This is a guest post for the Aventive Studio blog written by Nicole McCray.
Profitability and recognition – a successful skincare brand requires both. But when you’re first starting out, getting noticed as a skincare entrepreneur can be tough.
Seeing so many beauty startups come and go can be discouraging, too. In today’s saturated market, the beauty and skincare business is loaded with fierce competition, so you’re going to have to be at the top of your game if you want to stand out.
To land on top, you’ll need to learn from others who have been successful in the industry, and then take those ideas and make them your own. For example, which trends and techniques are your competitors talking about that your prospects can’t seem to get enough of?
We applaud you for living your passion and taking your skincare business to the next level! Here’s what you can learn from some of the leading brands in the industry to help your own line stand out from the crowd.
The skincare world is vast. Narrowing your product choices down to a specific niche will help you stand out as an authority in that area. It will also help you identify and appeal to a specific group of prospects who will be more likely to purchase your skincare products.
For example, the brand Peach & Lily is a leading authority in the Korean skincare niche. Their strategy focuses on educating consumers about how Korean skincare stands out from other products. They stay on top of the latest Korean skincare and beauty trends, which keeps them top of mind with consumers who are interested in K-beauty.
Peach & Lily’s Korean skin care guide is the perfect example of how this strategy can work to your benefit. Niche-specific keywords are used throughout their content to attract their target audience. Their helpful, niche-specific guides build trust and a deeper connection with consumers, which makes their brand more authentic and relatable.
Stand Up for Something You Believe In
Standing up for a cause is a great way to stand out from other skincare brands. Established brands like Dove have seen great success with this approach.
For example, they launched a campaign called the Dove Self Esteem Project and promoted it heavily throughout their content. It was all about how natural beauty should be a source of self-confidence (not anxiety) for all women.
The campaign created a sense of community among their customers and showed them what the brand stands for. Promoting a cause you care about is a great way to let your brand’s personality shine through and create a feeling of unity between your brand and your fans.
Engage with Your Customers
Your social media pages aren’t just a place to promote your products. They present the perfect opportunity to engage with your customers. Encourage them to share their top skincare issues, favorite products, and their top tips and tricks.
Ask for feedback on your products and what changes they would like to see. Engage them in discussions about your future plans. For example, MAC invited their fans to vote about various retired makeup shades they would like to see make a comeback in the shops.
It’s a great way to find out what your customers really want, but even more than that, it shows your fans that you value their opinions and take them seriously.
The Bottom Line
So, what’s the key to making your skincare brand stand out? Be relatable! Some brands spend years formulating the perfect products but never take the time to connect with consumers… and it eventually leads to their downfall because they simply can’t sell enough product to make a profit.
About the Author
Nicole McCray is a content creator who has been obsessed with beauty and fashion since she was a young girl. She’s a former wedding makeup artist who still loves spending her free time testing products and staying up to date on new fashion trends.
On top of that, she’s a self-proclaimed health nut who loves to explore and write on holistic, healthy living.
While Nicole’s days are now spent contributing to women’s lifestyle sites from home while raising her kids, she can still always be found putting looks together, even if it’s just for a trip to the grocery store!