My own Cosmetics brand - Best ways to promote it?

21 replies
Together with another friend, we have our own cosmetics brand we manufacture and ship internationally. The main problem of course is that it is not branded enough, so not enough people are searching for this brand, and not enough traffic is coming over the website.

We want to start bringing in more traffic and (and perhaps make the brand a bit more dominant along the way).

What are the best methods to achieve that?

Simply use PPC such ad Adwords probably wouldn't work, as general cosmetics keywords are pretty expensive and I don't see any reason that the average person would choose to buy from our brand vs. much other branded / international cosmetics brand.

So what other options could work?

1. Create an Affiliate program? Sounds too early to me

2. Sell on Amazon? How will people find us on Amazon out of 10,000 other brands?

3. Try to work with existing small customer base and persuade them to bring their friends, maybe by offering them coupons if they purchase? But we will need some advanced tracking system to create and track unique coupons, wouldn't we?

We already have various posts from bloggers around the world who received the product for a trial, but they don't translate into sales.

What else?
#brand #cosmetics #promote #ways
  • Profile picture of the author Brent Stangel
    In two words: Social Media.

    SM is where you get the word out in 2016.
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    • Profile picture of the author clapper
      Originally Posted by Brent Stangel View Post

      In two words: Social Media.

      SM is where you get the word out in 2016.
      We are trying some SM such as FB posts and IG posts, but the magnitude isn't significant enough. Any specific suggestions on how to use SM in a way that will lead to a significant traffic and sales boost?
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    • Profile picture of the author SEO Pearl
      Originally Posted by Brent Stangel View Post

      In two words: Social Media.

      SM is where you get the word out in 2016.
      Choose the social media and make share some engaging posts about your brand is the good way to promote it. Also, make an interesting video about your brand and promote it in all the ways such as social shares and Youtube Ads.

      Embed the video into your blog post and build the quality links for that post also helpful to get more search and traffic for your brand visible in a wide manner.
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  • Profile picture of the author superowid
    Youtube video. Make-up tutorial with models. If you can get common models and turn them into amazing beautiful one with your cosmetics... that will do a lot. The idea is to turn that ugly ducky into a beautiful swan princess.

    Make a "make-up contest" where contestants must use your product and submit their video to you, and you upload each video in your channel, and make them to spread the video for most views, likes and positive comments. Choose the winner and give the prize, and make video for such the prize ceremony... and upload it and share it on social media.

    Good luck.
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    • Profile picture of the author clapper
      Originally Posted by superowid View Post

      Youtube video. Make-up tutorial with models. If you can get common models and turn them into amazing beautiful one with your cosmetics... that will do a lot. The idea is to turn that ugly ducky into a beautiful swan princess.

      Make a "make-up contest" where contestants must use your product and submit their video to you, and you upload each video in your channel, and make them to spread the video for most views, likes and positive comments. Choose the winner and give the prize, and make video for such the prize ceremony... and upload it and share it on social media.

      Good luck.
      That's an interesting take, however, we do not manufacture makeup, but rather hair cosmetics such as shampoo, mask, serum etc, thus these aren't really "makeover" products video-wise I suppose.
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      • Profile picture of the author superowid
        Originally Posted by clapper View Post

        That's an interesting take, however, we do not manufacture makeup, but rather hair cosmetics such as shampoo, mask, serum etc, thus these aren't really "makeover" products video-wise I suppose.
        The contest idea still work.
        Example: 1 Minute singing contest video while doing hair wash with your product shown.
        Make it monthly contest with a great prize that people will love to take.

        Good luck!
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  • Profile picture of the author 3wCorner
    TO promote your cosmetic brand you need to do the following:
    1. have your own website - your main site which features all your products ( you can also integrate an online shop)
    2. have your own blog ( you can use subdomain with this one like blog.yourmakeupbrand.com) and post here all your events, updates, promotions, discounts and experiences. You can also place here your customer's testimonials and videos.
    3. Have your own social media accounts (FB and FB page, IG, Twitter, Pinterest and Youtube). Post here all your links from your site and blog. Ask your friends and customers to like and follow your social media channel and share your posts.
    4. Create ads for Facebooks, Google Adwords, Yahoo ads and Bing Ads
    5. Create ads for TVs and radios
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  • Profile picture of the author Gambino
    I have a similar brand, not in cosmetics but it is a line of products we manufacture and brand. There are several ways you need to grow your customer base.

