Beauty Advertising: The Complete Marketing Guide For Skincare Brands and Beyond

With a surge in the demand for beauty products, cosmetic companies are launching new and improved products every year.   Consumers are also spending heavily on personalized and modern cosmetic products. Hence, both new and established cosmetic brands are investing in beauty advertising to make their products visible to the target audience.  This article explores the […]

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Brandon Shaks

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With a surge in the demand for beauty products, cosmetic companies are launching new and improved products every year.  

Consumers are also spending heavily on personalized and modern cosmetic products. Hence, both new and established cosmetic brands are investing in beauty advertising to make their products visible to the target audience. 

This article explores the concept of beauty marketing in detail and shares the top beauty advertising strategies for skincare marketers. 

What is Beauty Marketing?

Beauty marketing is a set of digital advertising techniques that cosmetic and personal care brands use to promote their products or services to consumers. 

It involves a range of activities, including: 

  • Product Promotion: This includes advertising campaigns, both online and offline, to showcase the features and benefits of beauty products. It often involves creating visually appealing content to highlight the results and effects of using the products. 
  • Influencer Partnerships: The beauty industry heavily relies on influencer marketing. Brands collaborate with beauty influencers and bloggers who have a significant following on social media platforms. These influencers provide product reviews, tutorials, and recommendations, which can greatly impact consumers’ purchasing decisions. 
  • Social Media Engagement: Social media platforms like Instagram, YouTube, and TikTok are key channels for beauty marketing. Brands share visually appealing images and videos, run contests, and engage with consumers through comments and direct messages. 
  • Sampling and Freebies: Many beauty brands offer free samples or trial-size products to potential customers. This allows consumers to experience the products before committing to a full purchase. 
  • Storytelling and Brand Identity: Successful beauty advertising often involves creating a compelling brand story and identity. Brands focus on their mission, values, and the uniqueness of their products to differentiate themselves from competitors. 
  • Emphasis on Ingredients: Beauty consumers are increasingly conscious of the ingredients in the products they use. Marketing efforts often highlight the use of natural or specific beneficial ingredients. 
  • Loyalty Programs and Rewards: Many beauty brands offer loyalty programs that reward repeat customers with discounts, exclusive offers, and early access to new products.
Ready to uncover the secrets of successful beauty marketing? Join our Growth Marketing Insider newsletter today. Receive weekly marketing tips directly to your inbox and gain access to a vibrant community of 4,200+ beauty industry professionals. Elevate your skincare brand’s presence and stay ahead in the ever-evolving world of beauty marketing.

Why Beauty Advertising is Essential For Skincare Brands?

Beauty marketing is essential for skincare brands for several reasons: 

  • Competition: The skincare industry is highly competitive, with numerous brands offering a wide range of products. Effective cosmetic marketing helps beauty brands to highlight their USP before the consumers.
  • Consumer Education: Skincare products often require explanations about their benefits, ingredients, and proper usage. Marketing efforts provide an avenue for brands to educate consumers about their products, helping them make informed purchasing decisions. 
  • Building Brand Awareness: Beauty advertising increases the visibility of skincare brands. Consistent and strategic marketing efforts create brand recognition and familiarity, making it more likely for consumers to choose a well-known brand over an unfamiliar one. 
  • Establishing Trust: Effective beauty advertising can establish trust and credibility for skincare brands. 
  • Innovation Showcase: Marketing allows them to showcase their innovations and position themselves as leaders in the industry. 
  • Engaging Content: Skincare marketing can provide valuable content to consumers, such as skincare tips, routines, and expert advice. This content not only adds value to the consumer but also keeps them engaged with the brand. 
  • Loyalty and Repeat Business: Effective beauty advertising can create a loyal customer base. Engaging marketing campaigns, personalized recommendations, and loyalty programs encourage repeat purchases and long-term customer relationships. 
  • Adapting to Trends: The beauty and skincare industry is influenced by trends and evolving consumer preferences. Marketing allows brands to adapt to these changes quickly and effectively, keeping their products relevant. 
  • Feedback and Improvement: Through marketing efforts, brands can gather feedback from consumers, whether through social media interactions, reviews, or surveys. This feedback is valuable for improving products and services. 
  • Expanding Market Reach: Cosmetic marketing can help skincare brands reach new demographics and markets. Effective online marketing, in particular, enables brands to connect with global audiences.

