if they cannot visit your business in person. They provide a modern and interactive way of providing skin care advice and product suggestions, keeping existing clients engaged and attracting new customers.
Make sure to offer both AR and VR options, and personalize the experience as much as possible. Invest in technology that allows customers to move in frame when trying on one of your products. You might include a feature that allows customers to snap a picture of their try-on to share with others. Remember: Get your colors as close as possible, accounting for blue light and screen warping, to avoid backlash when a real-life color doesn’t match its virtual counterpart.
2. Utilize Text
With the movement toward hyper-personalization, it’s no wonder that local businesses are gravitating toward the most personal communication channel: text.
Implementing a powerful SMS platform like Podium is a game-changer for local skin care providers. With this service, you can effectively communicate with your clients or potential customers in real time via SMS, keeping them updated about special offers, new product launches, or events happening at your business. Don’t underestimate the power of timely, personalized messages sent straight to their phones.
Hey Jen, Gloria from Fresh Skin here. We hope you’ve been enjoying your new Milky moisturizer! ❣️Is it about time for a refill? When you’re ready, bring your Milky pot in-store and show this text for 20% off.
Ryan: Happy birthday from your makeup family at BeatFace! Please enjoy a goody bag, on us, at any one of our Dallas locations. 🎂
Podium’s tools allow you to track customer interactions, send promotional messages, and even request reviews, making it easy to foster strong relationships with clients and grow your business. Pro Tip: Use automations to ensure your texts get to the right person at the right time, every time.
3. Showcase Real Results on Instagram
Having a visually-led Instagram account with stunning “before” and “after” images is an incredibly effective way to showcase real results from your skin care treatments and products. Il Makiage’s social account shows users trying their premium foundation on in real time with before and after shots as well. Potential customers are able to gasp along with the user as the personalized foundation blends seamlessly with their skin.
With a professional, engaging account that’s driven by consumers, you’ll be able to capture your audience’s attention and establish trust in your services.
This approach resonates with potential clients as they can see how your skin care solutions have transformed previous customers. Posting regularly and interacting with your followers builds a strong sense of community and increases brand loyalty.
4. Create Skin Care Bundles
A great way to generate more revenue and potentially attract new customers is to create curated skin care bundles showcasing the most effective combinations of your products. Consider seasonal promotions and personalized packages tailored to specific skin types or conditions.
Kylie Skin offers a popular 6-piece “regimen” bundle with products for every step of the skincare routine, morning and evening, with every moisturizer, serum, toner, acne cleanser, and personal care product someone could need. By creating a “family” of makeup items that are meant to be applied together, many businesses are able to not only offer more comprehensive care but also increase customers’ dependability on their brand.
Bundling products not only encourages clients to try a wider variety of your offerings but also provides an easy solution for gift-giving on special occasions. This simple marketing tactic ensures customer satisfaction and keeps them coming back for more.
5. Collaborate with Local Influencers
Partnering with local influencers can help you expand your reach and increase awareness of your skin care business. Look for individuals who have an existing following and share your values and aesthetics to help promote your products and services through their platforms.
From Miranda Kerr to William Chan, Maybelline is known for their celebrity endorsers. However, they also highlight real users and micro-influencers on their site and social accounts. This can be a great option for local businesses who don’t want to break the bank. You can use Instagram, TikTok, Reels, and more to tap into local influencer power.
Collaborations like these build credibility as clients value a trusted influencer’s opinion. Plus, reaching new audiences and receiving genuine endorsements from influencers can help you drive traffic and sales while creating a sense of community around your brand.
6. Offer Exclusive Membership Benefits
Creating a members-only program with exclusive benefits can help you reward loyal customers and keep them coming back. Offer special discounts, freebies, or priority access to seasonal promotions for clients who sign up for your program.
Sephora’s Beauty Insider program not only includes exclusive access to the gallery but also includes a freebie on your birthday, a points system (with great products you can quickly save up for), and more, helping Beauty Insiders feel like they have VIP status at their local makeup store.
