Which moves faster; the aging process itself or beauty industry tends designed to combat it?
Thanks to rapidly evolving technology and the growth of social sharing there have been some enormous changes in how we think about aging as well as how we combat it over just the past year.
At the end of 2015, research from the Kline Group predicted that the personal care ingredients market would hit a valuation of $9 billion. They also noted three major shifts in the popularity of certain ingredients.
The demand for organic, plant-based products is growing, especially due to the decline of animal-based products over ethical concerns. Companies that produce plant-based products are seen as being more socially responsible, eco-friendly, and sustainable. Additionally, consumer concerns over synthetic chemicals in skin care continue to rise, further propelling the natural beauty care industry.
U.S. consumers on the go want to simplify their lives without sacrificing value or luxury. They don’t want to apply a wrinkle reducing cream and a UV protection lotion in addition to the other face care and makeup they’re already applying. Products that satisfy a number of these functions at the same time (for example, a foundation that provides a moisturizer, U.V. absorber, antioxidants, and an anti-aging serum) are growing rapidly.
Mindful consumers today want to know that their products will work without risking future damage to themselves or the environment. This has increased the use of alternative, mild ingredients (such as hair care that relies on water-based ingredients rather than solvent-based ones) and further emphasizes the shift toward plant-based ingredients.
Anti-aging Marketing Best Practices
Consumers are more knowledgeable about more than just the ingredients being used in their skin care. They’re also learning more about the brands and companies behind their favored products, so your marketing needs to do more than just sell an individual product. We recommend doing a lot of the footwork using solid content marketing.
Your message needs to be authentic and genuine. Consumers want to know that your business ideals are product-consistent. This should be the easiest best practice to accomplish, especially through the utilization of your branded blog. Take Lush, for example, which uses its blog as a platform to discuss green living in addition to beauty products, cementing the brand as being eco-conscious in alignment to its all-natural stance.
Transparency leads to trust, especially when it can prove that your brand best aligns with the customer’s interests and concerns. Give them a glimpse inside your company, a behind the scenes look at your brand and how you make your anti-aging products. You can do this with either photos or videos–whatever is going to connect best with your audience specifically. While it’s a fashion brand rather than a skin care or beauty brand, Nasty Gal exemplifies this best practice perfectly. It engendered the sort of affinity that increases purchases simply by sharing a look into company culture.
Exclusivity is a fast track to sales, but that doesn’t have to mean limited amounts of product. You can also offer exclusive content relevant to your customers’ needs and interests, especially if you can personalize it. Consider tips and how-to videos curated for particular segments sent via email. Alternately, you can offer an exclusive experiential connection to your brand via participation. For example, Kat Von D Beauty posts fan-submitted content that shows off the brand’s products.
Social media is one of the strongest ways to build relationships with your customers. You can serve your audience helpful information and appealing images to strengthen their loyalty. Try sharing a Pinterest board filled with product trends, tips, and more.
Used creatively, social media, can support all three of the best practices previously mentioned. You can share blog posts on social media to increase reach, share behind-the-scenes videos on Facebook or Instagram, and accept fan hashtag submissions, or share exclusive content teasers on Twitter. Social media is especially suited for the anti-aging industry because of its visual nature.
Consider these anti-aging industry consumer trends and using these marketing best practices to strengthen your beauty and anti-aging business.
Tips to Get Started
- Your customers rely on you to stay ahead of trends and provide them with the latest methods and products. Follow industry trends closely and act quickly to offer the next best thing.
- Incorporate imagery and words that appeal to your audience’s goals. Share them on appropriate social media platforms, such as YouTube, Pinterest, Facebook, and Twitter.
- Track the response to your marketing efforts and hone in on the ones that work for you. Be willing to try other methods, such as email marketing, direct mail, and video.