There are almost 105,000 beauty, cosmetics, and fragrance brands in the world right now. If you’re trying to start your own cosmetic brand, you’re up against some stiff competition. You have to make sure that your cosmetic branding is next-level if you want to stand out.
Do you know how to create a brand image that will attract new customers and help you succeed in the competitive beauty world?
We’re here with a few pointers to set you on the right track. Read on to learn more.
1. Pay Attention to What Customers Want
Whether you’re starting a brand-new cosmetic brand or you’ve been in the game for a while, you should always have your finger on the pulse of the beauty world. When it comes to cosmetics, there are plenty of places where you can observe your potential customers see what they’re saying. There are subreddits, many YouTube channels, Instagram accounts, and more.
Look at common criticisms and praises for other beauty brands and use that information to your advantage. Are customers interested in eco-friendly products and packaging? What shade ranges do they want from foundation and concealer?
Remember that your customers are crucial to your success.
2. Follow Current Trends, But Make Them Your Own
It might seem counterproductive to follow trends if you’re trying to figure out how to create a brand image that stands out, but don’t be fooled. Trends will help you boost your brand to the explore pages of social media sites, and that’s crucial for any cosmetics brand.
Let’s use the brand Colourpop as an example. When the hit Nintendo game, Animal Crossing was trending. They created an Animal Crossing collection. This helped them gain new customers and made their products go viral (again).
Similarly, Colourpop also hopped onto a style trend with their original products: their fast-dry matte liquid lipsticks. This helped them jump on a cosmetics trend with something that every beauty guru was using (at a price point that anyone could afford).
3. Work With Professionals
If you’re not a branding expert, it’s in your best interest to get help. Work with a team of marketers, beauty packaging brands (like BPI labs), and artists to create a brand aesthetic that pops.
It’s tempting to do everything on your own, and when you’re first starting, it might be your only option. Once you have room in your budget to hire a pro, don’t hesitate.
4. Be Consistent (But Innovative)
Consistency is key when it comes to effective branding. You should always be changing things up, but your brand’s core should stay the same.
This doesn’t mean that you can’t be unique. Take a brand like Beauty Bakerie as an example. Most of their products look like sweets or ingredients, which sets them apart from other cosmetics brands.
They’re consistent with their branding, but they’ve made a niche for themself.
Is Your Cosmetic Branding Effective?
If your cosmetic branding has been falling short, it’s time to make some serious changes. Try these branding tips to take your brand to the next level and find a whole new customer base.
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