Ghera Guanzon

Social Media Marketing for Beauty Care and Aesthetic Businesses

Trends come and go with each passing year, but some of the most recent ones concern beauty.

The past two years refocused consumer’s mindset towards health and wellness, this includes improving overall physical health and beauty. Consumers increasingly value and seek out products and services that can address needs across several wellness dimensions like mindfulness, fitness, nutrition and appearance.

With many going into digital-first initiatives, trends about beauty altered consumer and business-owner approaches, with more easy-going and holistic routines and a greater emphasis on skin, as evidenced by buzzwords like “skinimalism” and “self-care” dominating our social media.

3 Key Beauty Trends To Watch Out For

Here are some of the most recent crazes in the local beauty industry and the top three trends that Filipino beauty consumers are currently buying into.

Going Green

The onset of the pandemic has resulted in increased plastic consumption and waste. However, as consumers seek products that offer ways to offset their environmental impact, demand for sustainability has skyrocketed.

Businesses like Zero Basic, So True Natural, Ilog Maria and more are rooted in either organic or sustainable beauty products.

Basic Brilliance

Consumers also embrace a more streamlined beauty routine as most of us continue to juggle our personal and professional lives. The key is to use fewer but more powerful items that are quick and easy to use.

‘Skintellectual’ solutions

With so much information about skincare and wellness available online, consumers are becoming keener on the ingredients and benefits offered by products and services provided by beauty brands.

As we reach the end of the pandemic, beauty businesses and brands face unprecedented challenges in e-commerce and digital marketing strategies and the long-term changes in consumer behavior brought about by the pandemic. The bottom line is that the beauty industry will continue to evolve and adapt to meet the changing needs of consumers.

In any case, the pandemic made people more connected than ever. Thanks to technological advancement and rapid adoption, it is now much simpler to communicate with clients on a global scale using a variety of content types, channels, and platforms.

Digital Marketing for the Beauty Industry

In this new, digital-first era, consumers are increasingly inclined to buy clothing and accessories online.

Cosmetics and beauty care may appear to be a completely different game, especially for start-up stores or small beauty care enterprises, but some industry leaders are proving that wrong. With a strong marketing and PR strategy, including creative collaborations with influencers, consumers are just as likely to browse and shop for beauty products and services online, and brands can use digital media to attract them to stores.

If you want to increase brand awareness and sales for your beauty brand, start implementing these digital marketing strategies right away:

Build Brand Advocacy With Communities

In the past, there was primarily a transactional relationship between brands and consumers. But lately, brands that can turn their customers into a community get far higher engagement levels, leading to increased conversions.

A “Brand Community” is a powerful engagement tool that taps into people’s natural desire to belong. Sephora is most likely the best example of a brand community in the beauty industry. Their “Beauty Insiders” community constantly evolves and provides more satisfying offers and experiences to drive more sales. 

As a beauty marketer, you can also engage customers on social media and in your community forum, encouraging them to share their feedback, beauty inspiration, and tips within groups or on their social pages. Share special promotions as a members-only benefit and collaborate with beauty experts to help people solve their beauty problems.

Remember that your main goal is to retain customers and strengthen their bond with your brand by building strong communities and lasting relationships.

Use Social Media Marketing

Beauty brands have embraced social media to increase brand awareness and, ultimately, revenue and sales.

Building a social media presence on platforms like Facebook, Instagram, TikTok, and Pinterest should be part of your beauty business’s digital marketing strategy. Innovative brands connect with the beauty community by capitalizing on the social aspect of discovering, purchasing, and using beauty products.

By sharing company updates, testimonials, and product reviews on social media and other online forums, beauty brands can gain recognition in a fun and convenient way. Savvy businesses stay deeply informed about their customers’ needs by remaining engaged in these conversations.

Become A Content-Driven Brand

It is one thing to have content, but it is quite another to have good content that supports your brand and drives conversions. Check out these examples of how creative and strategic marketers can be when developing the best digital marketing strategies and increasing brand awareness.

One of the challenges for beauty marketers and entrepreneurs is coming up with new content ideas regularly. Here are some examples of how you can apply content to your beauty marketing efforts:

  • Create visually appealing and “Instagrammable” content. If you don’t have a large budget, consider working with talented amateur photographers.
  • Share before-and-after photos to demonstrate how effective your cosmetics products and services are.
  • Utilize IQ Hashtags to examine trending hashtags in the beauty industry. Then you can easily plan, manage, and schedule your social media posts and content.
  • Share customer testimonials and other user-generated content.
  • Offer a free giveaway and make it as iconic and creative as possible.
  • Show the world what you care about, and customers who share your values will flock to your brand. The majority of consumers prefer brands that share their values.
  • Be proactive and customer-centric; respond quickly and pleasantly to customer feedback. Put your target audience, their needs and desires, at the heart of all your marketing ideas and initiatives.
  • Engage people by using GIFs, content-in-motion, and videos.

Micro-influencers are the key to the customer’s heart

Customers connect best with real people who understand their daily struggles. At the same time, businesses want to use influencer marketing without spending much money on celebrities and well-known influencers.

With the continued rise of Instagram and TikTok, there are an increasing number of potential micro-influencers who could be a good fit for your beauty brand.

Focus on Paid Advertising

Paid advertising on Facebook and Instagram should also be part of your brand’s digital marketing strategy because it makes it possible for beauty brands to reach customers at a faster rate than organic posts.

With targeted ads, you actively market to only those people who are likely to be interested in your beauty product or service. You can control your geographical location and target audience to ensure that your ads are only shown to the people you want to see them. This increases the chances of getting more clicks.

Paid Advertising is an excellent way to specifically target audiences with promotional offers that the customer may be interested in, resulting in increased sales and conversions.

Optimize Google My Business listing

When looking for something new, the first thing you do is a Google search.

Google My Business has always been important because it is frequently the first thing customers notice when searching for your business. It has Google Maps integration, making it simpler for customers to find your company on the most widely used mobile map and directions app in the world.

The three most important things a beauty brand/shop should do on Google My Business are to add their website immediately, for professionalism. The next step is to include a good description as well as a contact method for new clients to reach you. Photos are also a huge help in terms of legitimacy and warmth. Finally, make sure you have a strategy to encourage Google reviews. This not only makes you look good, but it can also affect your ranking in search results.

Make sure you have your business address ready for the Google Postcard to verify the business.

Social Media is Game-changer

The beauty industry is a highly competitive one, making it challenging to carve out a niche for yourself.

Set your brand apart by implementing the digital-first marketing strategies we outlined above. The tips mentioned will enable you to break free from outdated business practices and engage with your customers more effectively.
Need assistance implementing a few of these digital marketing techniques? Contact us today to learn how we can assist you in adapting and utilizing them all.

Digital-First Is The New Rule