Membership programs help your clients feel valued and appreciated, which can result in increased loyalty and word-of-mouth referrals for your skin care line. Don’t underestimate the power of providing a little extra for your dedicated clientele. 💅
7. Maximize Opportunities with Google Business Profile
Google Business Profile is an essential tool for any local business, including skin care providers. By optimizing your listing with up-to-date information, high-quality images, and regular updates, you’ll build trust with potential clients searching for local skin care services online.
Google Business Profile also allows customers to leave reviews, which can enhance your online reputation and help new customers discover your business. Make sure to respond to reviews and engage with your clients to demonstrate your commitment to their satisfaction. Pro Tip: Don’t forget to pull great reviews to highlight on your website, discover micro-influencers, and locate customers who might be willing to give you a testimonial for your brand. With the right attention, you can help every user generate content that will help you top search results.
These days, many customers search for local businesses using voice. Make sure your Google Business Profile is stocked with relevant, impactful keywords that will show in search algorithms, both vocal and otherwise.
8. Host Skin Care Workshops or Webinars
By hosting educational workshops or webinars on various skin care topics, you’ll provide valuable knowledge to your clients and position yourself as an industry expert. Sharing essential tips, discussing skin conditions, or introducing new products will draw attention to your business and help you create a community around your brand.
These events give attendees a taste of your expertise and services, potentially converting them into customers. Plus, they serve as a networking opportunity, letting you connect with industry peers, local influencers, and suppliers.
Pro Tip: Provide a number of well-designed, well-written guides, tutorials, and help sheets for attendees to download and take home. Webinars and workshops should provide exclusive value that lasts for a long time.
9. Implement a Client Referral Program
A referral program is a tried-and-true marketing strategy to attract new clients. Offer incentives, discounted treatments, or exclusive promotions to clients who refer friends or family members. This strategy rewards your loyal clients while helping your skin care business grow its customer base through word-of-mouth publicity.
Happy clients are your best brand ambassadors, so encourage and reward their recommendations to build a strong, loyal client base. You may even discover a “super customer” you can highlight for micro-influencing or do a story on for social media engagement.
Pro Tip: Consider implementing an affiliate program as well. Glossier’s affiliate program capitalizes on passionate users who want to use their passion to make money alongside their favorite brand. Customers are able to apply to become affiliates and earn a small commission based on how many products they sell by marketing the brand on their own social channels.
10. Capitalize on Seasonal Promotions
Seasonal promotions can introduce limited-time offers and encourage customers (and influencers) to try new products or services. Plan and promote offers that address skin care needs specific to the time of the year such as summer sun protection or winter skin hydration.
Christmas, New Year’s, Thanksgiving, Valentine’s Day, and even Halloween can open fantastic marketing opportunities. Seasonal promotions create a sense of urgency, prompting clients to act fast and purchase your products or services. This strategy not only drives sales but also keeps your clients engaged with your cosmetic company throughout the year.
New year, new facial. Text us today to schedule a hydra facial at Premium Feature for 15% off. Natural skin care for outstanding skin. Offer lasts through midnight! ✨
Make sure to send your text marketing campaign close to your sale start time with content tailored specifically to each customer based on their history with you. As often as possible, aim to send during business hours, make sure you have each customer’s permission, and use images and emojis to increase engagement!
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Boost Your Skin Care Business with Podium
Did you know that consumers redeem SMS-delivered coupons 10x more than other types? By implementing the marketing strategies listed above, along with powerful functionalities provided by Podium and related integrations, you will successfully boost your skin care business’s growth and your customer relationships.
Your team may not be as big those at Sephora, Fenty Beauty, Estee Lauder, or Loreal, but with the right platform, you can compete at the same level. With tools such as Webchat, Reviews, and Text Marketing, you can increase transparency across your organization, boost engagement significantly, and make sure no lead slips through the cracks again. You can create content that leads in the beauty industry, find the right people to get you in the influencer marketing game, and make your organization a leading beauty company. And you can reach your target audience with the best skincare utilizing user-generated content that resonates.
Ready to grow?
Podium has a range of services specifically designed to help local skin care businesses succeed, from text marketing to customer reviews management. Don’t miss out on the benefits of integrating Podium into your marketing strategy and enhancing your skin care business’s success. Help us help you. Try Podium for free today.
