The skincare industry is exploding, which is fantastic news if you sell top-notch products. But in reality, you’re not alone. There are so many brands in the industry, making the competition fierce.
How do you ensure that your online skincare store is the one customers flock to, not just another face in the crowd? Killer products are the foundation, but truly savvy marketing transforms browsers into loyal buyers.
This blog will help your skincare brand find its voice online. Mind it, it’s not just about pretty photos and trendy ingredients anymore. Here, you’ll get proven strategies that go beyond the surface, designed to get your skincare brand the attention—and the devoted customer base—it deserves.
Marketing Strategies to Sell Beauty Products
1. Community is Your Secret Weapon
We humans are social creatures. We want to connect with others who get us – especially regarding something as personal as our skin. That’s why, in the crowded world of online shopping, making customers feel like they’re part of something special is marketing gold. There are examples of brands that nailed this with their Beauty Insider program. It’s that feeling of joining a club of fellow beauty-obsessed people.
Here’s how to make this magic happen for your skincare line:
- Create Your Space: A dedicated Facebook group or forum on your website lets people go deeper than just product questions. This is where they share routine tips and skincare struggles and celebrate wins together. You’re fostering a vibe, not just pushing sales.
- Reward the Love: Think beyond just purchase-based loyalty programs. Offer points for sharing reviews, posting photos of their ‘selfies’ featuring your stuff, or referring friends. Let them unlock exclusive perks with their enthusiasm.
- Customer Content = Marketing Fuel: Proudly spotlight the glowing reviews, the before-and-after shots, and the genuine excitement about your products. This builds trust and makes hesitant shoppers think, “Hey, I want to be part of that!”
2. Small Influencers, Big Impact
Sure, those skincare gurus with millions of followers are flashy. But the rise of micro-influencers, with 10K—100K followers, signals a shift. People are craving authenticity and trust, which often come easier in a smaller, tight-knit community. It’s like the difference between getting a skincare recommendation from your best friend vs a billboard.
Tools like Social Blade are great for understanding an influencer’s audience demographics, engagement rates, and overall content vibe. Make sure the numbers align with your target customer.
Here’s where micro-influencers shine:
- Unbiased Unboxings: Sending products for honest reviews builds trust.
- Limited Edition Collabs: Team up with an influencer to create a travel set or special scent – their followers will go wild for exclusivity.
- Affiliate Power: Give influencers custom discount codes to share. They earn a commission, and you track sales, and everyone wins!
Micro-influencers often have higher engagement rates (comments, shares) than mega-celebs. This means more eyes on your products. It’s more budget-friendly, letting you spread the love across several niche influencers instead of blowing it all on one big name.
3. Get Smart with Product Tagging
Those little labels can seriously boost your online store’s sales. These aren’t just descriptors; they tap into shopper psychology. A simple “Stock Ending Soon” tag creates a sense of urgency, making people think they’ll miss out if they don’t act fast. Flagging items as “New” sparks curiosity and taps into our love of trying the latest and greatest. And, of course, nothing beats a classic “% Off” tag to make shoppers feel like they’re getting a deal.
Avoid false “limited stock” claims to maintain trust, but a little FOMO can nudge sales. Tie your tagging to the seasons, highlight summer products, rich winter moisturisers, and those holiday gift sets.
Remember, less is more – overly tagged products look cluttered. Spotlight key items with tags like “Bestseller” for social proof or “Staff Picks” to add a friendly, personal touch.
4. SMS – Your Direct Line to Customers
Our inboxes are a mess. But texts? Studies show over 90% of texts get read within minutes. That’s a direct line to customers already interested in your brand. Plus, skincare often has an urgency to it: ran out of moisturiser? Need a last-minute gift? A well-timed text message could be the solution they’re looking for.
Nobody likes being bombarded with irrelevant texts. The key is tailoring your messages. Use replenishment reminders like “Running low on your favourite cleanser? Tap here to re-order and save 10%!” Additionally, offer a welcome discount to first-time texters and exclusive deals for your loyal customers. Blast about a new serum for breakouts only to those who’ve purchased acne products before.
A great example of leveraging SMSs to engage customers would be Farmacy Beauty. This brand does SMS right—literally. They send new product announcements, skincare tips, and subscriber-only flash sales. It’s personalised and useful, and it drives clicks to their website.
Always get clear consent before adding people to your texting list. Services like Klaviyo or Postscript make SMS for WooCommerce easy. They handle segmentation and even automated texts.
5. The Power of a Good (Short!) Promo
Long, drawn-out sales can make customers hesitate, and who wants to worry about missing a better deal next week? A quick promo creates urgency and a sense of discovery. Instead of a generic “Summer Sale,” try ingredient-focused promos like “The Power of Retinol Week,” which mix discounts and educational content.
Remember: limited time + countdown clocks = action. A countdown clock on your site amps up the gotta-buy-it-now feeling. Scarcity works, too, like offering a deeper discount on the first 50 orders.
