What Consumers Want (and Don't Want) to See in Today's Beauty Marketing

As the beauty industry continues to evolve, so too must the way in which businesses market their products to consumers. In today's digital age, there are countless ways for brands to reach their target audiences, from social media to influencer partnerships and beyond. But what do consumers actually want to see in beauty marketing, and what do they prefer to avoid? In this article, we'll explore the key elements of effective beauty marketing, as well as the pitfalls to avoid.

These are the basics (Something You Probably Already Know), but have you actually thought how these apply to your strategy?

Authenticity.

Perhaps the most essential aspect of successful beauty marketing is authenticity. Consumers want to feel like they can trust the brands they are buying from, and that means being transparent about ingredients, sourcing, and the overall origins of products. Today's beauty consumers are savvier than ever, and are looking for brands that align with their values. Social responsibility, eco-friendliness, and inclusivity are just a few of the areas where consumers want to see authenticity and transparency.

However, as a beauty business, it is essential to understand both the benefits and the drawbacks of sustainable marketing to make informed decisions that align with your brand values and customer expectations. In the beauty industry, sustainability can refer to a range of practices such as using organic or natural ingredients, reducing waste, or ethical sourcing. However, without clear standards and certifications, sustainable claims can lack transparency and consistency. In addition, EU will impose restrictions on sustainbility claims. It is very important to provide clear, honest but interesting information about sustainability. Beauty brands can fall into greenwashing - exaggerating their eco-friendly practices - which can cause consumer mistrust and backlash.

Do you find this beauty shot visually interesting or repulsive?

Diverse Representation.

Relatedly, consumers are looking for beauty brands that embrace diversity and celebrate inclusivity. This means showcasing a wide range of skin tones, body types, and hair types in marketing materials, as well as highlighting the unique qualities and beauty of each individual. Today's consumers are tired of the one-size-fits-all approach to beauty, and are demanding more personalized products and messaging. 

Social media and beauty apps have set unrealistic beauty standards: The use of filters and digital manipulation on social media has created an unrealistic beauty standard. Over-editing faces or bodies only makes the content seem fake, which is a turnoff for consumers. Instead, embracing one's flaws and presenting natural, authentic beauty is the new trend. Consumers want to see products that can accentuate their own beauty instead of trying to mask it.

Personalized, relatable content.

When it comes to purchasing beauty products, consumers are drawn to visuals that showcase the actual use of the product instead of just seeing the physical product. We typically see these visuals in tutorials or trendy settings where the product is being used to create a desired look. This preference is essential for beauty businesses to understand to improve their marketing strategies. When the product is inserted into a personal setting, this helps consumers to easily grasp the potential use of the product and make the right decisions. It enables consumers to build clarity and connect with the product, making them more willing to purchase it. Hence, businesses should create relatable content that appeals to their target market and encourages them to buy their products.

Tutorials and other learning materials highlight the versatility of beauty products, indicating that the product is useful in multiple ways. This can help consumers to see the potential of the product and inspire them to apply them in different ways. In turn, this creates a sense of excitement among consumers and helps them appreciate the value of the product. When creating tutorials, businesses should focus on product functionality, versatility, and creativity to make their content more engaging and enjoyable.

HOW TO APPLY THESE TO YOUR STRATEGY ─

Think about these questions:

1. Who Is Your Audience?

Before creating a social media plan, you must know who your target audience is. Who are the people you want to reach, and what are they interested in? Once you’ve defined your audience, it becomes easier to determine what type of content you should be publishing, when to post, and which platforms to use. How your target audience uses makeup or skincare? How does their daily life look like? Do they appreciate easiness or high-quality more? Additionally, your followers may have different interests, so it’s crucial to stay diversified when it comes to the type of content you post.

Define your target audience with our conceptualization guide here.

2. Which Platforms Are You Using?

There are many social media platforms for beauty businesses to choose from. Each platform has its own strengths and weaknesses and attracts a different type of audience. The most popular ones for beauty businesses include Instagram, Facebook, YouTube, and Pinterest. To make the most out of your social media presence, you must identify which platforms your target audience uses the most. Many brands make a crucial mistake when choosing faces, influencers or models to their content. Many brands tend to use faces that do not actually match their target audience.