Maximizing Your Makeup Marketing Strategy in 2018
2017 was another year of growth for the makeup industry. According to an article published by Forbes, the beauty industry is worth $445 billion in sales. As brands continue to release makeup and skincare products, this number will surely experience growth moving forward. The makeup industry shows no signs of slowing down with celebrities rolling out coveted products and influencers collaborating with makeup brands. Between these celebrity makeup lines and the influencer marketing partnerships with prominent and niche brands, there is a large amount of competition in the industry. As influencers continue to gain power and acquire followers on social media platforms these individuals are becoming the face for brands. With the large amount of makeup content available online, how can you make your brand stand out against the competition? While popular social media channels such as Instagram and Snapchat will continue to dominate with their ability to showcase products and reach consumers, it will take more than an artfully crafted post to stand out in 2018. Let’s take a look at some of the ways brands can be creative with their makeup marketing strategy this year.
Unique Product Packaging:
One of the ways brands can differentiate themselves from the competition is by having unique packaging for their product. With makeup and beauty products being promoted on highly visual social media platforms it is important to have packaging with innovative fonts, colors and designs that will resonate with consumers. In addition to this, innovative packaging allows for the product to be shared on highly visual social media platforms.
The makeup brand Too Faced has released an entire line of products that cater to the festival makeup trend. Their Life’s a Festival Collection features eye, face and lip makeup products in bright and bold colors for festival season. As shown in the pictures below, the product packaging features bright, glossy colors to capture the theme of the makeup line. Having this eye-catching packaging makes consumers want to learn more about these products. It also caters to the highly visual makeup tutorials shared by influencers.
Developing Products that Perform Multiple Functions:
In addition to releasing products with creative packaging, another item for brands to take into consideration is releasing a product that performs multiple functions. More and more makeup users are considering the benefits of investing in a makeup product that is also helpful for skin. Since skin is the base of any makeup application, it is important to make sure that skin is kept clean and healthy. Brands that offer consumers a product with skincare benefits have an advantage because they can help to save consumers time and help consumers to achieve a better application and finish. One of the makeup lines that is known for offering products that are beneficial for skin is IT Cosmetics.
Developing a product that performs multiple functions is helpful for your digital media strategy. The product can be promoted in multiple ways across social media platforms. In addition to this, you can create content about different ways to use the product to educate consumers and drive readers to the product page on your website where they can learn more and make a purchase.
Creating Content to Reach Consumers:
Having a product with unique packaging that provides consumers with multiple benefits is a great start to marketing your good. But what are the ways to reach your audience once the product is ready for promotion?
One of the ways to do this is by researching trends in the industry to see what type of content is being posted and what hashtags are being used to accompany the content. It is also important to make sure your content includes keywords that describe your product and have the potential to reach interested consumers searching for your good. There are a variety of tools that can be used to help you identify the best terms to target. Instagram and Pinterest both allow you to search terms related to makeup and evaluate the content that is being posted around these terms as shown in the example below.
By creating products that are optimized for sharing and crafted with the consumer in mind you can ensure that your brand will stand out from competition in the industry. What are the ways you plan to reach your audience this year? Good luck and may your makeup marketing campaign be a success!
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