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Beauty Advertising Stats For 2024

  • The Beauty & Personal Care sector is projected to achieve a remarkable USD 579 billion valuation by 2023, boasting a steady Compound Annual Growth Rate (CAGR) of 3.8% until 2027. As the reliance on digital shopping avenues surges, an anticipated 27.5% of the industry’s total revenue is predicted to originate from online platforms.
  • Research by McKinsey suggests that around 78% of consumers recommend brands offering personalization. 
personalization directly influences behavior across the customer life cycle


  • AI-driven skincare is on a boom. For example, JCPenney Beauty is now unveiling an AI-driven skincare advisory feature and immersive AR-enabled makeup try-on functionalities to improve the overall user experience. 


  • L’Oréal emerged as the leader, achieving a notable revenue of $40.31 billion in the year 2022.
  • The United States is the leading country with the maximum total annual spending on beauty products. 
  • In June 2019, approximately 61% of beauty consumers either tracked cosmetics brands or interacted with them on social media platforms, underscoring the pivotal role of social media engagement for cosmetics brands.
  • The average pay-per-click cost for the beauty and personal care industry remains at $2.89, while the average conversion rate remains at a little above 8%. 



Top Channels of Beauty Advertising

Some of the key beauty marketing channels include: 

  • Social Media Platforms: Social media, including platforms like Instagram, TikTok, YouTube, and Facebook, is a cornerstone of beauty marketing. Brands share visuals, tutorials, and user-generated content, and engage with followers to build a loyal community. 
  • Influencer Marketing: Collaborating with beauty influencers and bloggers helps brands reach a wider audience through authentic recommendations and reviews. 
  • E-commerce Websites: Brands use their own e-commerce platforms to provide detailed product information, interactive experiences, and a seamless shopping process. 
  • Content Creation: Blogs, articles, videos, and tutorials on beauty websites provide educational and informative content, fostering brand authority. 
  • Email Marketing: Email campaigns deliver promotions, product launches, and personalized recommendations directly to consumers’ inboxes. 
  • Mobile Apps: Beauty brands offer apps for virtual try-ons, personalized skincare routines, and shopping convenience. 
  • Sampling and Subscription Services: Brands offer samples, trial sizes, and subscription boxes to introduce products to consumers. 
  • SEO: Search engine optimization ensures brands appear prominently in online searches for beauty products. 
  • Live Streaming: Real-time streaming platforms like Instagram Live and Facebook Live enable brands to engage with audiences through live tutorials and Q&A sessions. 
  • Podcasts and Webinars: Audio content provides a platform for discussing beauty trends, tips, and product information. 
  • Augmented Reality (AR): AR apps and filters allow users to virtually try on makeup and skincare products. 
  • Partnerships and Collaborations: Collaborating with other brands or celebrities can extend a beauty brand’s reach and appeal.

Complete Guide To Beauty Marketing in 2024

Create Beauty Buyer Personas

Use market research to identify trends, preferences, and behaviors within the beauty industry. Look for insights into what motivates different segments of consumers to make beauty-related purchases.

Understand the pain points your customers experience and the goals they want to achieve through beauty products. This will help you tailor your offerings to meet their needs.

Based on the data you’ve collected, create detailed persona profiles. Each persona should include demographic information, psychographics (interests, values, behaviors), motivations, challenges, and preferred communication channels.

Here is a sample beauty consumer persona:


Perform Beauty SEO

Performing SEO (Search Engine Optimization) for a beauty-related website involves various steps, including keyword research and on-page optimization. 

Beauty Keyword Research

Keyword research is the foundation of your beauty advertising strategy. It involves identifying relevant keywords that your target audience is likely to search for. 

Start by identifying relevant keywords related to your products that consumers might search online. 

You can use keyword research tools like Google Keyword Planner and SEMrush to find search volume and competition.

Also, focus on long-tail keywords having lower competition like “natural acne treatment for sensitive skin.” 

You can also research your competitor’s keywords and find the ones that are relevant to your target demographic.

Once done, compile all the top keywords in a Google Sheet and check your website rankings on these keywords for proper benchmarking. 

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On-Page Optimization

On-page optimization involves optimizing individual pages on your website to make them more search-engine-friendly. This includes incorporating your researched keywords in strategic places while ensuring a positive user experience. 

