One of the biggest and fastest-growing industries is the beauty industry. According to a report from Business Insider, the estimated value of this sector is at $532 billion.

The beauty industry, however, is highly competitive, as there are many new and established cosmetic brands out there vying for the customer’s attention.

Businesses, whether they’re an e-commerce store or a traditional brick-and-mortar shop, need an effective marketing strategy to reach new customers, outdo their competition, and grow their business.

1.Improve How You Present Your Products on Your Website

If you want to business to enjoy high sales, you’ll want your cosmetic products to stand out against the crowd. When you use online platforms to promote your goods, make them look as desirable as possible. This involves optimizing the following elements:

• Product Title – The titles must boost product discoverability. Remember to include the brand name, the type of product and other important keywords.
• Product Description – The copy should be well-written and relevant to the needs of the customer. Emphasize both the benefits and features of your cosmetic products. Also, consider including answers to frequently asked questions, such as “What are the ingredients of this foundation?” or “How do you apply this product on your skin?”
• Product Image – Win over your customers by using premium-quality images. Hire a beauty portrait photography service provider to make your cosmetic product photos look aesthetically pleasing.

2. Use Social Media to Your Advantage

Marketing your cosmetic wares on various social networking platforms is a must for any beauty company. These channels are ideal for reaching many more prospective customers who may be interested in buying your lipstick, foundation, moisturizer and other related products.

Here are a few tips when promoting on Facebook, Instagram and other social media websites:

• Use Hashtags – One of the ways for people to discover your products (and, by your extension, your cosmetics company) is to insert popular hashtags in your posts. If you can capture a beauty trend using a hashtag, feel free to add that in a relevant post. Alternatively, you could use brand-specific hashtags to bump up your followers and promote top-selling items in your inventory.
• Engage Customers – The great thing about social networking platforms is they allow your business to interact with shoppers directly. If your potential customers posted concerns or questions on one of your business pages, reply to them as soon as possible. Be open, transparent, friendly and courteous when engaging your customers on social media.
• Run Giveaways, Contests and Campaigns – This engagement strategy is a fantastic way to spread brand awareness and introduce customers to your cosmetic products. You could start small by running “tag a friend” or “share to win” competitions, as they require minimal effort from social media users. The reward could be a beauty bundle of products, such as makeup kits or a three months’ supply of BB cream. Then, randomly pick a winner, send that lucky contestant a direct message and announce the winners on various social media platforms.

3. Join Cosmetic Business Events

If you hear about upcoming trade shows and exhibitions in your area, don’t hesitate to sign up for these events. These events will give you the chance to promote your company to a range of consumers, such as beauty enthusiasts, retailers and wholesalers.

Before you join a trade show, get your business cards ready. Make sure that the design looks professional and excellent. Apart from the memorable and visually pleasing presentation, add contact information on the card, which can include your main website, phone numbers, email addresses and social media pages.

4. Ask Beauty Influencers to Review Your Cosmetic Products

Many influential fashion gurus and beauty experts have thousands of viewers and subscribers on their YouTube channel. Send them a free sample of your new or top-selling cosmetic products and ask for an honest review. These online influencers give you the opportunity to reach massive prospective consumers who may be interested in your goods.

5. Sell Your Products to Small and Mid-Sized Retail Shops

Don’t just stick with big-box retailers when selling your cosmetics. Cater to small and medium-sized retail businesses, as well. You want your products to be available to as many shops as possible.

6. Offer Samples or Testers to Shoppers

Free samples are an effective way to introduce your line of cosmetics to store shoppers. During big sales events, such as Black Friday, hand out samples for customers to try. If you’re selling lipstick, for instance, ask them what color they prefer and hand them a tester product. While you’re offering samples, take this opportunity to strike up a conversation, and build rapport with shoppers. Let them know that you’re open to questions.

These six digital and offline promotional strategies will help you market your cosmetics more effectively to consumers. Adhering to a solid business marketing plan will allow you to outrank the competition and get more people to purchase your beauty products.