If you want your private label skincare product line to succeed, you need to market it well.
It can be a battle to know where to start. There are so many marketing strategies out there — and only so many that succeed.
So what do you prioritize to ensure your skincare range succeeds? Here are five recommendations to get you started.
1. Educate your audience
You don’t need to push the hard sell in each contact you have with your audience.
In fact, shifting your focus to education is likely to increase your sales. Provide value to your potential customers — and help them to understand why they should be using your skincare products. I find this to be especially true in the skincare sector.
When you’re doing this, focus on the benefits — not the features — of the product.
For example, the Anti-Aging Matrixyl® Treatment Moisturizer is one of our best selling products. It uses Matrixyl® — a peptide — to increase the production of collagen.
This is a feature of the product.
Although we know what this means, it’s likely your customers don’t. So you need to spell it out for them by educating them about the benefits of the product.
Matrixyl® has been linked to increased collagen production, which is thought to plump the skin and slow down the aging process.
Can you see how this type of information is more appealing to the customer than just listing it as a feature?
2. Know your audience
You can’t educate your audience effectively if you don’t know them.
Make sure you spend enough time on your market research. In particular, take the time to understand their biggest problems and challenges. What keeps them awake at night? What are their pain points?
Understanding this will help you figure out how you can help them. And this knowledge will help you make sure any information they receive from you is going to take them one step closer to buying from you.
For example, the Hyaluronic Acid Serum is perfect for customers who want to instantly fill in line and wrinkles. But if they don’t have this problem? It’s probably not going to spark their interest.
3. Superior product labeling and packaging
How are you going to get your products noticed?
There are so many skincare products available — it’s important to stand out. Otherwise, you risk your product line blending into a sea of similar products.
Make sure your products make a good first impression and communicate your brand identity well.
If you’re a premium brand, you need premium packaging.
4. Optimize your website
Your website should be optimized for three things:
- Search Engine Optimization (SEO)
- User experience
- Conversion Rate Optimization (CRO)
These three things are vital if you want to make a profit from your products online.
SEO will bring traffic to your website.
Good user experience will persuade them to stick around.
And CRO will encourage them to buy from you.
5. Harness the power of social media
There’s no doubt about it — social media is a powerful tool when it comes to marketing your business.
It’s the easiest way to reach your customers as it’s where they spend most of their time when they’re online.
Trust me when I tell you social media is a lot more than posting to your appropriate platforms. I can’t tell you how many times we hear this from our Clients. To avoid this feeling, I find it helpful to agree upfront on what the reporting structure will look like on a monthly and annual basis. It’s imperative to know what’s working, what’s not and where your liabilities are next year. I don’t recommend signing a contract until you have a sample reporting structure from perspective social media companies. But, also know it’s a two-way street and you must be willing to track leads and calls against blog, social posts and even social ads to truly measure all results.
If you’ve followed the other points in this post, you should have a good grasp of your customers’ needs and how you can use education to get them interested.
Apply this to your social media content — and make sure you stay consistent in your approach. Many business owners give up when they don’t see results but it does take a little hard work and perseverance.
A word of warning:
When marketing your products, it’s important to be aware of the regulations that govern what you can (and can’t) say.
You should be careful when making claims about your products and medical conditions. Even if you’ve seen your products provide these benefits first hand, it’s generally not allowed to state that they are a type of medical treatment or that they can cure anything.
This often involves finding creative ways to communicate the benefits of your products. To be on the safe side, focus on the cleansing and beautifying properties of your skincare range.
We want to help you get the most out of your new product line. If you have any questions, we’re always here to help. From product selection (stock or custom formulas) to full-scale marketing strategies, our solutions give our Clients an advantage over their competitors.
Contact our Sales Managers at 855-209-0225 (US Press 2, Int’l Press 3 for Sales) to find out more information about our products and services. While you’re on the line, ask our Sales Manager how you can save $7-$10K in the process.
All my best,
Stefani Thionnet
Stay focused and never give up!
