Your beauty brand is a rising star with plenty of charisma, image and allure – a one of a kind sensation. But let’s face it, is not getting the recognition it deserves.
You’ve developed the product/service/treatment, created a bedazzling packaging and built a home (website) from where you await visitors to drop in and become as fascinated with your product as you are. But you end up waiting… and waiting.
According to a 2019 report by retail analytics firm Edited, the beauty business has blown up to be a $532 billion industry, meaning the competition is fierce and you need more than the next it-product, impeccable packaging and an easily navigated website to attract and maintain customers.
A good place to start is by creating a solid content marketing strategy, including copy that influences and persuades to seduce your ideal customer.
Whether you’re in the beauty biz offering the it-product for glass skin or the next-gen peel to rewind the effects of sun-damaged skin, copy that resonates, connects and inspires is a vital element in bringing your beauty product into the spotlight – and keeping it there.
Paint a clear picture
In our digital era, a screen parts your customer from your product, preventing each potential buyer from sensing the texture, scent, and feel of your product. Meaning, the choice of words you describe to sell your product has to be powerful enough to evoke such emotion you’ve convinced your customers they can taste and see the results of your product before them - which increases your chances to persuade them into clicking “add to basket.”
Say you’re selling a peel that delivers glowing skin in one minute. Instead of describing the peel with ‘Glowing skin within the minute’ try ‘Lit-from-within skin is only 60 seconds away.’ Which one appeals to you?
Only share the vitals
You and your product are close, having spent years together, from the development of your brilliant idea to getting your product dressed, born, and out into the world to improve someone’s beauty arsenal. You know your product better than anyone and want your customers to know everything about it. Sadly, the modern beauty consumer doesn’t always have the time or attention span to read all about the origin, history and myriad benefits of your product and its ingredients.
Stick to the vital parts – a descriptive introduction to your product in a few sentences and using bullet points to spell out key ingredients and benefits. Think about what your customers need to know rather than what’s nice to know.
Show personality
Research shows that customers are more likely to respond to a real-life person talking about a product rather than a sales ad promoting it - there’s a reason why beauty companies turn to beauty influencers.
The easiest way to break the barrier between your brand and your customer (without using a beauty persona) is by keeping your language conversational and relatable.
Simply don’t use words you wouldn’t use in a verbal conversation. Say ‘glowing skin’ instead of ‘shiny cheeks’ and ‘hair’ instead of ‘tresses.’ You get the idea.