As in product still life, success does not come from passion alone but requires professionalism and the right investments. We are Studio Concept and we help brands build the cosmetics of the future.
Indice
Marketing strategies for cosmetic brands
Competition is fast, beauty has such an offer that emerging is the target for few. The margin for error is zero, a clear line but above all an effective direction is needed.
Setting the target, designing the brand identity, standing out from competitors, enhancing the social image and knowing how to create partnerships are the 5 elements of effective marketing. A two-way strategy is needed because the customer approach is only half the job. You need the right links with distributors, so marketing has a 360 degree effect.
Whether it is launching a brand or introducing a cosmetic line, marketing needs financial solidity. Analysing the sales profile and designing an appealing logo already requires resources and experience. Knowing how to invest is therefore the strategy that works.
Optimising social media presence
Pandemic has broadened the audience; it is no coincidence that 82% of consumers habitually enjoy content from YouTube, Tik Tok and Instagram. The figure shouts loudly about the potential that social wields in the beauty economy.
Just being there is not enough. Preparation and an editorial line are needed so that content can stand out from the chorus. Clustering the target audience is the starting point, analysis requires an integrated approach in order to create a real community around the brand. In a context where the user “suffers” content, active involvement can make the difference.
The choice of social media has an important weight, selecting the channels of communication is the step that guarantees an effective message. If IG is the most photographic, Tik Tok is among the youngest, but YouTube is ideal for conveying content. Every social is useful, dosed in the right way.
Influencer marketing in the beauty sector
Little time and more technology have profoundly changed the world of shopping, even in the cosmetics sector. Where the physical store is increasingly approaching the concept of a “point of delivery”, the customer enters the purchase being able to rely on a wealth of information already outlined.
The role of the beauty influencer becomes crucial, the skill lies in being able to find the right person. The number of followers is only the starting point, credibility counts for much more. The public rewards a sincere approach, precisely because this helps to create trust. Customers appreciate those who can say no.
The revolution of influencer marketing lies in bringing the perfection of cosmetics closer to the reach of the common user, this is how inclusiveness and openness to diversity are increasingly appreciated. Confidence in the product and brand awareness are also built through more human interaction, the approach works when influencer marketing speaks to the customer but above all responds to their needs.
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Retail: how to create an engaging in-store experience
Engagement is the new frontier of competition, the cosmetics market is definitely pointing in the direction of involvement. Whether it is the online channel or the experience in the physical store, the strategy veers from the propositional approach to the experiential journey. Digitalise, that is the watchword for communicating the brand message.
The customer no longer just looks at the packaging, perhaps guessing at the texture or fragrance of the cosmetic, the sales approach increasingly passes through the transmission of content in a multi-sensory dimension. The brand is called upon to convey its concept through an experience that guides the choice.
Uniqueness is an added value that is appreciated, the offer must therefore be able to propose a personalised path. Simplicity in finding information and attention to needs relaunch the in-store experience, the brand is therefore able to offer added value already at the moment of choice. The customer appreciates this.
Personalisation and customisation of cosmetic products
The cosmetic must be aligned with the brand, starting from a coherent INCI to the design of the packaging and the study of sales strategies. The underlying investment must therefore be aimed at creating a product that represents the brand and offers the alternative that the target group is looking for.
Solidity is the prerequisite for effective design. Emerging requires brand-tailored design, an example is in the packaging as this must be designed with sartorial skill. Graphic design and choice of materials are just some of the elements in the service of creativity, the idea needs to come out of the chorus.
Emerging in cosmetics is not easy, the beauty market demands perfection. High professionalism and equally high experience, attention to detail and targeted choices are essential. Retail and social are the two plates of an omnichannel marketing, keeping them in balance is the challenge.
The cosmetics industry is a dynamic and ever-changing field, where passion must be backed by specific skills and targeted investment to ensure success. As we have seen, an effective marketing strategy for cosmetic brands must include a clear definition of the target audience, a distinctive brand identity, optimised use of social media, strategic partnerships and a focus on in-store presence and product customisation.
