The Ultimate Guide [Strategies + Examples]

Probably the most profitable magnificence ecommerce advertising and marketing methods usually embrace a mixture of optimized product pages, customized e-mail campaigns, and buyer loyalty perks. Learn on for extra confirmed techniques to spice up your on-line gross sales.

Right here, you’ll discover:

The cosmetics and wonder trade is forecasted to achieve $716 billion worldwide by 2025, with about 28% of those purchases generated by ecommerce manufacturers.

As a fast-growing trade with many corporations vying for shoppers’ consideration, magnificence ecommerce will solely get extra aggressive. To face out on this crowded market, you want a stable omnichannel advertising and marketing technique that mixes confirmed techniques with the most recent magnificence trade traits.

Let’s dive into the highest ecommerce advertising and marketing methods for magnificence manufacturers and the most recent traits to look at for within the coming years.

What’s magnificence ecommerce advertising and marketing?

Magnificence ecommerce advertising and marketing is concentrated on strategic natural and paid advertising and marketing campaigns that assist magnificence manufacturers promote extra merchandise on-line.

Past rising income, a magnificence model’s objectives could embrace constructing model consciousness that attracts in new potential prospects and fostering a powerful model identification that encourages buyer loyalty.

Magnificence ecommerce advertising and marketing can embrace every little thing from SEO and web site design to social media and e-mail advertising and marketing. Analysis in your viewers and their shopping for habits is the inspiration for making a profitable technique for every digital advertising and marketing channel.

8 advertising and marketing methods to spice up on-line gross sales

Listed here are 8 advertising and marketing methods magnificence ecommerce manufacturers can use to spice up on-line gross sales this 12 months and past:

1. Optimize your product pages
2. Optimize your site for mobile
3. Create compelling, audience-targeted content
4. Build custom email marketing campaigns
5. Leverage UGC and beauty influencer collaborations
6. Add social proof to product pages and beyond
7. Develop abandoned cart email campaigns
8. Reward customers for their loyalty

1. Optimize your product pages

Whether or not you’re utilizing an ecommerce platform like Shopify or have a WordPress web site, you’ll must optimize product pages for ecommerce SEO. It will assist enhance your possibilities of showing in natural search outcomes on Google.

Begin by conducting keyword research to search out related key phrases that align with the shopper’s intent to purchase. To search out the candy spot, deal with key phrases with larger search quantity and decrease competitors.

To optimize your product pages, use these key phrases within the title, headings, product description, meta description, and alt-text. The most effective product descriptions discover a stability between search-friendly key phrases and persuasive copy.

To optimize product photographs, compress the information so that you preserve the prime quality of the photographs with out sacrificing quick load occasions (here’s a walkthrough). Be sure you select pictures which are professional-quality, well-lit, and precisely characterize your product.

Right here’s an amazing instance of an optimized product web page from Birchbox, a magnificence subscription field. The content material above the fold clarifies what the product is and the way it advantages the shopper. The pricing can be clear with a easy “add to cart” button.

Beneath the highest part, Birchbox breaks down the product’s highlights, provides directions for utilizing it, and features a record of components, so prospects know precisely what to anticipate once they buy.

2. Optimize your website for cellular

Make the net procuring expertise as seamless as attainable by optimizing your ecommerce website for cellular units. Magnificence consumers ought to be capable of discover what they’re on the lookout for and take a look at shortly from their telephones.

No one likes scrolling by means of a clunky menu when all they need to do is seize their favourite lip gloss. Preserve your cellular website easy with simple navigation, clear website design, and parts (like buttons, textual content, and pricing) which are massive sufficient to learn on small gadget screens.

Check your cellular website on varied units to ensure you can scroll, learn, and take a look at your photographs with out a lot hassle. The pages must also load shortly. In the event that they don’t, you could must compress your photographs.

3. Create compelling, audience-targeted content material

Keep in mind these key phrases we talked about earlier? You’ll need to persistently replace your key phrase record to incorporate new alternatives to rank. Then, use these key phrases to develop compelling, optimized content material like weblog posts.

“Since magnificence is such a visible trade and traits come and go quickly, ongoing key phrase analysis is a should on this vertical,” says Nicole Goodnough, senior paid social media supervisor at HawkSEM.

“Pondering like a shopper and creating weblog and video content material (sure, video is for search engine optimisation!) for tutorials and product critiques might be an efficient method to enhance search engine optimisation rankings and natural efficiency — for each on-site search engine optimisation and social SEO,” she provides.

