5 Effective Content Marketing Tips to Help Grow Your Beauty or Skincare Brand

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Written By Adeyemi Adetilewa

As an industry packed with brands, products, and personalities, the beauty and skincare market is fiercely competitive, with recent statistics projecting the global skincare market to reach $189.3 billion by 2025.

Subject to shifting trends and highly impacted by influencers, many brands find it difficult to rise to the challenges of such a crowded marketplace, especially if they are a startup going up against established brands. 

However, despite this challenge, a solid content marketing strategy is often a great first step toward increasing your beauty brand’s chances. Whether you are doing everything in-house or working with a beauty marketing agency, you can use these content strategy tips to grow your beauty brand online.

Effective Content Marketing Tips to Help Grow Your Beauty or Skincare Brand

1. Cultivate Your Content Calendar

The first step is to map out your beauty brand’s content calendar. It is similar to your typical marketing planner, as the general idea is to help you plot when and where you’d like to publish certain content.

Whether it is articles about the benefits of your cosmetics products or status updates on your brand’s current and future plans, a proper content calendar will help keep your business and collaborators organized. 

Beyond its organizational benefits, having a content calendar is also great for brainstorming ideas. As you start organizing topics with your team, there is a good chance that some members might have a sudden surge in creativity. A blog topic about beauty blenders could turn into a more comprehensive guide on choosing the perfect makeup sponge and so on. 

Likewise, suppose you are partnering with a beauty and skincare digital marketing agency. In that case, they likely have some ideas of their own, especially if the partnership includes access to their dedicated content team.

As new ideas get passed or shuffled to complement older ones, having a content calendar helps keep this workflow between you, your team, and any third-party partners seamless. Best of all, it provides everyone with a clear picture of where your content marketing is headed.  

2. Embrace the Power of Social Media

It is no secret that millions of people are looking for beauty inspiration on social media. Makeup and skincare are visual and emotional topics that speak to people’s inner confidence, so they feel like a natural fit.

From a consumer perspective, it is not that surprising either. Social media has amplified the importance of looking your best for better or worse. Whether it is celebrating a new makeup look or telling friends, family, and social media followers about a new home spa treatment, millions of people are jumping at the chance to gush about their latest beauty and skincare discoveries. 

A quick check of the beauty hashtag on Instagram reveals more than 498 million entries. YouTube is filled with informative videos from channels of all sizes about consumers’ experiences with a wide range of beauty products and brands.

Every day, countless people go on social media for makeup and cosmetics inspiration, which is why your brand should be present in the space. 

When it comes down to it, visuals, communication, education, and conversation have always been the backbone of the beauty industry, and the rise of social media has made these tools available to a wider audience. As such, the savviest cosmetics brands will want to do everything they can to meet these customers where they are.

Having a strong and consistent voice on social media is no longer an option—it is a necessity.

Leverage User-Generated Content Strategy

3. Leverage User-Generated Content Strategy

Most online shoppers want to see how other people feel about the products they are interested in before committing to a purchase.

Recommendations and reviews are an exceptionally powerful tool, especially when those recommendations come from our closest friends or from other consumers. There is something special about seeing real people let us in on their “beauty secrets,” and, at the end of the day, these tips help build trust in brands, if not a little bit of peer pressure and FOMO on the side. 

To that end, beauty brands looking to make the most of their content strategy should seek new and creative ways to implement user-generated content (UGC) into their digital marketing campaigns. These can range from informative “How to” guides on makeup application to engagement-friendly “before and after” videos showcasing your latest skincare products. 

This provides the personal, unbiased authenticity that beauty shoppers crave. Plus, it also supplies your content marketing efforts with a limitless source of quality reviews and feedback across multiple channels.

If that weren’t enough, UGC gives beauty brands the chance to put the spotlight on their customers, increasing engagement with current followers and likely attracting new ones in the process.

4. Invest in Influencer Marketing

In years past, people used to watch celebrities on the red carpet gush about what they were wearing, and these same customers would flip through magazine makeup ads to try and picture themselves in the same shades.

Things have changed since then, and many of today’s beauty customers are turning to influencers for a more personal and at-your-fingertips experience. In fact, a recent study of 520 women by Harvard found that 62% of the participants said they follow beauty influencers on social media, with 67 per cent of the women admitting they seek information about beauty products from influencers before purchasing. 

For all intents and purposes, today’s influencers are yesterday’s celebrities and socialites. Not only do they command a powerful voice, but their voice is also more personable and relatable. Naturally, this highlights a significant opportunity for beauty brands looking to tap into this cultural shift. 

For brands with the budget to work with more established influencers, this can provide major opportunities for brand awareness and visibility, as these influencers are adept at creating content that’s relevant and targeted to your core audience.

On the flip side, smaller beauty brands with a lower budget can still find success with lesser-known “micro-influencers” with followings in the 10,000 to 100,000 range. Typically, their smaller fanbase equates to higher engagement with their followers. 

5. Work With a Dedicated Beauty Digital Marketing Agency

When it comes down to it, creating an effective content marketing strategy in an industry as competitive as beauty and skincare require a lot of moving parts.

Managing all of these moving parts is a challenge, especially if you are doing everything in-house. For beauty brands anxious about how to handle the process, partnering with a dedicated beauty digital marketing agency is often the perfect solution.  

Not only will a dedicated agency understand the challenges associated with the industry, but they’ll also be able to optimize your beauty marketing efforts at every juncture, helping to inform more customers about how your products can improve their day-to-day lives.

Content Strategy Tips For Beauty Brands

Content Strategy Tips For Beauty Brands

Here are some effective content strategy tips to grow your beauty brand:

  • Cultivate your content calendar.
  • Embrace the power of social media.
  • Leverage user-generated content strategy.
  • Invest in influencer marketing.

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