The beauty industry is packed with competition, so standing out can feel tough. But with the right marketing strategies, your brand can grab attention and build a loyal following. Whether you’re just starting out or looking to refresh your approach, how you connect with your audience is key.
Let’s explore some of the best marketing tactics for beauty brands, from using social media to creating unforgettable experiences for your customers. Here are just some of the strategies that can help your beauty brand shine.
Marketing tactics to use for a beauty business
When it comes to promoting your beauty business, there’s no one-size-fits-all approach. The beauty industry is fast-paced and competitive, so it’s essential to use the right marketing tactics to connect with your audience and stand out.
Whether you’re a beauty brand looking to build an online presence or a salon aiming to attract more clients, choosing the right strategies can make all the difference. Let’s take a closer look at some of the most effective marketing tactics for beauty businesses and how to use them to boost your visibility, drive sales and build lasting relationships with your customers.
1. Social media marketing
Social media is one of the most powerful tools for beauty businesses to reach and engage with their audience. Platforms like Instagram, TikTok and Facebook are visual-centric, making them perfect for showcasing beauty products, services, and tutorials. For beauty brands, posting user-generated content, influencer collaborations and before-and-after transformations can drive interest and build trust. Salons can use social media to showcase their work, share customer reviews, raise awareness of availability and offer exclusive promotions.
2. Influencer partnerships
Collaborating with beauty influencers can help boost your brand’s credibility and extend your reach. Beauty influencers have dedicated followings that trust their opinions, making them ideal partners for promoting products or services. Whether it’s sending out products for review, sponsoring tutorials or offering affiliate deals, working with influencers allows beauty businesses to tap into niche audiences. For salons, partnering with local influencers can help generate buzz and bring in new clients. It’s important to choose influencers whose values and style align with your brand to ensure authenticity.
3. Email marketing
Email marketing is a highly effective way to nurture relationships with your existing customers. For beauty brands, this might mean sending out regular newsletters with product launches, skincare tips, or special offers. You can segment your email lists to target specific customer groups with tailored messages. Salons can use email marketing to send appointment reminders, post-visit care tips or loyalty rewards to encourage repeat bookings. Personalising emails based on customers’ previous purchases or visits creates a more engaging and tailored experience that can lead to increased sales and bookings.
4. Content marketing and blogging
Creating valuable content is an essential tactic for establishing your beauty business as an authority in the industry. Blogging about beauty trends, how-to guides, skincare routines, and product reviews can drive organic traffic to your website and build trust with potential customers. For beauty brands, content marketing helps educate your audience about the ingredients and benefits of your products. Salons can blog about hair care, makeup tutorials or seasonal treatments, showcasing your expertise and attracting new clients. Consistently providing helpful content also improves your SEO, making your business easier to find.
5. Customer reviews and testimonials
Customer reviews and testimonials are one of the best ways to build trust with potential clients. In the beauty industry, people often rely on others’ experiences before making a decision, whether it’s trying a new product or booking a salon appointment. Encourage happy customers to leave reviews on your website, social media, or review platforms like Google or Yelp. For beauty brands, product reviews and testimonials can be shared on your website or social media to highlight satisfied customers and build social proof. Salons can feature client testimonials on your site and use before-and-after photos to showcase your expertise.
6. Referral programmes
A referral programme is a simple and effective way to get your existing customers to spread the word about your beauty business. Offering incentives like discounts, free products or services for each new customer referred can create a win-win situation for both the referrer and the referred. Beauty brands can incentivise customers to share their experiences with friends, while salons can offer discounts on future treatments for clients who bring in new bookings. A well-designed referral programme encourages word-of-mouth marketing and helps you grow your customer base.
7. Paid advertising
Paid advertising is a great way to boost your brand’s visibility quickly. For beauty brands, platforms like Google Ads, Facebook Ads, and Instagram Ads allow you to target specific demographics, interests and behaviours, ensuring your ads reach the right people. Paid advertising can be used to promote product launches, special promotions, or seasonal sales. For salons, local paid ads can help attract clients within your area, whether for general services or special offers. A well-targeted ad campaign can help you reach new clients and increase both online and in-store traffic.
8. Collaborations and partnerships
Collaborating with other businesses in the beauty, fashion or wellness industries can help expand your audience and create buzz. For beauty brands, partnering with non-competing brands for cross-promotions or product bundles can increase visibility and introduce your products to new customers. Salons can collaborate with local fashion stores, spas, or fitness centres to offer exclusive packages or joint promotions. These partnerships allow businesses to leverage each other’s audiences and create exciting offerings that attract attention.
9. Seasonal and limited-time promotions
Offering seasonal or limited-time promotions creates urgency and encourages customers to act quickly. For beauty brands, think about launching holiday gift sets, limited-edition products or time-sensitive discounts that drive immediate sales. Salons can run special promotions tied to seasons (e.g., summer hair treatments or winter skincare packages) or events like Valentine’s Day or Mother’s Day. These offers can be marketed through social media, email newsletters and in-store displays, making them easy to share and promote.
10. Loyalty programmes
Loyalty programmes are a great way to reward repeat customers and encourage long-term relationships. For beauty brands, offering points for purchases, social media shares or referrals can keep customers coming back for more. Beauty businesses can also provide early access to new products or special discounts to loyal customers. Salons can offer points for each visit or treatment, with rewards like discounts or free services. A solid loyalty programme not only drives repeat business but also strengthens customer retention and creates a sense of community around your brand.
