Since the 1920s, nearly every fashion house has expanded into beauty at some point as a relatively low-effort additional revenue stream. While most designers are able to maintain their grip on fragrances, many struggle to keep a cosmetics line afloat.
Recently, I found myself thinking about a famous brand that went through a long saga of trying to break into the beauty and skincare space multiple times.
Upon reflecting on a few things the brand did such as targeting formulas and products to the wrong customer base, not addressing the beauty needs of a diverse audience base and instead sticking to a single-color tone palette leaving much to be desired for customers of darker skin tones, the lack of targeted and personalized campaigns to its audience base (mass campaign using celebrities versus forming any connection to the audience and how it addresses their beauty needs), not prioritizing their customer experience and rather being driven by transaction, emphasizing quick product line extensions versus quality going from 18 to 130 products when trying to break into an industry without previous experience, just to name a few, I wanted to write about a few lessons from the dermatology marketing world that are applicable to the beauty and personal care products space.
1. Credibility Matters
In pharma, the lesson is that credibility matters. Trust is built on the foundation of scientific credibility so, similarly, the beauty and skincare industry can benefit from emphasizing the scientific backing (where applicable) of their products. In an age where consumers are empowered and with a plethora of options available, highlighting any research, clinical studies, or trial results and leveraging the use of dermatologist-recommended/safe yet efficacious ingredients can instill confidence in consumers.
2. Transparency Builds Trust
Pharmaceutical marketing prioritizes transparency in communicating the potential benefits and risks of medications. In the beauty and skincare realm, being transparent about ingredients, sourcing, testing, and manufacturing processes fosters trust with consumers who are now more than ever increasingly conscious about what they apply to their skin. Honest communication builds brand loyalty and cultivates a positive brand image.
3. Personalization and Targeted Campaigns
Pharmaceutical companies excel in tailoring their marketing messages to specific target audiences based on deep-rooted insights including but not limited to demographics, psychographics, and other factors outside of just the health condition and disease state and within those categories hyper-target by subcategories.
By understanding the diverse needs of different skin types, ages, and concerns, brands can create targeted campaigns and product formulations that resonate with specific consumer segments. In addition to personalization in targeting, it is important to take into account diverse consumer profiles in any brand marketing campaigns and assets.
4. Educate and Empower Consumers
Pharmaceutical marketing often involves educating consumers about health conditions and treatment options. Similarly, the beauty and skincare industry can empower consumers by providing educational content on skincare routines, ingredient benefits, and the science behind product formulations. Informed consumers are more likely to make confident purchasing decisions and become brand advocates.
5. Emphasize Long-Term Results
Pharmaceutical marketing tends to emphasize the long-term benefits of treatments knowing there isnât always a quick fix. Likewise, for the beauty and skincare industry, focusing on long-term skin health and sustained results can set a brand apart.
Keeping the emphasis and encouraging consumers to view skincare as a holistic and ongoing practice, part of their wellness practice as a whole rather than a quick fix, will contribute to the overall well-being of the consumer and thus as a byproduct build brand loyalty.
6. Compliance Is a Non-Negotiable
Donât let the need for speed to market or having cornered a market lead to a drop in quality and safety. Pharmaceutical marketing is subject to rigorous regulatory standards from product to every brand marketing campaign. Similarly, the beauty and skincare industry should prioritize compliance with regulatory guidelines to guarantee the safety and efficacy of their products and create transparency around them. Adhering to these standards will not only build trust with consumers but also protect the brand from legal implications.
In conclusion, by embracing transparency, science-backed claims, and personalized approaches, beauty brands can elevate their marketing strategies and redefine industry standards. As these two industries converge on these principles, the future of beauty and skincare marketing looks like a promising landscape, one where authenticity and efficacy reign supreme to cut through the noise in a crowded market.
