Scan the marketplace and you fill find loads of skin care products for women, men, and teens. Some promise to keep skin moisturized or youthful looking while others are designed to eliminate blemishes. There is a target market for nearly every type of product and the Internet has enabled even the smallest companies competing in niche markets to achieve huge success with basic skin care marketing techniques.
Companies entering this industry are challenged with offering effective products for specific audiences while differentiating themselves from the competition. Success is based on marketing strategy development and execution of marketing plans that have a comprehensive focus. Companies that take the right approach to skin care marketing will be around for many years while competitors come and go.
Pre-Marketing Steps
Establishing goals is critical for success and should cover the business, marketing, and financial aspects of product sales. Companies should come up with a unique angle or idea that helps them achieve these goals and differentiate their offerings from others. This is when a company decides whether to focus on a niche market like teenage skin care or type of product like body lotion or facial cream. Attributes of each product should be outlined and its various benefits detailed.
After defining goals for each product, attention should turn toward defining the ideal customer for the beauty products. The company must identify a target audience and research its attributes including values, purchasing behavior, income, and goals for using the product. These details should be used to refine the market position and corporate strategy. By basing its marketing messages on this information, a company directly addresses the appropriate customer base.
The competition is the next area to research and this is done by studying other brands, what differentiates them, and the audience being targeted. Researchers learn much by visiting supermarkets, pharmacies, trade shows, and cosmetics counters in department stores. Talking with industry professionals, beauticians, cosmetologists, estheticians, and sales representatives about benefits of various products will also prove helpful. Company representatives should familiarize themselves with the different ingredients in face cream, toner, cleanser, exfoliant, and other products designed to enhance the skin.
The Skin Care Marketing Process
After gathering this information, it is time to begin promoting the products offered. The Internet offers plenty of ways to reach a large audience economically. A company website, blog, social media accounts, videos, and electronic newsletters are several popular online tools. Companies should use these to develop relationships, build trust, and collect feedback from customers. They should also consider online collaboration with companies in parallel industries such as linens and nightwear. This cross-promotion typically costs little to nothing and can substantially expand the online audience.
Skin care marketing is not only about being a mouthpiece. Companies should conduct ongoing research through surveys and focus groups. They should request customer testimonials and referrals and use these to enhance product credibility. Even simple acts like distributing free samples via mail or at a trade show can prove very effective at capturing new customers.
Companies entering this industry are challenged with offering effective products for specific audiences while differentiating themselves from the competition. Success is based on marketing strategy development and execution of marketing plans that have a comprehensive focus. Companies that take the right approach to skin care marketing will be around for many years while competitors come and go.
Pre-Marketing Steps
Establishing goals is critical for success and should cover the business, marketing, and financial aspects of product sales. Companies should come up with a unique angle or idea that helps them achieve these goals and differentiate their offerings from others. This is when a company decides whether to focus on a niche market like teenage skin care or type of product like body lotion or facial cream. Attributes of each product should be outlined and its various benefits detailed.
After defining goals for each product, attention should turn toward defining the ideal customer for the beauty products. The company must identify a target audience and research its attributes including values, purchasing behavior, income, and goals for using the product. These details should be used to refine the market position and corporate strategy. By basing its marketing messages on this information, a company directly addresses the appropriate customer base.
The competition is the next area to research and this is done by studying other brands, what differentiates them, and the audience being targeted. Researchers learn much by visiting supermarkets, pharmacies, trade shows, and cosmetics counters in department stores. Talking with industry professionals, beauticians, cosmetologists, estheticians, and sales representatives about benefits of various products will also prove helpful. Company representatives should familiarize themselves with the different ingredients in face cream, toner, cleanser, exfoliant, and other products designed to enhance the skin.
The Skin Care Marketing Process
After gathering this information, it is time to begin promoting the products offered. The Internet offers plenty of ways to reach a large audience economically. A company website, blog, social media accounts, videos, and electronic newsletters are several popular online tools. Companies should use these to develop relationships, build trust, and collect feedback from customers. They should also consider online collaboration with companies in parallel industries such as linens and nightwear. This cross-promotion typically costs little to nothing and can substantially expand the online audience.
Skin care marketing is not only about being a mouthpiece. Companies should conduct ongoing research through surveys and focus groups. They should request customer testimonials and referrals and use these to enhance product credibility. Even simple acts like distributing free samples via mail or at a trade show can prove very effective at capturing new customers.
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