    You can't count on people actively searching for your brand unless you're able to spend a lot, probably millions, on advertising. You have to go where people who want your products, or could be potential customers are looking for your products.

    You're on the right track with a referral program. Chances are someone who buys cosmetics knows someone who buys cosmetics. Reward your customers with discounts and free products for referrals. People are much more likely to buy based on a friends recommendation than your sales pitch.

    The other strategy we have found success with is content marketing. Social media is great for compelling content. Create great content and get it out there for people to share. Cosmetics would be idea for Instagram and Pinterest. Look into not only articles, but how to videos, infographics, etc.

    Also, it's never too early to start an affiliate program. When we started ours, we have 100% of our profits to our affiliates and counted on us being able to use the referrals from affiliates to snowball more referrals and sales.
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  • Profile picture of the author BigFrank
    Banned
    Tough niche with competitors that all have deep pockets. If you have something unique, give it away to celebrities and see if you can get them talking about it.

    It's going to be a long, tough slog.

    Cheers. - Frank
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    • Profile picture of the author Gambino
      Originally Posted by BigFrank View Post

      Tough niche with competitors that all have deep pockets. If you have something unique, give it away to celebrities and see if you can get them talking about it.

      It's going to be a long, tough slog.

      Cheers. - Frank
      I do think the OP's brand is probably harder to market than mine but personally I love the large markets with a lot of competition. A very, very small market share is a lot of money. Typically in these markets people are willing to try new brands.
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  • Profile picture of the author rritz
    Dear OP; rather than discussing tools you should use, my very first thought was: Unique Selling Point
    The question you ask is: How will people find us on XXX out of 10,000 other brands?

    And the answer is: What is your unique selling point?
    If I asked you: Why should I buy your product rather than any other, what answers can you come up with?

    There could be a hundred things, even small ones that make you stand out from the crowd.
    Natural cosmetics? Vegan? Eco-friendly? Anti-allergic? Special scents used? Manufactured in the US (or any other place)
    etc
    I gues you get my point.

    And then, when you have defined your USPs, you should think of the people likely to be driven to your product. Wo are they, where are they, how can I best reach them? How much money can they spend, how can I bait them into trying my product?

    You could put up an educational blog, letting people know inside things about your brand, educate them into valuing your product.
    Make a bond with your customers and future customers. I believe that when it comes to things like food, cosmetics, health products etc. you can raise an awareness in a certain segment of customers who care about what they 'do to their body'.

    I'd be much more likely to buy a shampoo from someone who can explain to me exactly what goes into it and why and how it will affect my hair, scalp etc. than from a big company where I know they use some obscure chemical process that I will never be able to understand ...

    That's just an example. Your USP may be quite different. The point is, you have to get it across to people just what it is. This may be easy and explained in a great slogan, or it may be hard and need a lot of content.
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  • Profile picture of the author FinishMyGoals
    Just like Avon and Mary Kay, I would have a brochure printed out of your beauty products, and pick stylish, outgoing, and good looking girls as your ambassadors to show off what you have. I would host a beauty products, let the ladies try it out, and document the results visually and verbally in a variety of ways.

    Have great giveaways and tryouts of products to attract women, and also you could have other related, and/or products that really people want that alot people would be envious of as a big draw. Drawing of a free session with a trainer, dietitian, spa day etc.

    Have beautiful brochure-like flyers handed out for a scheduled of live event online.

    You get reviews from Amazon groups on social media like Facebook for example, and if you can match at least or more than competitor along with Amazon PPC, you may be on your way.

    Also JV with related businesses. I would strike deals with salons, hair spas to take a trial amount to display and offer to clients.

    Lastly, you can give freebies to mavens and influencers who are connected to many women, head of organizations etc.

    Source: I have a beauty brand on Amazon.
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  • Profile picture of the author aizaku
    Is there a small cosmetic item that you could give away for free?

    or a course on how to apply eye make up for free?

    if so, use that as a lead magnet. and create a funnel. Then send cheap traffic to 4 squeeze pages from: trafficvance (PPV), pinterest, instagram infolinks or mediabuys

    test to see which squeeze page performs best and send more and traffic to it.
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  • Profile picture of the author gingerninjas
    Originally Posted by clapper View Post

    Together with another friend, we have our own cosmetics brand we manufacture and ship internationally. The main problem of course is that it is not branded enough, so not enough people are searching for this brand, and not enough traffic is coming over the website.

