Have you ever wanted to work in beauty marketing?

Just imagine you are creating content or reaching out to influencers to promote beauty products.

Breaking into beauty marketing can be difficult however with these insider tips anyone can succeed in beauty marketing, if you put in the work!

A marketer can create a voice to showcase any beauty marketing campaign they are passionate about when they learn the brand’s and their own values and goals.

Start with telling a story about your journey, then create a portfolio showing how you got there, connect with people in the industry, know what is popular and choose the correct strategies to promote the beauty brands in all divisions, know trending beauty products and brands, and pick beauty marketing strategies that connect with the brand’s voice and values! 

Tell a story!

A story is about sharing emotions and passions with the audience. Showcase the journey that brings people closer and shows unique perspectives. Be confident in the story to build credibility and emerge people into the beauty marketing world.

This is all about creating a voice that resonates with the audience. For marketers, they are speaking to the beauty brand whereas a beauty brand that is using beauty marketing would be speaking to their consumer audience.

Promoting the journey of succeeding in beauty marketing can show confidence, creative story telling and make a person's career thrive both as a marketer and for the brands beauty marketing goals.

Take Live Tinted for example. Founder Deepica Matyala posted a YouTube video in 2015 in which she used red lipstick to color correct her dark circles using color theory. That video got 10 million views and she was featured on the Dr. Oz show.

She spoke to her audience in that video, mainly women of color who struggle with covering their dark circles and hyperpigmentation with just foundation and concealer. Using this momentum she created her own brand Live Tinted where she created color correctors for all different skin tones in a jumbo crayon lipstick combo, and turned it into a hue stick.

She now sells all different kinds of makeup and skincare but imagine if she did not have the confidence to post that 1 video in 2015, she wouldn’t have this amazing business today and a cult audience who love her products and relate to her story.  

Build a creative portfolio

No matter how big or small the project it has to be presented in a portfolio. Beauty marketing is about the creative and analytical outlook, how a marketer approaches clients with new ideas. A portfolio can consist of small projects, like an outreach email or a social media post.

It can also include big projects like a beauty marketing campaign promoting a beauty product or creating a pop-up matcha bar event for a beauty brand. A portfolio includes the achievements that show a beauty brand, a prospect’s voice, unique ideas, and creativity in different projects.

If the project has not been showcased then bring it to the world, creating a unique story about the passion for beauty marketing can bring the portfolio to life, painting a picture for the audience to look at the whole beauty brand.

Bringing a new project to life can help brands see the vision that could be. How their company could improve and get more engagement using an idea that is out of the box and different from the usual brand marketing. 

Create lasting connections

Connections are made by creating memories for people to remember the brand's beauty marketing by pulling in emotions and knowledge. Knowing how the audience will react to a content post or video can help draw more people to a brand.

Being able to connect with them through similar beauty passions will make the brand seem more trustworthy and credible.

The beauty marketing leaders in the industry can teach other marketers how to add more value and move forward in their career or industry. Every person in your life can bring you value and knowledge, building a relationship with an industry leader that is showcasing their creative thinking into the brand story. About 54% of job seekers got hired because of connections with their coworkers or personal life.

Ranavat is a brand rooted in its origins in India and based on the logic of science to help women with all skin tones/textures achieve their skincare goals. They spoke to people directly looking for products based off of the Earth and natural ingredients and showcased their story by bringing their artisans in India and their ingredients to life.

The connections made by all desi people living all around the world but also the farmers harvesting the locally sourced ingredients in India builds relationships and credibility for Ranavat. Creating connections will help with gaining more knowledge about the beauty marketing industries and keep up with new trends and products. 

Know beauty trends!

It is best to know beauty marketing and product trends presented everyday, what is popular and what is not, how did the brand use its voice to create the beauty marketing campaign that everyone is so hyped about seeing.

There will always be millions of products in store and online, but there are a select few products/brands that have been featured as the best because they created a trend or are used in one, this means their beauty marketing strategies are working. Trends are created because of the story being told, about how good a product is or sometimes even about how bad it is.