Moreover, let your happy customers spread the love. Offer them a discount code to share with friends. When their friend buys, they get a reward, too. This grows your brand reach organically.
6. Tap into the Power of Video Content
Videos are engaging and perfect for showcasing those skincare transformations: the satisfying lather of a cleanser that glows after applying a serum. You can’t capture that in text. Plus, seeing a real person using your products builds trust.
Nobody has time for a 30-minute skincare routine video. To grab attention, create videos of TikTok length: of 30-60 seconds. Instagram Reels are also fantastic for quick demos and before-and-after reveals.
You can create tutorial videos like “How to Get Glass Skin in 3 Steps” or “My Nighttime Anti-Aging Routine.” They are way more helpful than product close-ups. You can also do a quick-cut video showcasing a star ingredient and its benefits.
Partnering with the right influencers can skyrocket your video strategy. Look for those who:
- Have already created engaging skincare content
- Have an audience that aligns with YOUR ideal customer
- Can genuinely rave about your products (forced enthusiasm flops)
Live Q&A sessions on Instagram or Facebook Live are incredible for interacting with potential buyers in real time. Answer questions, demo a new product, or even hold a special giveaway exclusive to live viewers.
Good lighting and clear audio matter, but don’t overthink it. Authenticity trumps a high-budget production. Smartphone cameras rock these days!
7. Make Your Website a Conversion Machine
Too often, skincare brands focus heavily on marketplaces, neglecting the immense potential of their websites. This is a major mistake. Think of your website as your beautifully designed flagship store. Unlike marketplaces, your site gives you full control over how your products are presented, letting you tell your brand story and connect with customers on a deeper level.
Plus, it’s a treasure trove of data. By tracking visitor behaviour, you gain invaluable insights into what your customers want, allowing you to constantly improve their experience.
Invest in top-notch product photos and lifestyle images – hire a pro if you can. Go beyond basic descriptions like “hydrating,” craft words that evoke emotions, and tell a story about your product’s benefits.
Offer personalised help with virtual consultations, even if it starts with a simple quiz. Make your checkout process smooth and secure with multiple payment options to avoid abandoned carts.
Finally, prioritise clear navigation, a mobile-friendly design, and fast loading speeds for a seamless shopping experience!
8. Content is King
In this digital age, content truly reigns supreme. Consider your blog posts and emails as helpful conversations, not just ads. By providing valuable information, you establish yourself as a trusted authority in the skincare world. This trust is priceless when someone’s deciding between your brand and a competitor.
Skincare ingredients can be intimidating. Break down those confusing terms and explain how different ingredients work. This turns hesitant shoppers into confident buyers who choose the right products for their needs. “How to Get Rid of Acne Scars” is more compelling than simply promoting your scar serum. Create “how-to” guides tackling common skin concerns using the language your ideal customer would search for.
Don’t underestimate email! Offer subscribers exclusive content like:
- Early Access: Let them be the first to know about new product launches and give them special discounts.
- Skincare Tips: Share seasonal routines or ingredient spotlights for subscribers only.
- Contests & Giveaways: Who doesn’t love free stuff? Build your list and excitement at the same time.
Creating fantastic content takes effort, but it pays dividends. Valuable blog posts keep customers coming back, email builds a relationship over time, and all of it makes you the go-to source for reliable skincare info – which translates into loyal shoppers!
9. Harness the Power of Seasonal Marketing
Tying your marketing to the time of year is a smart way to boost sales and keep your skincare brand top-of-mind. Our skin has different needs throughout the year. Summer brings the battle against sun damage and post-beach dryness. Winter’s all about fighting back against the cold-weather blahs. By addressing these seasonal shifts, your brand becomes the solution.
Seasonal Campaigns:
- Summer Skin: Bundle sunscreen with soothing aloe gel. Offer discounts on travel-sized products for vacationers.
- Winter Warriors: Promote rich moisturisers and overnight masks. Emphasise the “cozy self-care” aspect.
- Festive Gifting: Create eye-catching holiday sets packaged to perfection. These practically sell themselves!
- The Power of Colour: Update your site and social media with seasonal vibes. Think beachy blues for summer and warm neutrals for winter.
10. Partner Up for Success
Imagine tapping into a whole new pool of potential customers who already love a brand that resonates with yours. Strategic collaborations do that. The key is finding partners with a similar target audience but not direct competitors.
Choose partners you genuinely admire and whose values align with your own. Forced pairings don’t fool anyone. Both brands need to win. Structure deals that are fair and exciting. Additionally, make a splash across both your platforms to maximise reach.
Conclusion
Ready to see your online skincare store reach new heights? Start by implementing even one or two of these strategies. Remember, consistency is key, and with the right approach, you’ll build a loyal customer base that keeps returning to your amazing products.
As your success grows, don’t forget that shipping plays a massive role in customer satisfaction. If you want to streamline your shipping process, scale with demand and offer competitive rates, consider a platform like NimbusPost. It simplifies the complexities of shipping, letting you focus on what truly matters – creating incredible skincare that helps people feel confident and beautiful.
