Did you know in 2011 archaeologists discovered possibly the earliest cosmetics in human history? In Blombos cave in South Africa, a 1000-year-old paint factory was unearthed, where colours were being mixed with specific recipes in shells, possibly for cave art, but also with the potential to paint delicate patterns upon the skin. Colours were used to make definitive strokes on bodies and also to camouflage. Cosmetics as a source of beautification or interest is not anew.

In this era of neck-bend competition, smart marketing moves are indispensable for identifying, satisfying and anticipating market requirements positively for your cosmetic company to excel. The global cosmetic market is expected to garner a dollar 430 billion by 2022. Hence, just as there are possibilities of huge business turnovers, so are there a number of direct competitors to be researched upon to stay ahead of.

Website- The Abode

Global internet users have reached more than 2 billion and your potential buyers are probably already searching the web! Having a website in any 21st-century business is imperative;  While traditional marketing is a one-way street, a well-drafted comprehensive website establishes more than one-way connectivity and makes the conversation happen between you and your customer building an involving, trustworthy relationship. Having a website also increases your credibility in present day market rendering more opportunities to approach investors, as most of your direct competitors are already having one. It is not only cost effective but also provides easy access to information to your potential buyers with zilch effort. Let us take a look at Nykaa an Indian e-commerce website that was launched in 2012 and is at its best today. They have incorporated myriad sections into the home page, but that doesn’t show because of the easy- to- go framework of the website. They have also made a wise use of Call to Actions(CTA), usually by an imperative verb like “Call us” or “Find your nearest store”. Customer testimonials in website tend to attract the more organic audience than a website without them, as it increases your credibility and customer experiences. This is how smart web content should be like.

Create your own prototype

Your prototype is your very own special touch; start a service integral to your own business growth. You can be a beauty consultant, makeup artist, be around your customers and showcase your talent to enhance the credibility of your work.

Explain to Gain; Explainer Videos

A brilliant way to engage, invite and interest customers or potential buyers is to get them actively involved and intimately informed about your products. Explainer videos serve as a visual website optimizer and are one of the best ways to emphasize and showcase your work in a fun and interesting way. As important as reading is, watching videos is more fun, as it combines visuals with audio, giving a more real-life experience even though the customers have not physically used them. Most people prefer watching videos that are short and sweet, while reading could be quite a work! Watch the explainer video for Microdermabrasion Crystals to see how astutely explainer videos can augment the cosmetic industry

Interactive Presentations

Interactive Presentations are very useful when you build different slides in order to focus the audience as you explain your products. Instead of clogging an entire page or slide with all relevant information, PPTs help us build each slide, as you speak about it in a specific context and reach a conclusion by the end. Animated PPTs are not just for embellishment, they have a stronghold over people when they are short and informative.

Take a look at this animated PPT by a Paris based cosmetic company L’CORE cosmetics

Create Specifics

Specifics help to classify and understand what each product cater to, such as office wear cosmetics and wedding cosmetics. For attracting potential buyers, makeup tutorial videos act as the most efficient tool. This single-handedly has helped to enhance the growth of the cosmetic industry to a formidable extent. Here is a cosmetic usage tutorial guide by Lakme, beautifully shot and presented, with dialogues and music, inviting great attraction

.

Loreal Paris too enhanced their performance through their easy and crisp tutorial videos

Apps- Stay around your customers

Mobile apps aid promotion and offers great support as it reduces cost and increases customer engagement, giving them more freedom of choice.

The Loreal Makeup Genius app is a wonder to watch. One no more has to visit makeup counters to try on the countless number of products—this app has a real-time camera that allows you to virtually try on any beauty product or shades. The camera works as a mirror image and it moves as your face moves, giving customers a real-life experience at their own ease.

Implementing VR and AR – Flagship bearer of cosmetic industry

The smartest moves to grow a business is to sync in with the best of technological advancements that have come up. The greatest technological innovations Augmented Reality and Virtual Reality has revolutionized the way consumers used to try and buy their favourites. Surely what looks great on a model must be very alluring, but customers have always had doubts about how they’d end up looking; this also requires store visits to find what they love. AR and VR technologies have helped boost sales rapidly. Estee Lauder, a premium American cosmetic brand has launched a conversational augmented reality lipstick advisor powered by Modiface. This Estee Lauder Chatbot enables users to search, explore, virtually try on and even purchase lipsticks directly. In stores, VR and AR technological put-ons have increased sales by 31% because customers were more confident that they’ll love what they are buying. Now AR allows customers to easily play with myriad beauty looks from the comfort of their own home before shelling out the big bucks at a departmental store.

Implementing professional group manufacturing teams-

BEAUTIPAK is one such group manufacturing solutions media helping with beauty product development and manufacturing, offering you expert help and free feasibility plan for your project’s development. Watch this explainer video of BEAUTIPAK used by premium cosmetic brands of France like Sephora to augment their sales.

Always Improvise because, to grow, one has to adapt. Free gifts, giveaways, holding contests have seen organic traffic getting driven to more than 60% of the usual traffic. When it comes to bath and body care, the customer’s choice solely depends on the fragrance, therefore for liquids keeping a product tester is imperative. Adaptations in industrial growth is the smartest choice wherein you help yourself by helping others.

Pointing out the uniqueness of the products on the packaging is equally important. For instance, some cosmetic products are vegan and some are vegetarian; mentioning that on every box, label, and catalog gives you an edge, such a style is followed by the international cosmetic company Lulu Blossoms.

This was an analysis of various modern marketing techniques for your Cosmetic industry. if you would like to have a detailed discussion, please get in touch with us at hello@pixelsutra.com. We would be glad to assist you.