The ultimate guide to optimise your beauty brand marketing strategy


Understanding the best ways to optimise your marketing strategy is vital across all industries, including the beauty industry. Whether you are at the inception of your beauty brand, just starting out, or already deeply immersed in the business landscape, the insights here will greatly benefit you!

Optimising your beauty brand’s marketing strategy will enhance your precision in targeting your audience, elevate the rate at which potential leads are converted to valued customers and ultimately, maximise the impact and efficacy of your marketing endeavours.

Know your Customer

First things first, it is crucial to develop an understanding of your customer base. You should be familiar with their preferences, needs and pain points to assist in tailoring your product and marketing strategy accurately.

Leveraging customer reviews, engaging in panels and actively seeking customer feedback are invaluable assets to fuel continuous improvement for the products and services you offer. This customer satisfaction will encourage not only repeat purchases but amplify positive word-of-mouth referrals.

Understanding your customer base is not just a step – it is the foundation your effective marketing strategy is built on.

Utilise all Social Media Channels

In the realm of beauty business marketing, social media continues to stand as a pivotal tool! Effective use will ignite brand awareness, foster customer loyalty and drive sales through shoppable posts and links.

Whilst the main social media channels that come to mind initially are Facebook and Instagram, you should ensure your brand is present on other channels as well to build awareness. Think TikTok, Twitter, Threads, YouTube, Pinterest and even LinkedIn just to name a few.

When managing multiple platforms, it is also important to keep your branding and content consistent across each platform, so customers know it is your brand and don’t confuse it with a competitor.

Ultra Violette, a ‘skinscreen’ brand utilise social media channels very effectively. Their presence across Instagram, Facebook, TikTok, LinkedIn and Treads has grown their brand successfully with over 5000+ glowing reviews – an anthem to social media’s power.

Utilise Micro-Influencers for Your Beauty Brand

Influencers can provide important social validation to your products and help you access a much broader audience.

Micro-Influencers typically have between 1,000 and 100,000 followers, specialising in curated content focusing on a particular theme, passion or niche. Micro-Influencers typically generate over 60% more engagement than their macro counterparts, so without a doubt are a great asset to your marketing strategy.

Reaching out to Micro-Influencers can be done through email or social media platforms, you can even advertise on your platform, and they could come to you! The collaborations can take the form of photo or video content, exchanged for complimentary products from your beauty brand or compensated through payment.

Success lies in the thoughtful selection process – aligning Micro-Influences with your brand ethos is essential. For instance, if your brand specialises in animal-friendly skincare, it is essential to seek influencers who align with this to create an authentic and successful partnership.

Promote your Beauty Brand with Video Content

NogenTech’s study found that 91% of marketers are utilising video content this year, we encourage you to join as well!

In line with the increase of smaller video-sharing platforms and the persuasive presence of social media, video content has dramatically increased in both popularity and effectiveness for businesses. Video content will enhance brand awareness and growth for your beauty brand, irrespective of its size!

Exploring the realm of video content uncovers a wealth of opportunities to captivate your audience. Here are some on-trend video content ideas tailor-made for your beauty brand:

  • Behind the scenes
  • Testing products
  • Before and after using products
  • Video testimonials from customers
  • Tutorials and how to’s
  • User-generated video content
  • Product spotlights
  • Makeup/Skincare hacks

These video content ideas won’t just be a fun video for your social media pages – they will act as bridges to build trust, connection and purchase initiation for your customer base.

Consult with the Experts

The possibilities associated with creating a marketing strategy for your beauty brand can be overwhelming, but our team at the Tower is here to help. We can partner with you to conceive, plan and implement your marketing strategies and grow your business. Get in Touch with our experienced, highly professional outsourced marketing consultants today.

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Olivia Massey

Olivia is currently in her final year of studying a Bachelor of Business, majoring in Marketing and Sport and Recreation Management at the University of South Australia. Olivia is undertaking an internship here at the Tower to gain a range of hands-on experience! She has a strong interest in the social media and copywriting space, however, is looking forward to gaining experience and expanding her skills across all areas of marketing.

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