These trends change everyday and people are interested in the product that is the best at what it is marketed for and  gives them an added benefit. Right now people are trying to live a healthier lifestyle and incorporating more natural and nontoxic materials/remedies instead of using chemicals. Choosing to protect our environment and being able to live a healthy life is a big deal in this era of heavily processed food and toxic chemicals.

That is why indē wild chose to send their story through real people living everyday life, no matter who you are and what you are going though you deserve to be yourself without all the toxicity. Diipa Büller-Khosla grew her brand by creating her own story and then building her beauty brand.

She created a platform for all women around the world, with her background in Master of Laws on International Human Rights and Corporate Law and close relationship to her Indian roots through her mother, Sangitha Khosla’s influence as a doctor in both ayurvedic and dermatology, Diipa was able to create a brand that stands true to her values and morals for her product vendors.

Creating her story helped her  grow her personal brand to 2.9 million followers on instagram @diipakhosla and her personal care brand @indewild to 210,000 followers she is able to generate an engagement rate of 2.12% and Indē Wild generates 2.5-3% which are both very good outcomes for a brand that just started 5 years ago.

She told her story by creating videos of her mom or husband massaging her hair oil in her hair. She shared her story as a little girl and it resonated with millions of people around the world. She has created a brand through her personal brand and it spoke to millions.

Being able to be on top of the trends will help in beauty marketing efforts for brands who are looking to grow through an audience that has similar interests.

Choose the correct marketing strategies

Not every beauty marketing strategy is going to work for every marketer or every brand. Picking a few strategies that align with the story will be more beneficial than picking the most popular ones that are trending right now.

A beauty brand could use Influencer marketing as one of the strategies that brings audiences from different parts of the internet, a beauty brand could get an influencer who is a beauty influencer to promote their brand to their audience by creating a story that resonates and brings back a memory.

Diipa Khosla used her nostalgia to create an emotional connection with her Indian global audience by showing her story and memories with a traditional form of love from her mother when she was a child that they have brought into her adulthood.

She also utilized beauty influencers around the world who connected with her views to showcase their story and how the Champi hair oil connects to them through their old memories or new memories as Diipa also shows her husband massaging oil into her hair after they got married.

Which could also work hand in hand with content marketing because brands can collaborate with other brands to showcase their product. They could also be an option for effective beauty marketing by the brand, there are a few brands who use their own makeup artists and create tutorials or beauty trends that can grow a brand audience as well like Mac Cosmetics, they create videos collaborating with their own makeup artists to create makeup looks using their own products.

Another strategy could be email marketing which reaches the brand's clients by sending direct emails to people who are interested who could have signed up for the brand newsletter or have bought from the brand before which could showcase a few products or sometimes offer a product / promotion / discount / freebie.

Beauty trends are made by consumers which could also turn into beauty marketing trends where a company will use the organic viral posts and create their own take on it.

The product layout at the airport is one of those viral trends or even the bathroom sink layout of different makeup and skincare products. Sending a specific email to a targeted consumer who has already bought from the brand reminds the audience to look at the website and possibly purchase a few products they would like or would need to restock on. 

Not every beauty marketing strategy will work for every product or industry, everything is trial and error, just like how beauty products are trial and error, not everything will work for everybody because of their own unique voice.

It is all about bringing your audience into the marketing, how do they feel and how will it connect to bring the whole story to life. Beauty products are always changing, even in the bridal industry there are beauty products made to create long lasting makeup looks, Armani Beauty Luminous Silk Foundation lasts 24HR, while if you are looking for everyday makeup those brands would market their product as that, Jones Road Beauty Just Enough Tinted Moisturizer.

Different audiences require different marketing because they cater to different people with different goals for their makeup looks.  

Create a story that connects to the brand audience 

Landing a job in beauty marketing takes a lot of creative thinking but also a lot of hard work. The beauty marketing industry is looking for people who think outside of the box and who are willing to learn and grow with the product and brand as it evolves.

The steps to creating a story going out into the world, making sure the hard work is shown in a portfolio, making connections that will last a lifetime and will help with beauty marketing roles because of the portfolio and story telling, knowing the beauty trends going on in today’s vast internet socials, and picking strategies that work towards the values and goals of a beauty brand will ultimately help people see the story that is being told and will help marketers succeed in beauty marketing. 

🪽 Written By Krupa Patel