    We want to start bringing in more traffic and (and perhaps make the brand a bit more dominant along the way).

    What are the best methods to achieve that?

    Simply use PPC such ad Adwords probably wouldn't work, as general cosmetics keywords are pretty expensive and I don't see any reason that the average person would choose to buy from our brand vs. much other branded / international cosmetics brand.

    So what other options could work?

    1. Create an Affiliate program? Sounds too early to me

    2. Sell on Amazon? How will people find us on Amazon out of 10,000 other brands?

    3. Try to work with existing small customer base and persuade them to bring their friends, maybe by offering them coupons if they purchase? But we will need some advanced tracking system to create and track unique coupons, wouldn't we?

    We already have various posts from bloggers around the world who received the product for a trial, but they don't translate into sales.

    What else?
    Have you tried the following:

    - Setting up and actively promoting the product via influencers on Instagram
    - Approaching and setting up agreements with influencers in your target market (based on geography)
    - Setting up and actively promoting the business and product on facebook - you may need to advertise
    - if you're selling online, have you tested your website and are you getting feedback about user experience?
    - Are you re-connecting with people via EDM or regularly contact once they have ordered so that they reorder?
    - Have you considered a YouTube channel Vlog? so you can share tips etc with your customer base and interested new users

    What's your point of difference over the other millions of products on the market?
    Some of the most successful brands use Social Media predominately and promote their produce via affiliates and WOM marketing... you need to set your POD and share why your product is so special otherwise you won't stand out from the crowd.

    There are so many more options, with more info we could probably provide some more ideas. If you are shipping internationally you really need to have a serious point of difference.
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  • Profile picture of the author samuelbreezey
    Social Media I feel is your option.

    You mention you have contacted bloggers. Have you contacted people on YouTube? This will BLOW UP your brand IMO. People can then see your products and it's packaging in person (well in video lol).

    Get the YouTube'r to provide a link to your website - generate leads. Have an email sign up on your website - preferebly in the fold.

    (You can then market to those afterwards)

    2) I would then get social on Facebook, Instagram ect. Contact people on Instagram. Some peeps on their have a major following (I have 2,000 and will be happy to promote your product - depending on what it is? loool. Just DM me.)

    3) Once you have a following I would run a competition to win some free products. Everyone loves a freebie.

    I hope this helps

    - Sam
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  • Profile picture of the author Jeff Burritt
    Banned
    Find some young personality and tell her if she does your 'how to' youtube infomercials she'll be the next internet poptart and probably get a 7figure deal out of it. If you think I'm kidding, I'm not. There's a few of these real stories out there, e.g. Michelle Phan.
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  • Profile picture of the author ghost209
    Originally Posted by clapper View Post

    The main problem of course is that it is not branded enough..
    Your problem has nothing to do with your 'brand'. Your problem is that you don't have a steady flow of traffic going to a converting funnel, bottom line. Everything else is just an excuse.

    Think about this. Not even billion dollar companies like Garnier, Nivea, or L'oreal feel they are 'branded' enough..

    They make BILLIONS of dollars a year, and do you know how much money they spend on advertising? Billions of dollars a year. In fact, the majority of their profits goes right back into advertising.

    They know that they have to always stay in front of the consumer, because the second they stop, is the second they die lol




    We want to start bringing in more traffic and (and perhaps make the brand a bit more dominant along the way).
    Paid Traffic. 100% Which includes PPC, Native advertising, Instagram ads, email marketing, etc.

    What are the best methods to achieve that?

    Simply use PPC such ad Adwords probably wouldn't work, as general cosmetics keywords are pretty expensive and I don't see any reason that the average person would choose to buy from our brand vs. much other branded / international cosmetics brand.
    Why are you saying PPC / Adwords 'probably wouldn't work, when you have absolutely no idea. Have you tested it? Don't assume anything, this is marketing 101 =)

    Here's what I can tell you..

    I own a beauty company. We sell all sorts of cosmetics. We have no brand recognition. Most people have never heard of me, and that's ok. We still do over 7 figures online.

    And do you know what we do for traffic? PPC.

    Facebook Ads, Adwords, Bing, etc. That's it.