11. Website
A beauty business website is more than just an online shop window; it’s the foundation of your digital presence and the first impression many customers will have of your brand. To make it effective, ensure it is visually appealing and reflects your brand’s identity through cohesive colours, fonts and imagery. Prioritise user experience with clear navigation, fast loading times and mobile optimisation. Include essential features such as detailed product pages with high-quality images, customer reviews, and a seamless checkout process. Additionally, consider integrating a blog, loyalty programme and FAQ section to provide added value and build trust with your audience.
12. SEO
Search engine optimisation (SEO) is key to making your beauty brand discoverable online. By targeting relevant keywords like “best cruelty-free skincare” or “vegan beauty products,” you can attract organic traffic from customers actively searching for what you offer. Optimise your website’s structure, meta descriptions, and product pages for search engines. Create engaging, keyword-rich blog posts that answer common beauty-related questions or trends. Build backlinks from reputable sites and use image alt tags to improve visibility further. SEO for beauty brands is a long-term strategy, but it’s essential for driving sustainable, high-quality traffic.
13. Copywriting
Effective copywriting is crucial for capturing attention and converting browsers into buyers. From product descriptions to email campaigns, your copy should reflect your brand’s tone of voice while addressing your audience’s needs and pain points. Use engaging headlines, clear calls to action, and benefit-focused language to make your messaging compelling. For example, instead of saying “moisturiser with antioxidants,” try “restore your skin’s natural glow with our antioxidant-rich moisturiser.” Tailored, persuasive copy can elevate your brand’s appeal and drive sales.
14. SMS marketing
SMS marketing offers a direct and immediate way to connect with your audience. Use it for time-sensitive messages such as flash sales, appointment reminders, or exclusive offers. Keep messages concise and impactful, ensuring they provide value without being intrusive. It works really well for salons too, especially for special offers and reminders. Ensure compliance with data protection laws and provide an easy opt-out option to maintain customer trust.
15. Google Business
A well-optimised Google Business profile enhances your brand’s local visibility and credibility. For salons or stores, ensure your profile includes accurate contact information, operating hours and an updated address. Upload high-quality photos of your location, products, or services to create a strong visual impression. Encourage satisfied customers to leave reviews, as positive ratings can significantly influence new customers. Regularly update your profile with posts about promotions, events, or new launches to keep it engaging and relevant.
16. Booking directories and websites
Listing your beauty business on booking platforms such as Treatwell, Fresha or Booksy can increase your visibility among customers actively seeking services. These directories streamline the booking process, making it easy for potential clients to schedule appointments. Include detailed descriptions of your services, pricing, and high-quality images to stand out from competitors. Leveraging these platforms not only attracts new clients but also provides a convenient booking solution for existing customers.
17. PR and media
Public relations (PR) can significantly boost your brand’s reputation and reach. Pitch compelling stories about your brand’s origin, unique products, or sustainable practices to beauty editors and bloggers. Sending out well-crafted press kits featuring product samples, high-resolution images and engaging copy can increase your chances of media coverage. Features in respected magazines or online publications can position your brand as an industry leader, build credibility and attract a wider audience.
18. Outdoor ads
Outdoor advertising, such as billboards, bus stop posters or transit ads, can significantly boost brand awareness in high-traffic areas. Focus on bold, visually striking designs that capture attention quickly. Include minimal yet impactful text to convey your message effectively. Outdoor ads work well as part of a larger, integrated marketing strategy, especially for local campaigns or product launches – be warned, this can eat a lot of budget and it’s tougher to track impact than digital marketing.
19. Events
Hosting or participating in beauty events allows you to engage with customers on a personal level. Consider organising product launch parties, in-store workshops, or pop-up shops where attendees can try your products firsthand. Events provide an opportunity to demonstrate your expertise, showcase your products and create memorable experiences that build brand loyalty. Partnering with local influencers or offering exclusive discounts during the event can further boost attendance and engagement. It can be a lot of work but can also be well worth it.
20. Creating a community
Fostering a loyal community around your brand can significantly enhance customer retention and advocacy. Engage with your audience on social media by responding to comments, hosting Q&A sessions, and encouraging user-generated content. Create exclusive groups or forums where customers can share their experiences, ask questions, and connect with like-minded individuals. A strong community not only strengthens brand loyalty but also provides valuable insights into your audience’s preferences and needs.
21. Building a personal brand
For founders or key team members, building a personal brand can humanise your business and foster deeper connections with your audience. Share your story, expertise, and values through social media, interviews, or public speaking engagements. Position yourself as a thought leader in the beauty industry by contributing to discussions on trends, sustainability, or innovation. A strong personal brand can complement your business and make it more relatable and trustworthy.
22. Strong branding
Strong branding is the backbone of any successful beauty business. From your logo or packaging to your tone of voice and marketing campaigns, every element should consistently convey your brand’s identity and values. Invest in professional design and branding to create a cohesive and memorable experience for your customers. Consistency in branding builds recognition and trust, making your products instantly identifiable in a crowded market.
Work with a beauty marketing expert
If we haven’t already met, I’m Lucy. I’m a beauty copywriter and content writer with a background in beauty marketing (I was previously marketing lead at a B2B beauty brand in the UK). I’m also a trained beauty therapist. Find out more about me, check out my portfolio and get in touch to find out how I can help boost your beauty business.