The Beauty Industry and the Power of Connection

Marketing professionals are always looking for new ways to connect with their audience, and reach out to potential customers. But this goal is harder than it appears, as consumers are bombarded with digital advertising everywhere they turn. Not only are their inboxes and TVs flooded with advertisements, but their social media feeds are sprinkled with it as well. So how do you stand out from the pack? The key is to connect with them on a personal level, and use your own customer base to garner trust. The cosmetics and beauty industry are great examples of this tactic. By being honest with their audience, taking advantage of consumer content and making an experience out of their products, brands of all sizes have been able to achieve major success.

MAC's Employee Focus

MAC, a bigger name in the market, has done an excellent job being honest and gaining trust with their consumers. They put an emphasis on the expertise of their employees, they encouraged more consumers to come in and get recommendations from their makeup artists that were guaranteed to work for their specific skin tone and problem areas. These employees also became more dedicated to the brand, and often give the company free advertising online as they promote their work as a makeup artist (often using MAC products). This leads to a higher degree of trust with consumers, because they know it is real people recommending these products.

The Relatability of Fenty Beauty

While focusing on employees worked well for MAC, it’s not the only marketing option available. Fenty Beauty, the brand spearheaded by Rhianna launched in 2017. It earned over $100 million in sales within the first few weeks of launching. This was mostly thanks to their keen ability to listen to what consumers want. Fenty knew there was an untapped market in beauty, and created a wider range of makeup shades to allow for everyone to use their products. They also dedicated a lot of time to their social media accounts. The brand became relatable through funny memes and videos of their founder.

Interested in trying your hand at the marketing strategies of the beauty industry? Check out the infographic below from FragranceX for more tips on the strategies they implemented to boost sales and help their brand stand out in a saturated market. And don’t forget to let us know what you plan on trying out (or if you’ve found success with any of these tactics in the past), we want to know about it!