The skin care business has annual sales of over $ 17 million and is expected to grow 5.3% annually. And as people stay home more and more, the desire for self-care products, including skin care products, continues to grow.
This may be the perfect time for brands to take a close look at their skin care marketing strategies and capitalize on that growth.
That is exactly what Alana Skincare did. Founder Alana Mitchell already had $ 3 million in annual sales, but she knew there was room for improvement. So she signed up with my digital marketing agency for a full-service marketing and SEO solution.
With guided content marketing, link building and influencer marketing, she was able to increase her sales by 150%.
In this article, I’ll walk you through steps you can take to improve your skin care product marketing strategy, using examples from Alana and other beauty industry leaders.
Step 1: make some technical improvements to skin care marketing
We wanted to increase skin care through Alana’s organic traffic and first made technical SEO improvements to the website. That helped their products appear more frequently and higher up in searches.
We worked on the link building to drive traffic to the website as well.
With these improvements, Skincare by Alana was able to increase organic traffic by 275%.
Finally, we implemented A / B testing to improve conversions, which then grew by 200%.
Step 2: Add Testimonials to Your Skin Care Marketing Product Web Pages
Testimonials are a powerful tool for increasing conversions. The vast majority of online shoppers make their purchasing decisions based on product reviews and testimonials.
In fact, showing reviews can increase your conversion rate by up to 270%.
You can also attract customers by proving that your products work by testing certifications from reputable organizations.
If you’ve got approval from environmental, animal cruelty, or other socially conscious organizations, you can increase your conversion rate too.
Step 3: Identify Your Skin Care Marketing Target Audience
Marketing your products without knowing your audience inside out is like throwing messages in a bottle. You don’t know who will end up reading it – if anyone reads it at all.
Once you know your target audience, you’ll see how to talk to them, what topics they care about, what influencers they are following, and where they are on social media. Analyzing your target audience on a regular basis will also tell you who is buying your product. This demographic situation can change over time.
CeraVe, a dermatologist-recommended skin care line for the mass market, recently found a new audience among Gen Z consumers thanks to TikTok. When influencer Hyram Yarbro introduced the clinical brand No-Nonsense, parent company L’Oreal reached out to him.
The influencer and brand have partnered to create content for TikTok and YouTube, two platforms with massive Gen Z followers.
They noticed a change in their audience and turned to capture the market through the right channels.
Step 4: develop your skin care marketing message
Once you know who your audience is, you can develop a strong message that speaks directly to them.
Since it was founded in 1995, bareMinerals has had a clear message to its target group: Clean Without Compromise. The range of cruelty-free beauty and skin care products have always been free of parabens, formaldehyde and other chemicals that are often found in competitor products.
They are aimed at buyers looking for clean beauty products from socially responsible companies. bareMinerals makes this message clear in every part of their marketing, from their website to their social accounts to their blog.
That’s the key. Once you’ve developed a strong message for your brand, that message should be consistent across your marketing channels.
Step 5: unleash the potential of skin care content marketing
Skin care marketing is the perfect opportunity to create solid, consistent content that addresses your target audience’s skin care issues and issues.
Alana Skin Care identified an opportunity to address skin care and self-care issues related to the pandemic. Her blog posts “Daily Skin Care at Home During Quarantine and Coronavirus” and “Preventing Maskne – Acne By Wearing a Face Mask” target key search terms that have grown month by month.
(Also note the handy share buttons that make your content more visible.)
Other brands use their content to communicate their values and message through topics that interest their audience. For example, Glossier created a category on his blog called Impact. This section looks at their support for the BLM movement and their commitment to creating sustainable products.
Both companies keep track of the topics that interest their target groups and create relevant content.
Step 6: build your social media presence to endorse your product
Now is the time to build your social presence. Your social platforms allow you to share tips, announce new products, comment on social topics that matter to your brand, and invite your audience to engage.
The best platforms for this are usually Instagram, YouTube, Pinterest, and TikTok. All of these platforms are full of people sharing beauty and skin care findings, tips, and hacks.
Which of these platforms you focus on, of course, depends on your audience. Remember how CeraVe saw a spike in sales on TikTok, primarily used by Gen Z consumers and the influencers they track?
Pinterest, on the other hand, is now the third largest social platform in the United States and is more popular with women aged 18 to 64, especially mothers. However, men make up 20% of their audience.
However, the platform on the radars of many skin care brands is Instagram, especially if you want to partner with influencers. In fact, 83% of beauty brands work with influencers on Instagram.
In 2017, Neutrogena partnered with nine Instagram influencers to promote their light therapy acne mask. They were also YouTube personalities who specialize in lifestyle content.
The campaign increased engagement by 3.7%.
You can also use the power of your social platforms to increase conversions. For example, Product Pins on Pinterest should point directly to your product pages on your website.
You can also set up Instapages so customers can shop your products through Instagram. With BeautyBio’s Insta-Shop, for example, users can buy the products offered on the social media website.
Step 7: create a community to build advocacy for skin care marketing brands
Building a community for your skin care brand can improve both conversions and retention rates.
Beauty giant Sephora has come up with one of the more brilliant content marketing strategies out there.
All of the content is user generated, from the videos to the blog posts. Fans of their products and stores post their own makeup tutorials, unboxing videos, pictures with trending looks, and product reviews. Sephora also hosts discussion forums on a variety of topics where users can seek advice on beauty issues.
They call it the Beauty Insider Community, and that’s exactly what they built. They have built a following of over 4 million loyal users who create valuable content and market products without Sephora having to plan and run an entire content marketing calendar.
Including exclusive (or even inclusive) events for loyal customers is another great way to build an engaged community.
Of course, personal beauty events have generally been suspended this year and for the foreseeable future. But savvy skin care brands have found ways to focus on online events.
For example, Root, a vegan, cruelty-free, gluten-free, and eco-friendly skin care brand, hosted their own Zoom events this year – including Mask Night, where users were invited to “snap your favorite Root mask while we zoom in.” They also held virtual skin care classes.
Step 8: Build Strategic Partnerships for Skin Care Marketing
Strong partnerships are created through in-depth research and building strategic relationships.
Strategic partnerships take many forms and there are endless ways to market skin care products. Retail partnerships with Walmart, Target and Ulta, for example, have helped make-up and skin-care line Elves gain market share with Gen Z customers.
Others help brands put their company values into practice. In October, Origins and its parent company, Estée Lauder, announced a partnership with chemical company SABAC and cosmetic packaging company Albea to create sustainable packaging for their products.
After all, some partnerships create entirely new products. For example, right now, many skin care brands are partnering with cannabis companies to market CBD infused products.
Through my agency, Skincare by Alana has taken several steps to improve their skin care product marketing strategy, from improving their website and content to building a community.
While you might end up with part of your marketing, some of the steps we outlined may be missing from your strategy.
What can you do to drive traffic and increase your skin care product marketing conversions?