Here is how to do it: 

  • Title Tags: Include your target keyword in the title tag of the page. Keep it concise and compelling to attract clicks. 
  • Meta Descriptions: Write a meta description that includes your keyword and provides a brief overview of what the page is about. 
  • URL Structure: Keep your URLs clean and descriptive. Include your target keyword in the URL if possible. 
  • Keyword Placement: Incorporate your target keyword naturally throughout the content. Avoid keyword stuffing, which can harm your rankings. 
  • Content Quality: Create high-quality, valuable content that addresses the user’s search intent. The longer visitors spend on your page, the better it signals to search engines that your content is relevant. 
  • Mobile-Friendliness: Ensure your website is responsive and looks good on mobile devices. Google considers mobile-friendliness a ranking factor. Page Speed: Optimize your website’s loading speed. 

Get Your Products Listed On Top E-commerce Platforms

Getting your products listed on top e-commerce platforms can significantly boost your visibility and sales. Here’s the process to help you get started:

Choose the Right E-commerce Platforms

Research and select the e-commerce platforms that align with your target audience and product niche. Some of the top global platforms include: 

  • Amazon 
  • eBay 
  • Shopify (for building your own online store) 
  • Walmart Marketplace 
  • Etsy (for handmade and unique products) 
  • Alibaba (for international markets) 

Product Preparation

Ensure your products are ready for listing. This includes high-quality product images, detailed descriptions, accurate pricing, and any necessary variations (e.g., sizes, and colors). Professional and well-presented product information is key to attracting customers. 

Create Seller Accounts

For each platform you’ve chosen, create seller accounts or storefronts. Follow the platform’s guidelines and provide accurate business information, payment details, and contact information. 

Optimize Product Listings

Each platform has its own listing requirements. Optimize your product listings based on the platform’s guidelines: 

  • Write compelling and informative product titles and descriptions. 
  • Use relevant keywords to enhance discoverability. 
  • Highlight key features, benefits, and unique selling points. 
  • Include high-quality images from various angles. 
  • Specify variations (e.g., sizes, colors) and inventory levels. 

Pricing and Shipping

Set competitive and realistic prices for your products. Consider factors like production costs, competitor prices, and perceived value. Decide on shipping methods and costs, whether you handle shipping yourself or use fulfillment services provided by the platform. 

Product Categorization and Tags

Ensure your products are placed in appropriate categories or sections within the platform. Use relevant tags or keywords to further enhance visibility within the platform’s search functionality. 

Compliance and Legalities

Adhere to platform rules, terms of service, and legal requirements. This includes accurate product information, proper labeling (if applicable), and compliance with local and international regulations. 

Payment Setup

Set up your preferred payment methods to receive payments from customers. Different platforms offer various payment gateways, so choose the ones that suit your business needs. 

Launch and Promotion

Once your products are listed, consider promoting them through the platform’s advertising options, social media, and other marketing channels. Utilize strategies like offering discounts, bundling products, and running limited-time promotions to attract initial attention. 

Customer Service

Provide excellent customer service to build trust and loyalty. Respond promptly to customer inquiries, address any issues, and maintain a positive reputation.

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Run Skincare PPC Ads

PPC ads allow you to instantly appear at the top of search engine results or in users’ social media feeds. This quick visibility can help you reach potential customers who are actively looking for skincare products.

Keyword Research For Skincare PPC

Start by brainstorming a list of keywords related to your skincare products. Think about different aspects of your products, including their benefits, ingredients, and target audience. Include general terms as well as specific terms.

Identify negative keywords to exclude irrelevant searches. For instance, if you sell cruelty-free skincare, you might want to exclude terms like “animal testing.”

Organize your keywords into relevant groups. This helps in structuring your campaigns and ad groups more effectively.

Understand keyword match types: 

  • Broad Match: Your ads will appear for variations and synonyms of the keyword. 
  • Phrase Match: Your ads will show when the keyword phrase appears in the user’s search. 
  • Exact Match: Your ads will display only for the exact keyword. 

Finally, utilize ad extensions to make your ads more informative and attractive. This can improve your ad’s click-through rate.

Ad Creation

Depending on the platform you’re using (Google Ads, Facebook, Instagram, etc.), choose the appropriate ad format. This could be text ads, image ads, video ads, or carousel ads.

Your headline should capture attention and convey the main benefits of your skincare products. Use action-oriented language and emphasize what makes your products unique. 

In the ad’s body text, focus on the key benefits of your skincare products. Address specific concerns like acne, aging, dryness, or sensitivity. Use persuasive language to convey how your products can solve these issues. 

Incorporate your targeted keywords into the ad copy. This helps align your ads with user search queries and improves relevancy. 

