Top tips for starting a beauty brand
There has never been a better time to start a beauty business.
The evolution of social media means that reaching your audience is
easier and cheaper than ever as you no longer need the huge budgets that big
brands spend on media advertising. However, there are some key things to
consider before embarking on your beauty journey as it’s by no means an easy
- Authenticity is KEY. Consumers
are talking with their money turning to brands who fit in with their personal ideals.
This could be a brand who focuses on natural ingredients, eco packaging, one
ingredient, scientific research or clean beauty. It’s no longer good enough to
try and appeal to everyone. Choose what you believe in for your brand and communicate
your authentic story clearly and concisely.
- When starting off, it’s not
just your target market that you need to impress. Ensure your pitch
communicates your passion and potential to investors AND suppliers. Getting
your manufacturer/packaging suppliers to work with you to overcome barriers
such as minimum order levels means getting them onboard with your vision.
- If you have a certain retailer
in mind as your dream buyer, make sure you do your research. Know what types of
brands they are stocking and ensure your brand reflects the retailer brand
personality. Branding is just as important as the product and we always
recommend pitching your idea to buyers BEFORE you do a full packaging print
run. That way, if they love the product but the branding isn’t quite right, you
still have the option to change it. Go to events where you can meet buyers such
as Enterprise Nation events, ask them if they have any gaps in their product
portfolio and what they’re looking for from a beauty brand.
- As well as listening to
retailer buyers, listen to your customers. Social media has given beauty brands
direct dialogue with their customers so the old barriers to market are well and
truly gone! Ensure you listen to your followers and adapt your products based
on their feedback – create a two-way conversation.
- Ensure your marketing strategy
includes using beauty influencers on social media. Instagram is the platform of
choice for beauty brands and likely to give you the highest engagement and ROI
on your investment when working with influencers.
- Ensure your brand personality
and USP is visually communicated through your branding and packaging. Work with
designers who are experts in your field as they can guide you through the
branding process but also have the technical knowledge of getting your
packaging spot on!
- Be consistent! Ensure that
every touch point has the right branding and tone of voice so that your target
market knows exactly what to expect whenever they encounter your brand.