Beauty Product Marketing

Find a consumer research firm

How To Make Your Beauty Product More Popular

Have you ever wondered how beauty items get to be popular? 

Perhaps, you think, it’s because the company website is loaded with “before” and “after” pictures, well-written articles, and videos packed with enthusiastic testimonials. 

Perhaps, you speculate, it’s because of some excellent online and print advertising—tempting graphics, suave advertising copywriting, and well-designed landing pages or magazine layouts.

However, what you’re looking at is the visible part of a marketing process. A lot more goes on behind the scenes before the marketing reaches this point.

Here is a beauty product launch process in a nutshell:

After a product has been researched, marketers will organise beauty product focus groups. Once they have refined their product offering, getting the word out via celebrity endorsements and social media campaigns is the general route.

Finally, this entire chain of events then creates word-of-mouth advertising.

For the sake of illustration, let’s assume that you’ve developed your own line of natural beauty products and built a company around it, but you now want to grow your company by doing a marketing campaign, here’s how the product launch could play out.

Step 1: Find a Consumer Care Research Firm

Look for a personal care consumer research firm with a proven track record in cosmetics, skincare, beauty devices, body care, hair care, nail care, fragrance, wellness, and personal care. Pick one that is laser-focused in providing two important aspects of marketing intelligence: quantitative and qualitative consumer research. It should be a company that will build your brand with some critical forward-thinking need-to-know information about your customers. 

Ideally, find a company that also provides in-home beauty and personal care product testing. The company’s benchmarking process should provide claim validation and substantiation for your beauty product marketing and advertising campaigns, and maybe even offer a consumer research guide to product development.

Step 2: Organise Focus Groups

This is for testing your beauty product(s). You will require a clear understanding of your target market and what you need to do to build an emotional connection with your customers.

Beauty products and personal care items are intimate; you cannot speculate what your market requires. You might be spot on in identifying a need, or you might be surprised how you missed the mark. Either way, you will have information that will prove essential for your marketing campaigns.

Find out how they respond to advertising:

1. Do they like to chat about products on Facebook, read reviews on a blog, read about beauty care advice, or scan beauty magazines?

2. Do they need to try a sample before they are convinced?

3. Do they respond to graphics and how-to descriptions or rely on scientific statistics before they decide to buy?

Watch, listen, and learn. One thing you can be sure about is that people love sharing their opinions on focus groups. While you might have to filter out good insights from irrelevant commentary, your sampling of a wide variety of opinions will help you get pretty close to the truth about how your average consumer will feel about your products and your product packaging to your advertising methods.

3. Seek out Celebrity endorsements.

It’s a strange thing, but people tend to believe celebrities more than their neighbour. Perhaps it’s an authority bias or perhaps people feel that a celebrity would not risk their reputation by endorsing a worthless product. Whatever the reason, it works, so if you can get a celebrity endorsement or two you will have increased your sales potential by many orders of magnitude.

4. Leverage Social media.

People love to talk about their experiences and hear what other people think and feel about something. The best way to get this type of conversation going is to develop a social media network on top-performing platforms like Twitter, Facebook, Instagram, and Pinterest.

It’s best to hire a social media marketing expert to do this work, as they will help you build your brand better than if you created posts and responded to comments yourself.

5. Increase Word-of-Mouth promotions.

Word of mouth is a form of indirect advertising. While using a focus group, getting a celebrity endorsement, and using social media will organically develop word-of-mouth, another way to increase buzz is to offer free samples or have live product demos in stores.

Try out this five-step process to grow your brand, and feel free to improvise it based on your particular product or audience.

Poppy Watt