Lastly, include a clear and actionable CTA that tells users what you want them to do next. Examples include “Shop Now,” “Learn More,” “Get 20% Off,” or “Try Our Products.” 

Ad ROI Tracking

Implement conversion tracking on your website. This involves placing tracking codes on your thank-you or confirmation pages to measure actions taken by users after clicking on your ads, such as completing a purchase or filling out a form.

ROI is calculated using the formula: 

(Revenue – Cost of Ad Campaign) / Cost of Ad Campaign. 

This will give you a percentage that represents the return on your advertising investment.


Create different remarketing lists based on user behavior. For example: 

  • All website visitors 
  • Product page visitors 
  • Cart abandoners 
  • Past purchasers (for upselling or cross-selling) 

Place remarketing tracking pixels on your website. These pixels track user behavior and add visitors to your remarketing lists. Google Ads, Facebook Ads, and other platforms provide code snippets for this purpose. 

Design ads that are tailored to the specific audience segments in your remarketing lists. Use persuasive messaging, dynamic product ads (if applicable), and strong CTAs to encourage action. 

Avoid overwhelming users with too many ads. Set frequency caps to limit how often your ads are shown to the same user within a specific time frame.

Leverage The Power of Beauty Email Marketing

Collect email addresses from your website visitors, customers, and those who express interest in your products. Ensure that you have explicit consent to send them marketing emails to comply with privacy regulations.

Select a reputable email marketing platform such as Mailchimp, Constant Contact, or HubSpot. These platforms offer tools for designing, sending, and tracking your email campaigns.

Craft engaging and valuable content for your emails. This can include: 

  • Product updates and launches 
  • Skincare tips and tutorials 
  • Customer stories and testimonials 
  • Exclusive promotions and discounts 
  • Educational content about skincare ingredients 
  • Behind-the-scenes insights

Design visually appealing email templates that align with your brand. Use images, graphics, and colors that reflect the beauty and aesthetics of your skincare products. 

Include personalized elements such as the recipient’s name and tailored product recommendations based on their previous purchases or browsing history. 

Write subject lines that grab attention and entice recipients to open your emails. Avoid spammy language and be transparent about the content of the email.

Perform Beauty Social Media Marketing

Identify the social media platforms that align with your target audience and content style. Instagram, Facebook, Pinterest, and TikTok are popular choices for beauty and skincare brands.

Use high-quality images and videos to showcase your skincare products. Visual appeal is crucial in the beauty industry, so invest in professional photography and editing.

Share valuable skincare tips, how-to tutorials, ingredient insights, and product usage guides. This establishes your brand as an authority in the skincare field.

Use relevant and trending hashtags in your posts to increase discoverability. Create a branded hashtag for your skincare line to encourage user participation. 

You can also organize contests and giveaways to incentivize user engagement and promote your products. Require participants to follow, like, or share your content for entry.

Also See:

Top Social Media Platforms For Beauty Marketing

Beauty advertising thrives on visually appealing content and engagement with a dedicated audience. Here are some of the top social media platforms that are highly effective for promoting beauty products: 

  • Instagram: Known for its focus on visual content, Instagram is a go-to platform for beauty brands. Use Instagram to showcase your skin care products through high-quality images and videos, engage with users through stories and live videos, and leverage beauty-related hashtags to increase discoverability. 
  • YouTube: YouTube is excellent for in-depth skincare tutorials, product demos, and educational videos. Video content allows you to showcase the benefits of your products and establish your brand as a trusted source of beauty knowledge. 
  • Pinterest: Pinterest is highly visual and is often used by users for inspiration and discovery. Create visually appealing pins that showcase your skincare products, DIY beauty tips, and skincare routines. Utilize Pinterest’s search-friendly features and hashtags. 
  • TikTok: TikTok is a platform that thrives on short, engaging videos. It’s a great place to create fun, creative, and authentic content that highlights your skincare products and demonstrates their usage in a relatable manner. 
  • Facebook: While slightly more diverse in content, Facebook is still a powerful platform for beauty marketing. Utilize Facebook groups, pages, and ads to reach a wide audience with a mix of engaging content, product updates, and customer interactions. Snapchat: Snapchat’s ephemeral nature can create a sense of exclusivity for your beauty brand. Use Snapchat to share behind-the-scenes content, limited-time offers, and sneak peeks to keep your audience engaged. 
  • Twitter: Twitter is great for quick updates, announcements, and engaging with customers. Use it to share skincare tips, respond to queries, and participate in beauty-related conversations.
  • LinkedIn (For B2B): If you’re targeting professionals in the beauty industry, LinkedIn can be effective for B2B marketing. Share industry insights, trends, and information about your skincare products for professionals.

