Digital Marketing for the Beauty & Cosmetics Industry

Beauty and cosmetics brands are most competitive when they take a fresh approach to advertising, ensuring that they can become visible in new, beneficial ways – using content optimization to excel in platforms like Google Ads, and Amazon.

Research shows that shoppers are more likely to purchase beauty products when given subjective information about the product they are interested in. Customer reviews are an important aspect of digital marketing for the beauty and cosmetics industry.

Is it viable to use Google Shopping and Amazon for beauty products?

Google Shopping for the cosmetics industry can be a great option to increase online sales. Shopping campaigns can promote your products with detailed photography and detailed information. You’ll want optimized product data feeds – including details such as color or shade, product size and brand to ensure you’re reaching the right customers.

The beauty industry is also a good match for the Amazon marketplace, and there are many avenues to consider. If you’re a reseller of cosmetics in Amazon, it’s crucial to have an Amazon store and product optimization. This will ensure optimal product visibility by consumers actively searching for the cosmetic products you sell. There are also a number of promotions to further promote your products, and you should have a Buy Box strategy to improve your sales.

If you’re a brand, you’ll want to take advantage of the benefits that are available in Amazon for cosmetic brands, like Brand Registry, Brand Store, and A+ or Enhanced Brand Content.

Should SEO for cosmetics be a part of my digital marketing strategy?

In order to help your sales thrive, SEO is crucial in the beauty industry. It’s key to include details that differentiate products with accurate descriptions – including details like size and color. By describing each product, you are exposing your items to highly qualified traffic from search engines.

How does a small business compete in the cosmetics industry?

To successfully market your beauty business online, you must know your target audience. Hone in on your products’ strengths and the unique aspect of your business – what do you offer that separates you from your competitors and how can you tell that narrative?

You must be able to deliver the “je ne sais quoi” of your business using SEO for cosmetics. A beauty and cosmetics business should also focus on developing its social media presence.

A challenge in this industry is marketing for beauty products with a low average order value. But there are ways to combat this.

Perks for Minimum Order Amount

Adding free shipping at a designated order amount is an effective way to raise order value. Provide an incentive when customers spend a minimum amount.

Product Recommendations

Add a suggested product pairing to go with items in their shopping cart or profile a popular item to the checkout page, which is a great way to increase low average order value.

Package Products Together

Offer product bundles that cost less than if the items were purchased individually. This can increase sales and customers are happy to receive a deal.

What is important to online consumers in the beauty industry?

Consumers who purchase beauty products online fall into a huge range of those seeking cheap prices with less emphasis on quality to those interested in only the highest quality beauty products available. But there are some factors that affect all consumers.

Confidence in Seller & Product

Perhaps the most important factor for a cosmetics consumer is having confidence in their purchase – this includes trust that the product they’re buying will match the quality or price they seek in the product.

Clear Product Details

The clearest and most concise information – featuring relevant product details such as color, scent, and product size – will increase the consumer’s likelihood of purchasing your products. Make sure you have well-optimized content with clear, formatted product descriptions.

Visually Appealing Images

Vital to overall consumer confidence in online beauty product shopping is having visually appealing product photos, which clearly display an accurate representation of your product. Consumers are far more likely to purchase products with captivating product photography.

What experience do we have in the beauty and cosmetics industry?

From high-end advanced cosmetic technologies to natural body and skin care, Vertical Rail has produced a successful track record for our beauty and cosmetics clients. Our success in the industry consists of providing a variety of services for client’s seeking to expand their presence in the realm of beauty, cosmetics and health ecommerce.

We’ve helped clients reach success by employing a variety of marketing strategies, including creating a uniform identity for cosmetics across all marketing channels, developing impactful marketing plans to elevate sales, product optimization, and organic SEO services.