Beauty & Wellbeing
Beauty and wellbeing is unlike any other sector.
Brands deal in physical and often non-returnable products or services that can have a significant impact on a customer’s life. So your customers want to understand what they’re getting before they commit.
As a Beauty and wellbeing marketer you need to bridge the gap between the digital experience and physical product, so your ever more connected, informed, and savvy customer can understand what your brand stands for and what your product or service does.
But beauty and wellbeing customers don’t behave like other customers. They rely heavily on social media and their online networks for content that empowers, educates, inspires, and enables them to feel what a product or service is like.
Marketers need to be more engaging, experimental, and daring to grab the attention of the right customers in the beauty industry through their search marketing strategies.
But competition is fierce.
Big cosmetics brands are diversifying and looking to tap into specialist markets like men’s cosmetics, natural cosmetics or cosmeceuticals. Meanwhile agile new entrants are carving out their own niches with innovative products.
Influencers who used to promote other brands now have their own ranges – and aren’t afraid to be brutally honest about their competitors on social media, video channels and blogs.
And subscription companies are starting to dominate beauty by allowing customers to test and experiment with a variety of skincare, makeup and beauty products. For those running a subscription model it can be a real struggle to build your subscriber numbers. And for those competing with the subscription companies, you can be losing ground all the time.
So how is your brand going to compete?
How are you going to grow your beauty and wellbeing brand?
Trend spotting – Being able to know what your customers want and having campaigns ready to go will mean you’re always ahead of your competition. How can you understand your market better and position your brand for success?
Cutting through – Your customers are bombarded with marketing messages from brands targeting the same beauty and wellbeing segments as you. How are you going to create original and engaging campaigns to position your brand properly and grab your customers’ attention?
Marketing across multiple channels – You need to reinforce your brand and tell your story across all the search and social channels and devices your customers are using. How will you be top of the page, front of mind and easily accessible – especially on mobile?
Personalisation – You need to know who your target customer is, show you understand them as an individual, and have the right beauty marketing strategy in place to get their attention.
Cross-market collaboration – Using the right strategy and teaming up with other brands can help you tap into complementary market sectors and open your brand up to new audiences. But do you have the knowledge to form the right partnerships that will really deliver for your brand?
Subscription economy – Subscription companies dominate the beauty sector. If you’re launching a new subscription service, do you know how you’ll build your brand and how you’ll make it sit apart from other subscription services?