Prose is a good instance of a model that usually creates optimized weblog content material on completely different magnificence matters and traits. The weblog options tutorials and skilled recommendation on hair and pores and skin well being.

4. Construct customized e-mail advertising and marketing campaigns

Electronic mail advertising and marketing is among the greatest channels for rising ecommerce gross sales. It’s consent-based, reasonably priced, and simple to personalize based mostly on segmentation knowledge.

As you gather emails by means of a pop-up or banner in your web site, section your record to ship extra related and personalised messages to your viewers.

Listed here are only a few methods you may section your viewers and create customized e-mail campaigns:

• Demographics: If market analysis reveals sure demographics usually tend to buy sure merchandise, you should use this data to focus on these teams when selling related merchandise.
• Buy historical past: Use buy historical past knowledge to make personalised product suggestions. You possibly can suggest comparable or complementary merchandise and even remind prospects when it’s time to buy their favourite product once more.
• Buyer journey: Ship particular promotions based mostly on the shopper journey stage. As an illustration, you may ship an introductory promotion to new prospects or a re-engagement marketing campaign to prospects who haven’t bought shortly.
• Occasion-based: Ship e-mail campaigns for occasions like Valentine’s Day or Mom’s Day. You possibly can even create campaigns round private occasions like birthdays to make your loyal prospects really feel particular.
• Psychographics: Phase your record based mostly on psychographic data like magnificence pursuits and life-style. Ship personalised product suggestions and particular promotions based mostly on this knowledge.

Sephora is a good instance of a magnificence model that makes use of the knowledge it collects from its viewers to create extra related content material. The corporate collects data from prospects’ magnificence profiles and quiz outcomes to supply personalised product suggestions.

The next e-mail was despatched with the topic line “Magnificence together with your title on it.” The e-mail not solely recommends a related product based mostly on the buyer’s shopping for conduct but in addition provides a way of urgency by offering a promo code.

5. Leverage UGC and wonder influencer collaborations

Influencer advertising and marketing isn’t going wherever. In actual fact, the market measurement is anticipated to develop by almost 13% to $19 billion in 2024.

By sponsored content material or gifted merchandise, on-line magnificence manufacturers can use user-generated content (UGC) and influencer advertising and marketing campaigns to develop on-line gross sales. These campaigns enable corporations to leverage influencers’ audiences and the belief they’ve already constructed.

“UGC brings a degree of authenticity that model content material can’t at all times obtain,” says Goodnough. “As shoppers, we are likely to belief our pals (IRL and on-line) and folks we comply with on social media greater than an organization as a result of it feels extra actual.”

She provides that one among her shoppers, Sweet July Skin, has an amazing creator partnership program, and their UGC persistently outperforms content material from the model.

6. Add social proof to product pages and past

Product critiques are a type of social proof that may go a good distance in serving to potential prospects see the worth of your merchandise. In actual fact, 97% of consumers say on-line critiques affect their shopping for selections.

Ulta Beauty does a superb job of together with social proof on its product pages. Right here’s an instance of a perfume product web page on Ulta’s website:

Scrolling by means of the web page, you’ll discover a part the place prospects can go away critiques on the product. Consumers can shortly see a 1-5 star ranking and the professionals and cons of the product based mostly on written buyer critiques.

These critiques enable Ulta Magnificence to make use of social proof to its benefit whereas additionally serving to consumers make an knowledgeable buying determination.

Product pages aren’t the one place to make use of social proof. You may also use quotes and pictures from critiques to indicate the advantages of your magnificence merchandise, like this e-mail from Truly Beauty:

Really goes past simply sharing textual content from the critiques. It additionally reveals the earlier than and after pictures prospects have shared to indicate the transformation its merchandise can supply.

7. Develop deserted cart e-mail campaigns

Deserted cart emails encourage prospects to return to your magnificence ecommerce web site and full their buy. These emails assist remind prospects of what they left behind with the aim of recovering misplaced gross sales.

Ship the primary deserted cart e-mail inside a couple of hours of the cart being deserted. Embrace photographs of the merchandise they’ve left behind within the cart to benefit from the buyer’s curiosity and recapture their consideration.

Use a transparent call-to-action that leads them again to the cart for checkout. By making it simple for them to checkout, you’re eradicating any friction within the gross sales course of.

Providing an incentive with a deadline helps add urgency and encourages the buyer to take a look at sooner quite than later. For greatest outcomes, make it clear within the e-mail what the promotion is, the way to use it, and when it expires.

8. Reward prospects for his or her loyalty

Loyalty applications are an usually ignored ecommerce growth strategy. Nonetheless, these applications could be a game-changer for retaining prospects, encouraging repeat purchases, and rising the frequency of referrals.