Beauty Influencer Marketing

Beauty influencer marketing is essential for skincare brands because it provides a powerful way to reach and engage with a highly targeted and receptive audience. 

Influencers have established credibility and trust within the beauty community, making their endorsements and recommendations more impactful. 

Research and identify beauty influencers whose niche and audience align with your skincare brand. Look for influencers who have genuine engagement, a strong following, and content that resonates with your brand values. 

Engage with potential influencers by following them, interacting with their content, and establishing a relationship before reaching out for collaboration. This shows genuine interest in their work. 

Determine the type of partnership you want with the influencer. This could include product reviews, sponsored posts, giveaways, or long-term ambassadorships. 

When reaching out to influencers, tailor your pitch to their style and audience. Show them how your skincare products align with their content and audience’s interests.

Finally, ensure that influencers disclose their partnership with your brand according to relevant advertising regulations. Transparency builds trust with their audience.

Also See:

Bonus: Top Beauty Advertising Tips

  • Behind-the-Scenes Sneak Peeks: Offer a glimpse into your skincare brand’s manufacturing process, ingredient sourcing, or product development. This adds transparency and authenticity to your brand. 
  • Interactive Quizzes: Create fun skincare quizzes that lead users to personalized product recommendations based on their skin type, concerns, and preferences. 
  • Virtual Try-Ons: If you have makeup or color-based skincare products, offer virtual try-ons or filters that allow users to see how your products look on their skin. 
  • Skincare Challenges: Launch skincare challenges where users share their skincare journeys while using your products. Encourage them to document their progress with photos. 
  • Unconventional Ingredients: Highlight unique or unconventional ingredients in your skincare products and explain how they contribute to healthy skin. 
  • User-Generated Content Contests: Host contests where users share creative content related to your products. Reward the best entries with prizes and feature them on your social media. 
  • Customer Stories: Share real-life stories of customers who have experienced positive changes after using your skincare products. 
  • Day-in-the-Life: Take users through a day in the life of someone using your skincare products, showing the morning routine, makeup application, and nighttime skincare. 
  • Flashback Campaigns: Compare popular beauty trends of the past with the advanced skincare solutions available today, positioning your products as cutting-edge. 
  • Skincare Myths: Address common skincare myths and provide accurate information that educates your audience while positioning your products as the solution. 
  • Minimalist Routines: Highlight the effectiveness of your products in simplified skincare routines, appealing to users who prefer a minimalistic approach. 
  • Gift Guides: Create gift guides for different occasions, such as holidays or birthdays, showcasing curated sets of your products. 
  • Product Evolution: Share the journey of a product from its initial concept to its final form on the market, showcasing the meticulous process. 
  • Skincare Self-Care: Promote the idea of skincare as an act of self-care and wellness, aligning your products with a holistic approach to beauty. 
  • Product DIYs: Provide creative DIY ideas using your skincare products, showing their versatility and the different ways they can be incorporated into routines. 
  • Natural Ingredients: Highlight the natural ingredients used in your products and their benefits for skin health and radiance. 
  • Educational Infographics: Create informative infographics that break down skincare routines, ingredients, or specific skin concerns. 
  • Inspirational Quotes: Pair your skincare product images with motivational or beauty-related quotes that resonate with your audience. 
  • Flash Sales: Announce flash sales with limited-time discounts to create a sense of urgency and excitement. 
  • Product Comparisons: Compare your skincare products to common alternatives, highlighting what sets yours apart.
  • Promotions and giveaways: This can encourage potential customers to make their first purchase. Special discounts, limited-time offers, and engaging giveaways can attract attention, boost engagement, and create a sense of urgency among your audience.

Ready To Start Your Beauty Advertising Campaign? 

Partner with Brenton Way to launch successful beauty advertising campaigns. With a customized approach, we craft strategies tailored to your skincare brand’s unique identity and audience. Through thorough market research and compelling brand storytelling, Brenton Way ensures your products stand out in the competitive beauty industry. Our expertise in influencer collaborations, engaging content creation, and data-driven analysis can elevate your skincare brand’s visibility and drive tangible results in the market.

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Brandon Shaks

Growth-focused marketing strategist working at Brenton Way helping scale DTC brands past $7-figure ARR
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