9 Effective Marketing Strategies for Skincare Lines in 2021

You’ve put time and energy into creating a skincare line but now you have to market it. If questions like “How do we reach our niche market?” or “What is the best use of our marketing budget?” are causing you to struggle, this article for you!

9 Effective Marketing Strategies for Skincare Lines 

With the sheer number of skincare lines out there, it’s important to differentiate yourself from the rest. But with the right strategy based on marketing research, you can make sure your line stands out.

1. Social Media Marketing

We all know that we need to have platforms like Facebook or Instagram, but do you know what to post on them? New features being added to them all the time (i.e. IGTV), so it’s important to stay up-to-date on what’s popular to create a defined marketing strategy that works. 

Instagram Polls, for instance, are a great way to gather feedback about skincare products, while Instagram Stories are a great way to do Q&As or show behind-the-scenes making your brand more human and, ultimately, more relatable.

2. Email marketing

If you groan when you hear the words, “Email marketing”, you’re not alone. However, the numbers tell a different story. For every dollar you spend on email marketing, you can expect a return of $38. So to have a well-rounded marketing plan, you need to include email marketing. 

Email campaigns are a great way for your brand to communicate with your most valuable customers as well as prospective buyers. After all, they did agree to receive emails from you, so your email marketing campaigns can be used for educating, selling products and generally helping your target market fall further in love with your skincare line.

Whether you are offering them exclusive deals and specials, updates about events and new products, or sending them links to your most recent blog post, email is one of the most effective ways to communicate with your clients and potential customers. 

PRO-TIP: You can take advantage of the best email marketing software to help your spa execute your campaigns. 

3. Retargeting ads

If your marketing involves online ads, there are a lot of options out there, from Google Adwords to Facebook Ads. If you’re running these types of ads, make sure your marketing includes retargeting campaigns (also called remarketing).

Have you ever visited a website and noticed that brand's ads pop up everywhere else as you browse around the web? That’s retargeting. It’s so powerful that 3 out of 5 people notice retargeting ads. Not convinced? Think about this: only 2 percent of people who visit a website end up converting the first visit. Retargeting ads bring 98% back to your website by reminding potential clients about your business.

Not only that, but you can customize them based on the specific pages visitors looked at. If Susan looked at your Anti-Pollution Mist product page, you could offer her 10 percent off of her next purchase. 

4. Video marketing 

If content is King, video marketing is becoming the new Queen. With YouTube reaching nearly 2 billion users every single day, it is a serious avenue to build a targeted audience that’s interested in anti-aging or beauty-related topics. Whether it’s product-related questions, common skin problems, and so on, short videos can make a big impact.

Of course, if you can’t commit to producing videos on a regular basis, it’s still effective to have a few branded videos highlighting your products or ingredients. For example, you can shoot a short video on fine lines and the benefits of hyaluronic acid. This type of video provides valuable information on both your product while extending your brand’s reach.

5. Collaborate with Businesses

You can generate a lot of business by partnering with companies that are in line with your brand. Not only can they refer your particular skincare products but they can also introduce your brand to their audience. The options are endless. You can partner with influencers, fellow skincare brands, makeup lines, makeup artists, or even photographers.

This creates a mutually beneficial referral program and more customers for your business. You can also partner with these businesses to offer exclusive promotions.

6. Giveaways

Giveaways are an effective way to add to your email list and create social media engagement. When you offer a giveaway for a relevant product from your skincare line, you generate a list of targeted customers who are specifically interested in your products. After the giveaway, you can reach out to participants with other relevant offers through email campaigns or targeted ads.

7. Cultivate online reviews

Online reviews or testimonials tap into the idea of social proof that your brand and products are worthy in a potential customer’s eyes. Not only can reviews be used for currency on your website, but they can also be repurposed for social media content. 

But you can’t get a review if you don’t ask. Make sure to include asking for reviews via email after each sale. This can be easily automated with your email software and can be tailored with information about specific products or services. 

8. Take advantage of online listings

Phone books are the equivalent of mullets and big hair: totally out of style. Instead, your customers are searching online for local businesses. To make sure your business is picked up on a Google search, add your business to as many network access point (NAP) listing sites as possible.

An easy site to add your business to is Yelp. Just like Google My Business, these online directories put your business on the map and bring more customers through your door.

9. Be Intentional and Conscientious

Corporate social responsibility not only makes you a good business owner but also matters to your customers. Current research shows that today’s customers are choosing companies that are socially responsible. Don’t be afraid to become part of the conversation on important issues.

Whether it’s offering organic products, protesting animal cruelty, or designing eco-friendly products, it’s beneficial to establish your brand's socially conscious values and voice through blogs, email campaigns, videos, or even offline.

Conclusion 

Marketing is the process of planning, analyzing, and executing. But just as our customer’s preferences evolve, so do marketing trends. Your 2021 marketing plan can’t be the same strategy you had even a few years ago. We hope these tips make the process of creating your strategy for promoting your skincare line less daunting.