Creating an effective skincare branding and marketing plan is one of the most impactful ways to increase sales and get your product noticed. A successful marketing plan might consider social media campaigns, collaborations with influencers, and content creation. These elements start with the foundation of your company: your brand, your product description, and what differentiates you from your competitors.

Understanding your business concept and who you are selling to is the first step to figuring out how to market your brand. Each skincare brand is different in terms of customer choice, appearance, and product composition. However, there are common characteristics among skincare companies. As you look at the similarities, it’s a good idea to ask yourself questions like: How are the product pages structured? What should be emphasized to the customer? What is the customer journey that they take to discover your product? This article is about skincare marketing strategies, promotional ideas, and advertising.

How to Market Skincare Products

1. Understanding Skincare Brands, Competitors, and Target Markets
2. Write attractive skincare product descriptions
3. Leverage social media marketing
4. Collaborating with Skincare Influencers
5. Invest in content marketing
6. Pay attention to skincare SEO
7. Use SMS marketing

Even a business with a great product can struggle to sell if its marketing strategy isn’t right. This is a guide to the different types of marketing you can use to get attention for your skincare products.

1. Understanding Skincare Brands, Competitors, and Target Markets

Determining what your brand is and who will buy it is the first step in marketing. You can’t convey expectations about your skincare line to your potential customers until you are clear about what you are selling and why you are selling it.

Defining a Skincare Brand

A brand is not just about a logo and a business name. It also involves defining a value proposition, which is what benefits your product can provide to your customers when they use it. Your value proposition should be specific, differentiate you from your competitors, and tell your customers what problems or “pain points” you can solve.

Questions to ask yourself:

• What makes your product unique that others can't? Is it easier to use or more effective than the competition?
• What skin, hygiene, or beauty-related problem can your product solve or improve?
• What makes your skincare line unique? Do you use any special or natural ingredients? Do you have a commitment to environmentally friendly practices?

Be specific. Saying “the world’s best skincare!” is vague, over-the-top, and doesn’t really give customers specific information about the product. However, the phrase “clean skincare made with the best ingredients” conveys a promise of using high-quality, natural ingredients and being transparent about the ingredients in their products. For example, Glossier uses the slogans “The New Beauty Essentials” and “Skincare & Beauty Products Inspired by Real Life.” This tells customers to expect easy-to-use products and basic skincare products like cleansers and moisturizers.

The Ordinary brands itself as “Clinical Formulations with Integrity,” which suggests that you expect well-tested products with proven results, and it’s easy to picture someone in a lab coat. The brand carries this branding forward with clean packaging that highlights each product’s active ingredients. Search the big skincare brands to see how their taglines and designs connect.

Understanding the Skincare Market

The next thing to do is to determine who your customers are and what your competitors are doing. This is important when starting any marketing campaign. You don’t want to waste time and money trying to sell to people who aren’t interested in skin care. For example, it would be difficult to market an anti-aging serum to teenagers. Knowing your core customers will also help you when adding products, because you already know what your customers want. Ask yourself these questions:

• What is the age, gender, race, and income level of your customers?
• What are their interests and hobbies?
• Where do they live?
• Which social media platform do you use the most?
• What do they want from the skincare products they use?
• What products are you using currently?
• What motivates you to try new products?

You can dig deeper by analyzing your existing customer database, surveying your customers with tools like SurveyMonkey , or looking at third-party industry data. To understand your competitive market, look at your competitors’ websites, ads, and social media posts. What do their models look like? In what environments are their products being placed? Are they conveying a sense of luxury or a more affordable image?

2. Write attractive skincare product descriptions

One of the key elements of effective marketing is the ability to understand and address your customer’s primary objections – all the reasons they are holding you back from buying. A product image and a “buy now” button alone are not enough, especially when you are selling high-end skincare products.

Customers’ fears play a significant role in their purchasing decisions. For most skincare products, the biggest concern is “Will it work?” People want proof, but they can’t sit at home in front of a screen and try the product. How can you address these fears and convince them to add it to their cart? Writing detailed product descriptions that address potential objections can give customers confidence to make a purchase.

What are the results of your skincare products?