To get began, select a loyalty program that aligns together with your model. The preferred sorts are points-based applications and tiered rewards.

Factors-based applications reward prospects factors for particular actions like repeat purchases, subscriptions, and referrals. MAC makes use of a points-based loyalty program that enables prospects to redeem their factors for various merchandise.

Tiered-based applications supply prospects several types of rewards based mostly on their spending degree.

Sephora’s Magnificence Insider program is a hybrid program that enables members to earn 1 level per $1 spent, which they’ll redeem without cost samples. The corporate combines this with a tiered system that offers you much more advantages, the extra money you spend.

3 traits to look at for in 2024 and past

To remain forward of your rivals, it’s essential keep watch over magnificence ecommerce traits. Listed here are three that we predict might be most impactful this 12 months and past:

1. Digital procuring experiences

Augmented actuality (AR) is remodeling how shoppers store for magnificence merchandise on-line. From make-up try-ons to skincare evaluation, this know-how is used to supply a extra personalised expertise for patrons who’re searching for cosmetics, skincare, and hair care merchandise.

Fenty Beauty is a well-liked model that’s utilizing AR filters on TikTok to assist prospects discover the merchandise that work greatest for them. The Eaze Drop Shade Match filter, which permits folks to search out their basis shade, at the moment has 27.1k movies.

Gone are the times of getting to go to strive cosmetics in-store earlier than shopping for. Now, you may simply pop into TikTok and discover the right shade earlier than ordering it on-line.

2. Influencer and model partnerships

Whereas influencer advertising and marketing has seen some modifications through the years, it stays an impactful manner for hair, make-up, and skincare manufacturers to achieve their goal audiences. Shopify stories that 69% of consumers say they belief influencer suggestions, particularly in terms of magnificence and private care.

“Constructing model belief with one thing as private as magnificence, skincare, well being, and life-style is tough,” Goodnough says. “Partnering with influencers and creators who mirror your organization’s values and may join together with your goal market is an excellent method to introduce your model to new prospects and set up belief.”

Influencer advertising and marketing is now not only for celebrities with over 1,000,000 followers. Extra manufacturers are beginning to work with nano-influencers (1,000-5,000 followers), micro-influencers (5,000-20,000 followers), and mid-tier influencers (20,000-100,000 followers) as a result of they have an inclination to have larger engagement charges than these with 100,000+ followers.

Glossier is a good instance of a magnificence ecommerce model that used influencer advertising and marketing to construct an viewers of loyal followers. The corporate works with everybody from main celebrities to smaller magnificence influencers to showcase their cosmetics and skincare merchandise.

CEO Emily Weiss advised Shopify she really credit “common girls who promote the model devoutly” for Glossier’s success. The wonder model’s continued dedication to model partnerships with magnificence creators in any respect ranges reveals simply how profitable skincare and cosmetics manufacturers might be by leveraging the ability of user-generated content material.

3. Hyper personalization

Personalization is now not a nice-to-have within the magnificence ecommerce trade. In actuality, 71% of consumers count on corporations to ship a personalised procuring expertise, and 76% get pissed off once they don’t.

Personalization not solely helps set you aside from different ecommerce magnificence corporations, but it surely additionally supplies higher buyer outcomes, thus boosting conversion charges.

Sephora is a magnificence retailer that excels at offering a personalised buyer expertise.

If you log into their website, you create a magnificence profile that features private data like your pores and skin sort, pores and skin issues, pores and skin tone, hair sort, hair texture, hair colour, ingredient preferences, procuring preferences, and favourite manufacturers.

Sephora makes use of this data to supply personalised product suggestions on the location and in-app. The corporate additionally consists of data from earlier purchases and interactions with the location in its suggestions.

(Picture: Sephora screenshot)

To take personalization one step additional, Sephora has quizzes prospects can take to search out the merchandise that match their wants. The corporate additionally components within the quiz responses when making product suggestions.

The takeaway

Because the direct-to-consumer magnificence market continues to develop, manufacturers might want to use a wide range of methods and techniques to get their new magnificence merchandise in entrance of web shoppers. The traits and techniques you’ve discovered right here will assist your model keep forward of the competitors and drive extra on-line gross sales.

Should you want assist with magnificence ecommerce advertising and marketing, we’d love to assist. HawkSEM’s seasoned staff consists of ecommerce advertising and marketing specialists with expertise creating each natural and paid advertising and marketing campaigns.

Book a consultation to see how we can assist you attain your ecommerce objectives.