The global skincare industry has been experiencing remarkable growth in recent years and is expected to reach more than $270 billion by 2031. With the emergence of new trends, technologies, and consumer behaviours, it’s crucial for skincare brands to adopt effective marketing strategies to stay ahead in the competitive landscape.
In Australia alone, the beauty industry generated an estimated $7.756 BILLION in revenue! As a skincare marketer or business owner looking to make a splash in Australia (or anywhere else) this year, you should embrace the 10 marketing strategies listed below to effectively connect with your target audience and establish a strong brand presence.
- Create personalised content
When clients feel like a brand speaks directly to them, they will feel more tempted to buy the products of such a brand. Everybody is doing personalised marketing nowadays, so it’s very important not to miss out on the action!
In a world flooded with generic advertisements, personalised content is more important than ever. Skincare brands can leverage data-driven insights to tailor their marketing efforts to individual preferences, skin types, and concerns. Personalised product recommendations, skincare routines, and even virtual try-on experiences (more on that in a second) can enhance customer engagement and loyalty and take your brand to the next level.
Creating personalised content for your customers depends not only on developing client-specific ads and e-mail marketing campaigns, but also on collecting data on clients efficiently. Focus on finding as much data as possible first, and then it will be easier to decide on the specifics of your personalised marketing strategy.
- Understand the importance of inclusive branding
Inclusive branding is almost taken for granted in this day and age, and marketers and business owners should focus on presenting their brands as inclusive. This is especially important in the skincare niche because client diversity is literally expressed by one’s skin colour and type! After all, it’s no coincidence that the idea of inclusivity was most famously introduced in the global market by skincare brands such as Dove.
To sum it up, diversity and inclusivity are driving conversations globally—and will continue to do so. Ensuring that your branding and marketing campaigns reflect the diverse beauty landscape of Australia is essential. Celebrate different skin tones, ages, genders, and body types to resonate with a wide audience.
- Focus on sustainability and ethical practices
Consumers are increasingly conscious of sustainability and ethical practices. According to a study on conscious consumers, 61% of Aussies believe the authenticity of a brand is important and 41% prefer buying from brands that align with their personal values. This and other conclusive studies seem to show that sustainable and ethical brand practices don’t only make for a better world—they also make for a better marketing strategy!
Skincare brands that prioritise eco-friendly packaging, cruelty-free products, and transparent sourcing can effectively connect with environmentally conscious consumers. Marketing these efforts not only resonates with values but also sets the brand apart as responsible and caring.
- Don’t snub influencer marketing
Online influencers are nothing new, but they will continue to be a vital part of the skincare industry for many years to come. Collaborating with trusted influencers who align with the brand’s values can help reach a wider and more targeted audience. Additionally, encouraging user-generated content (UGC) through challenges, contests, and branded hashtags can foster a sense of community and authenticity around the brand.
Whether it’s in Australia or anywhere else, people will more easily buy the products of a brand if they feel like they have a personal connection with such a brand. This can be partially obtained through personalised marketing, but also through some well-done social media marketing. In social media, potential clients have the opportunity to engage directly with your brand’s products and philosophy via UGC and influencer campaigns.
- Create video content
Video content, especially tutorials and how-to guides, continues to be a dominant force in marketing. Skincare brands can create engaging and educational video content that demonstrates product usage, skincare routines, and helpful tips.
Platforms like YouTube, Instagram Reels, and TikTok offer a great space for visual storytelling. In addition to influencer marketing and UGC, skincare brands should try to explore these channels to promote specific video content showing the potential, different uses, and effectiveness of their products. One thing is to read a compelling product description, and another is to actually see the product working its magic!
- Explore the potential of Augmented Reality (AR)
The integration of AR and virtual try-on technology allows customers to virtually test skincare products before making a purchase. We’ve talked about this briefly while discussing personalised marketing strategies, but it’s important to double down on such a compelling marketing strategy, especially in the context of the skincare niche.
This interactive experience can boost customer confidence in their choices and reduce the likelihood of returns, enhancing overall customer satisfaction. When people know exactly what they’re getting and how what they’re getting is going to help them, they’re more likely to buy a product and keep on buying it.
Skincare brands can develop AR apps or collaborate with existing platforms to offer these experiences. These apps can be used for everything from trying products virtually to carefully customising the colour of lipstick.
- Automate customer support
If there’s limitless power in AR, what to say about Artificial Intelligence (AI)? AI is no longer a technology for the future, as it is being extensively used in all types of industries, including the skincare and beauty products niche. There are millions of intelligent AI applications in business and marketing, but automatised customer support is one of the most common and easy to incorporate.
Implement chatbots on your website to provide instant assistance and answers to common skincare queries. This technology streamlines customer support and enhances the overall shopping experience while also making it easier for business owners to improve on client satisfaction.
- Do some microtargeting
Microtargeting involves tailoring marketing messages to highly specific demographics and even individuals. Geolocation technology enables brands to send personalised promotions to customers based on their location. For example, a skincare brand could offer special deals on sunscreen to users in sunny regions.
Microtargeting can also be combined with influencer marketing to great effect by, for example, partnering with Australian influencers who align with your brand values. Their authentic endorsements can reach a vast local audience and foster a sense of community.
- Create limited-edition offers
Australians love to be the first to try new and unique offerings, and nobody likes to miss out on a great opportunity. Create a sense of urgency and exclusivity with limited-edition skincare products, and you’ll see that clients will come rushing in.
The best thing about limited-edition offers is that they can boost sales in a time of need; after all, this kind of offer is not only good for promoting your brand’s products but also for managing oversupply, warehouse space, and other logistical elements of one’s skincare business.
- Focus on emotional brand storytelling
Emotional connections can have a profound impact on consumers’ perception of a brand. Skincare brands can leverage emotional storytelling to convey their values, origins, and mission. Sharing stories about the founders, the inspiration behind the brand, and real customer testimonials can help establish a deeper connection with the audience.
So, are you ready to grow your skincare business?
In conclusion, the skincare industry in 2023 demands a strategic and holistic approach to marketing. By embracing customisation, inclusivity, content-rich social media, AR try-ons, sustainability, user-generated content, AI-driven customer support, localised influencer collaborations, limited edition releases, and data-driven insights, your skincare brand can thrive in the competitive Australian market and elsewhere.