People don’t buy products, they buy results. Customers are looking for solutions that can help them, and your product is just a tool they use to get there. For example, when a customer is interested in acne treatment, it’s not because they’re excited about adding another product to their makeup bag. They’re buying these products because they want to treat and eliminate their acne.

Companies naturally think of their products as a collection of features. Features are important, but to truly succeed, skincare sellers must begin to study what their customers ultimately want and what they are trying to achieve with their products.

The description doesn’t tell customers what the mask does. It promises “hydration for youth,” but it’s unclear whether that means it’s just a moisturizer, or if it’s also meant to combat fine lines and wrinkles. Does “helps lock in moisture” mean it’s a replacement for a night cream? Words like “freshness” and “regeneration” sound nice, but they’re vague.

Origins' acne spot treatment , on the other hand, explains more clearly what the product does.

The product description mentions its oil-removing and hyperpigmentation-improving properties, making it perfect for anyone looking to treat acne.

Check out Dr.Jart+'s eye cream .

The description clearly states the results, which are moisturizing and lightening dark circles. The description does not have to be long, complicated, or poetic. It just needs to tell the customer exactly what to expect. To make expectations clearer, it is a good idea to include instructions for using the product along with the description.

Ingredients of Skincare Products

It is becoming increasingly important for consumers to see the full ingredient list of a product. Skincare companies need to adapt to this new consumer demand and increase transparency in their products. It is often the case that skincare companies only provide a portion of their ingredients and leave the rest undisclosed. However, this may not be the best option. Listing all ingredients is a great way to build trust with potential customers, as it shows that you have nothing to hide and that you are committed to your chosen formula.

For example, take a look at the facial oils sold by Net-A-Porter . They list all the ingredients, and use parentheses to explain any potentially confusing terms. You don’t have to resort to over-promotion either. Just listing the ingredients in a separate tab or section is enough to gain the trust of your customers.

If part of your brand is using natural ingredients, this can be a great way to communicate that. But if that’s not your style, that’s okay too. Products that contain non-100% natural ingredients, like preservatives, don’t necessarily sell less than completely natural alternatives. They just attract a different customer segment. The key here is transparency. You can also highlight the ingredients you don’t include. For example, Sephora’s website has an “ingredient callout” section in its product descriptions.

It notes whether the product contains controversial ingredients such as phthalates used in plastics, parabens used as preservatives, and sulfates often found in hair care products. This is useful information for those looking to avoid these ingredients. The store also has a “Clean at Sephora” sign for products that do not contain the controversial ingredient list.

You can also highlight whether the product is vegan or not tested on animals.

Provides evidence and reviews of skincare products

The best way to show that a product is effective is to show real customer results. If your product has been dermatologist tested, you can mention this on the product page and add a badge or graphic to further emphasize it.

Here's another example from Estée Lauder, which has a dedicated text in its product description that highlights the positive effects experienced by women of all races.

Although the sample size is small (note that the brand is transparent about this), it still provides peace of mind to customers. An easy way to get this feedback is to have customers leave reviews. Reviews have been proven to help with purchasing decisions.

While concerns about negative reviews are understandable, even a review with a little criticism builds trust because it shows that you don’t edit or hide criticism. Sephora uses this to their advantage by allowing anyone with an account to leave a review.

In addition to rating products and writing their thoughts, customers can also attach photos of how the product affected their skin or hair. Additionally, each user can share their skin and hair type, giving customers confidence that the review can be applied to them. They can also sort by highest-rated products. When all is said and done, Sephora customers are marketing to themselves.

3. Leveraging Social Media Marketing

Social media marketing for skincare brands can be a great way to drive sales, build brand awareness, find influencers to partner with, and build a loyal following. Best of all, it’s free to use unless you’re dealing with paid skincare advertising. But getting started with a social media strategy can be daunting. With so many platforms competing for attention, it can be hard to know where to start. The first step is to not overwhelm yourself. Here are some platforms to try:

• Facebook
• TikTok
• Instagram
• X (formerly Twitter)
• Snapchat

There are also more specialized sites like Tumblr or Reddit communities, but the options above are great places to start as they are the most popular and have the largest audiences.