    I love PPC, because it's consistent. It's dependable. It's measurable, and as soon as you get your metrics figured out you can scale it very quickly.

    I'm not knocking social media. Social media is awesome. You can use it to create some buzz, get people talking about your company, and make sales. You can also get lots of instagram models to recommend your products, youtube celebs to endorse it, etc..

    And that's all wonderful, but at the end of the day.. If you want to create a serious business, then you are going to want to focus on something that is dependable, consistent, measurable, and scalable.

    And for those reasons, I'd recommend focusing more on paid traffic avenues.

    As for your excuse that you can't do PPC because 'general cosmetics keywords are pretty expensive'.. It's just that - an excuse.

    Who says you have to go after 'general keywords' ? There are thousands of keywords you can go after. Pick different ones and you can get clicks down to 5cents, 10 cents, etc.

    Or better yet, focus on improving your customer value..

    Instead of trying to sell 1,000 different products.. Build a campaign out for your best selling product.. Or build a campaign for the products that you make the highest margins on..

    And then do PPC ads to that.. That way you have a lot more room to work with and can spend more per conversion.

    Then once people buy that product, try to upsell them on other ones.. Even if you have a traditional ecommerce page.. Entice them to throw a few other items in the shopping cart, before they checkout!

    "Hey! since you are getting shampoo, you should also get your conditioner, body wash, and a loofah"

    Give them a discount if they do, add in free shipping etc.. Make it stand out.. If you can get each person to buy several items at once and get your average sale higher.. you'll make more money and have more to spend for ads.

    And even after they buy.. On the thank you page, make another irresistible offer.. "Get our full Professional Makeup set right now for just $197.. and stack it with all of your top selling makeup products"

    And now that they are on your email list.. Sell more of your stuff to them. Send them out emails, specials, discounts, let them know about other products you have..

    And like I was just saying.. One of the other best ways to increase your conversion value is by BUNDLING your products..

    So if it's hard to do PPC because you're trying to sell a $2 product.. then BUNDLE it. Sell kits. Create a beauty set, create a bath set, and you can include 20 of your best products in it.. Then sell that whole package for $99, $197, etc


    Anyways, that's advice I would give you.
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  • Profile picture of the author celente
    facebook and facebook ads....but I can take that to the next level.

    Instagram and facebook ads, are like very cheap, you can get them for a few cents a view.

    but my suggestion is get a facebook or social media spy and look at companies doing the same thing as you. SUCCESS leaves tracks. So realise if they are doing the same ads, or same thing, that it means, they are not losing money on it. It works.

    I wont give you the the name of the social media spy tool I use, as I am creating one soon, but its very good!! There are a few to choose from.

    You gotta realise you can lose lots of money on FACEBOOK if you do not know what you are doing. So be careful.
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  • Profile picture of the author yukon
    Banned
    One word, Youtube.

    Piggyback off of all the already successful makeup channels. Those existing channels have already done all the hard work, funneling niche traffic into their channel. Advertise on their videos, make your own videos, whatever, just put the product in front of the niche traffic.
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  • Profile picture of the author George Schwab
    Branding for a new brand is such a tough challenge you will struggle for a while.

    HOWEVER:

    now you think strategy. I'll give you an practical example from my local market where a new wine company tries to make a name for themselves at the moment.

    The target are restaurants and hotels, right. So I learned that little trick from the guy that has the biggest and most crowded restaurant on my beach. He does free beer nights (lasting 4 hours only) once a week. Who pays for the beer, the distributor of course because he is their best customer, he pays nothing.

    Now I will do this as an "agent" with the wine company, because nobody does free wine nights her , yet.

    So now transfer that model to your market. Your best advertising money should go towards huge cosmetic retailers as well as wholesalers/distributors. You pick a few and approach them with a deal they cannot refuse. And believe you me, they heard it all before on a weekly basis, so your pitch better be not just good, its got to be brilliant and irresistible.

    Good luck mate, its worth it, as we all know:

    Nothing happens until something moves
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  • Profile picture of the author fwe
    Your brand need to be more popular & your website need more & more traffic. So you can do SEO, Forum posting, Social Media site, Relevant Blog commenting, Email Marketing & so on. You can create more & more Do-Follow link than the No-Follow link. By which your Page rank & site traffic will be increased. Thanks
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