Beauty & Skincare product sales through online ad campaigns: How to’s, tips

Shoppers are comfortable buying clothing and household items online. Online shops and their advertising campaigns have figured out how to clearly market their products so customers know what they are getting in the mail. And, when customers receive an item in the mail that does not meet their expectations, those items can be returned. Now, beauty and skincare are doing what other industries are doing: embracing online ad campaigns. These campaigns are working for shoppers who prefer to spend their money online and for those who like brick-and-mortar stores.

Type of Online Ad Campaigns that Work

I've shared my screen in below video showing the ad campaigns case studies for cosmetics / skincare products

Traditional online marketing strategies work well for beauty and skincare products, too. These include advertisements on Facebook and using Google Ads strategies. The big thing with these traditional methods is that they are more beneficial for companies when combined with these newer techniques. When beauty brands shows up in Facebook ads, they are often recognizable because they are also showing up on influencer blogs, in curated content, and in product placement programs. It’s a rather exciting time to work with beauty and skin care marketing with all of the opportunities that are available today.

Beauty and skin care ad campaigns need to include several things. One is beautiful images – whether they are still or video. In many cases, the best campaigns do not just include photos of the products that are being sold, but information about using them. Beautiful images and information need to be paired with clear product recognition. If the brand is recognizable, the brand should also be included. And, if the product is brand new, the brand should be shared to insure that it becomes recognizable. We include these things in our Facebook ads so that your beauty and skin care products are noticed.

Other types of social media campaigns that work

There are a handful of different types of marketing campaigns that the beauty industry is using. One is curated content on social media. Curated content is useful and well-crafted content that shoppers use to make informed decisions about the latest products. Social media channels have been positively inundated with images of style influencers and customers using their products. This curated content provides inspiration on how to use beauty products and where to buy them. The content is highly visual and often appears as a series of photos or useful videos.

Curated content looks like editorial content

Along with attractive images, how-to videos, and testimonials, curated content can also include product placement. Consider how brands can partner with each other to seamlessly place products on each other’s social media accounts. With brands partnering and placing products, they are able to grow their customers bases together. Think of how effective it would be for a beauty company to partner with a handbag brand. Customers could show their favorite beauty brands that they keep in their favorite handbags. The partnership would be a match made in heaven.

Online virtual experiences with helpful apps

Another digital marketing tool that the beauty and skin-care industry that works is the online virtual experience. Companies have developed apps that customers can use to virtually test a product. Customers can try on the latest lipstick colors by uploading a photo and using an app. These virtual experiences are often compatible with mobile devices and with traditional computers. They are similar to the apps that allow people to try on eyeglasses or a new haircut. It might not be the most cost-efficient way for mom-and-pop shops to market their products digitally, but it is the perfect tool for large beauty corporations to use.

Millennials are known for doing their research before they buy products. This trend extends from large purchases like new cars all the way to small purchases like new beauty products. One of the go-to places were millennials do their research is through social media channels – especially Instagram and YouTube. While most people think of YouTube as a video site, it really is a social media site and search engine. And, Millennials use it like crazy.

YouTube Campaigns with Style Influencers

In order to get the attention of millennials via digital marketing, a YouTube campaign is a must. Digital marketing through this tool has worked well for beauty and skin care companies. Working with influencers is the way to go, especially in the style industry. When influencers review makeup or conduct tutorials on how to use makeup or skin care, customers take notice. This type of curated content is authentic and works wonders for young viewers who are highly influenced by their favorite social media personalities. Beauty and skin care companies can partner with fashion and lifestyle magazines to get their products discovered.

The beauty of YouTube marketing is that videos that appear on that platform can be shared on all of the other social media sites. And, Instagram has its very own Insta-stories and advertising platform that allows marketers to share their products with still photos and with video. Instagram is one of the websites where beauty bloggers and influencers have also found success. Instagram and YouTube are the go-to websites for learning about beauty products and how to apply them in a stylish way. Companies that are not using social media, partnerships, and video to sell their products are missing out.

Coordinating schedules for releasing products

The beauty of the beauty and skincare industry is that it does not have set schedules for releasing new products. In the entertainment industry, new music and movies are generally released on certain days of the week. But, makeup and skin care products can be released when it is the most beneficial for the brand. And, social media and digital ad campaigns can be created to match products with key dates. For example, when Avon partnered with Project Runway a few years ago, Avon makeup products and skincare products were released on the same day that Project Runway aired. The convenience helped reps sell the products that models were wearing. Now, events that involve influencers are often the determining factor for release dates for new skincare and makeup products.

Using phygital marketing to boost sales

A helpful way to get access to those digital influencers is by sending samples to them. This type of marketing has been termed “phygital” because it combines the reality of the physical sample that translates onto the digital marketplace. For example, if you send a makeup sample to a style influencer, that influencer can record a video using the sample. This is a physical activity that occurs in the real world, but as soon as the influencer shares the video on social media – it becomes digital. This happens when stylists share products with celebrities. The celebrities then name drop the brand of the items they are wearing and they phygital marketing occurs.

Let DM Solutionz help you build your next campaign

At DM Solutionz, our experts know how to build successful ad campaigns for clients in the beauty and skin care industry. We have worked with clients and some have seen returns on their investments upwards of 300 – 400 percent. We did it with well-curated ad content, advertisements on Facebook and Instagram, and activity on YouTube. We are happy to answer questions about the process and how we can help you grow your customer base and your sales.

Need help with your Facebook Ad campaigns?

Let me help. Email at: [email protected] with your campaign details and will help sell your products online.