Each platform has its own unique content style, with dedicated business accounts and built-in self-serve advertising options. For example, TikTok users value authenticity and seeing familiar faces. Facebook’s custom targeting capabilities allow you to be very specific and granular in your targeting. While Snapchat and TikTok are entirely video-based, Facebook, X, and Instagram allow you to mix both video and images.

With so many platforms out there, it’s important not to try to do too many. Trying to cover all of them at once can lead to uninspired content that doesn’t generate the engagement you want. Especially if you have a small team or work alone, it’s better to be very active on just one or two platforms. So first identify the one or two platforms you want to be active on, and look at what your competitors are doing and how they use the different platforms. Here’s what you need to decide for each platform:

• What do you want to achieve from the platform (e.g. more sales or brand awareness)
• Who is your target audience?
• What are your goals (e.g. a certain number of followers or post engagements in 6 months)?
• What type of content will you create within your skill set?

Setting these intentions will help you stay on track and determine later if your strategy is working or if it needs to be adjusted. Let’s look at some examples of what to actually post.

Show me what effect the product has

Purl Beauty has amassed 1.1 million followers on TikTok with the @Facialmasklab account. The account promotes a mask machine that allows users to make their own facial masks at home. Popular videos show how to make masks using a variety of ingredients , such as using green tea powder . The videos are inspiring to use the machine, and they’re also satisfying to watch. You can also show how to use a cleanser, how to completely remove makeup with makeup remover, or how to use a facial roller.

Create a post using trending tags on notable days

There's something to celebrate every day on social media. For example, on #NationalCoffeeDay, Lush shared a photo and link to their Cup O' Coffee mask.

This is a fun way to build momentum by incorporating trending hashtags into your marketing. Do you have donut-shaped soap? Post about it on National Doughnut Day in June. Do you use natural products? Post about it on National Clean Beauty Day in July. Check out this website to plan more celebrations.

Share user-generated content and influencer content

If your customers are posting about your product on social media, you can be tagged in those posts. This is very valid and exciting. For example, if this happens on Instagram, you can easily repost it as a story.

In addition, the best etiquette is to ask permission to repost and always give credit to the customer if you reupload. You can also offer a discount code to encourage the customer to post. Another way to activate this content is to hire an influencer or send them a free product.

Here’s an example of how Origins reposted an image from beauty influencer Safiyah Tasneem on Instagram after receiving a free product. The beauty of these posts from popular influencers is that they’re often elaborate and professional, like how they match their nails to the product.

Post a survey or question

When you’re stuck on what to post, one way to do it is to simply post a question. Many platforms have a built-in poll option or you can have people answer in the comments. This encourages people to engage with your post, which increases engagement. Here’s an example of a simple question Neutrogena posted on Facebook : “Do you forget to remove your makeup before you go to bed?” This question is a perfect match for makeup remover wipes.

4. Collaborating with Skincare Influencers

Here’s a real-world example. CeraVe, now part of L’Oréal, was founded in 2005 as a skincare line for acne. The brand has a simple look and clinical branding that emphasizes formulas developed with dermatologists. In 2020, CeraVe had a viral moment when TikTok creator Hyram Yarbro (better known as @hyram ) recommended the brand while introducing drugstore skincare options. Yarbro isn’t a dermatologist, but he has a loyal following of more than 6 million followers who trust his skincare advice.

His endorsement breathed new life into the brand, and was featured in Vogue , BuzzFeed , and CNN . L’Oréal signed Yabro as a paid influencer to create video content to promote the brand. Of course, you may not have the marketing budget of L’Oréal or the luck of being chosen by someone who already has millions of followers, but this case shows how influential influencers can be, and even attract media attention. Influencers are usually categorized by their follower count. Here’s a general guide:

• Nano influencer: 1,000-10,000 followers
• Micro-influencer: 10,000-100,000 followers
• Mid-tier influencer: 100,000-500,000 followers
• Macro influencer: 500,000-1 million followers
• Mega Influencer: 1 million+ followers

The number of followers is proportional to the amount of money an influencer can earn for sponsorships. Big influencers may have the largest audiences, but their contracts can run into the hundreds of thousands of dollars and may require an agent or manager. These contracts are more complex, but they have the widest reach. Small influencers, on the other hand, earn less and can be reached simply by sending a direct message or email. Data shows that nano-influencers have higher engagement rates than big accounts—18% per post, compared to 4% for mega-influencers ( Grin ).

