The beauty industry can be a risky business, particularly for those just starting. With online shopping and an increasing number of cosmetics, creams, and potions, the beauty industry has become increasingly competitive. So how do you go about breaking into this very competitive field or amplifying the success of your existing business? Here are a few tips from the founder of the go-to beauty portal allaboutHER.
Establish a Niche
Everybody uses certain products such as soap and toothpaste, and most people invest in creams and moisturizers. However, they may not buy these products from you — even if your offerings are amazing. If you have a niche, you will be more likely to appeal to a specific customer segment that gradually develops loyalty to your brand. A good example of this is the Italy-inspired brand La Dolce Diva, which is specifically aimed at — you guessed it — divas who like to travel.
Make Sure You Have an Online Presence
Since the onset of the pandemic, more and more shoppers are discovering the convenience of making their beauty purchases online. These days, even customers who like to see their products at brick-and-mortar stores before committing to a purchase often look online first to narrow down their choices.
To successfully convey information about your products online, you must have an easy-to-navigate website and plenty of information about what it is you are offering. Be sure to describe the texture, feel, and benefits of your products. It is also a good idea to post customer reviews on your website as social proof.
To attract online customers, you can also offer free delivery and returns policies. In addition, you may wish to pop free samples into each online order as a way of introducing customers to your products.
Project the Right Values
Many beauty product businesses these days are acutely aware of their corporate social responsibility. This is also often appreciated by their customers, who seek out brands that offer great products and are also involved in social and environmental initiatives. A good example of a beauty line with a passion for sustainability is the Dutch brand Bloomeffects.
Watch Your Social Marketing
A well-thought-out social media campaign can be a game-changer for your brand. Use snippets of text and photos to show potential customers how passionate you are about your brand and how much you appreciate them. This is also a great place to communicate information about any social and environmental campaigns your brand may be involved in.
If you are thinking of using the services of an influence, be mindful as they are not all created equal. While influencers were all the rage a few years ago, customers these days are savvier and can tell a fake at a click of a button.