Choosing to work with an influencer requires a bit of research. Search for skincare-related hashtags on various social media platforms like TikTok, Instagram, and Snapchat and find people who are influential in that space. Once you find people who are interested, ask them for sponsorship amounts and decide who you want to work with. Be sure to pitch them why your brand is a good fit for them.

When signing an influencer marketing contract, be clear about your expectations. It’s a good idea to be clear about what you expect and include it in the contract. For skincare, you might ask the influencer to use your product in a video or provide regular updates on how the product works for them. You can also try sending the influencer a free product. In the industry, this gifting is called PR, and there’s a lot of buzz about who will get the coveted item when a big beauty or skincare line launches.

However, this can be risky. Influencers with a significant following may not simply provide positive posts with free products. Furthermore, without paid contracts and agreements, there is no guarantee that they will write positive posts or not.

5. Invest in content marketing

Creating content alongside your product can be a smart way to drive traffic and build trust by demonstrating your knowledge. More than half of marketers use content marketing, and it’s a surefire way to drive engagement, SEO traffic, and build your brand. There are even examples of successful blogs that have turned into businesses.

If you run a skincare business, you probably have a lot of useful information that your customers would like to know. Sharing this information through your blog is a natural way to do so.

Take Dermstore , for example. This online retailer of all things skin and hair care has a blog that answers questions that customers are probably already searching on Google, like “What do peptides do for my skin ?” and “ How do I find my skin type? ” Answering these questions on the blog is a smart way for Dermstore to show up in search results and, as a result, drive more views of its products.

Using SEO techniques (more on this below), you can brainstorm questions your customers might have and address them in your blog posts. Remember, people are looking for helpful information, so use your expertise to help them, not just your product pitch. Also, play to your strengths. If your product emphasizes a particular ingredient, you can write about what that ingredient does and how it supports skin or hair health. Maybe you have tips and tricks for creating a skincare routine. Think about all the problems your product solves and turn them into content your customers can use.

6. Pay attention to skincare SEO

The basic premise of SEO marketing is to make it easy for potential customers to find your site when they search for skincare products or information. Search Engine Optimization (SEO) is an art and a skill, and some people spend their entire lives studying it. However, you don’t have to be an SEO expert to get started.

The first thing to consider is what search terms are driving customers to your site. If you type “skincare” into the Google search box, you’ll see what popular searches are out there.

You can also use more sophisticated tools like Moz’s Keyword Explorer or Ahrefs to pinpoint the exact keywords you want to optimize for. Read our SEO checklist to learn how to make your site easier for search engines to find.

7. SMS Marketing Utilize

SMS stands for ‘Short Message Service’, but we know it better as simply ‘text messaging’. With many people’s email inboxes filled with promotional emails, SMS marketing is a great way to cut through the noise and get your message straight to your customers’ phones. Skincare brand Bushbalm has used SMS marketing successfully. Using Shopify tools, Bushbalm collected phone numbers at checkout with customer consent.

You can use this marketing method to promote your products, inform about sales and discounts, and build customer loyalty. According to Sender, SMS marketing has a 99% open rate and 90% of messages are delivered within 3 minutes.

The advantage is that since this marketing is opt-in, people who sign up for text messages are actually interested in hearing from you. You can build a smaller contact list than you would with email, but this list is made up of your most loyal customers.

The downside is that SMS marketing can be expensive. Using SMS software can cost between $0.50 and $1.75 per message, but it pays off. Bushbalm reports a profit of $1.30 per SMS sent.

There are also legal issues to consider. SMS marketing must comply with the Telephone Consumer Protection Act (TCPA), but fortunately, Shopify SMS marketing apps are already TCPA compliant. Here are some apps you can try:

• Postscript
• Attentive
• ManyChat

From idea to execution

Now you’re ready to put your skincare marketing plan into action. You’ve learned how to make your product descriptions compelling and drive more traffic to your site. But don’t stop there! Keep researching what other skincare brands are doing and keep experimenting.

Skincare Marketing FAQs