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How beauty brands can create a loyal audience

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The beauty and cosmetic industry has thrived on its ability to use a myriad of tools to target specific audiences with specific messages. With the competition for customer loyalty intensifying, customers who stick around can make or break a beauty business. Marketing teams are engaged in contests to make their brand the one that customers feel connected to. With a surfeit of makeup artists and beauty influencers on social media platforms, beauty brands are trying to keep customers loyal. Given below are some ways for beauty brands to create customer loyalty and use beauty pr tactics.

1) Personalized approach – A lot of brands are paying attention to their consumer base in order to inform decisions about the products they create, which ingredients they use, and which names they adopt. Using data analytics and metrics, brands have successfully drilled down customer interests, spending habits, and personal information based on which they  engage those customers with targeted approaches. For instance, at LIp Lab stores across America, customers work with color experts to create their own customized lipstick. Not only can the customers pick their color, scent and finish, but they can also engrave the tube with whatever they want to name their personal shade.

3) Offer sample products – In the beauty industry, nothing works like giving free samples . Customers want to feel, smell, and use products before making a decision. Samples can also be used to get feedback about a new product. Giving samples to all customers might not be a viable option, in which case samples can be sent to select, exclusive customers.

2) Establish a strong brand identity – a strong brand identity is one that appeals to the desired audience. Everything that represents the brand should be aligned with a consistent brand strategy. On-brand content like tutorials and unboxing products on Instagram or Youtube can be extremely helpful. Choosing an appropriate color scheme can also spark the right kind of feelings in customers. For instance, Ulta has defined itself as a one-stop shop for all sorts of beauty products. Honest Beauty markets their brand as clean beauty to appeal to customers who value products that are ethically-sourced.

4) Build a beauty community– As a brand marketing strategy, having a consistent voice on social media is a necessity. Instagram, Twitter, TikTok and facebook are great avenues for promoting beauty products since these platforms are based on imagery. These social media platforms also help build brand communities. Brand communities are groups of loyal customers who identify with a brand, share ideas, and build networks. A tight-knit community increases customer loyalty. For instance, Fenty Beauty features real customers on social media and their website in the section ‘You did that’. The ‘You did that’ client of the month gets free Fenty goodies, a dedicated email feature, and a chance to take over the Instagram stories on  the brand’s account.

5) Collaborate with other brands – Collaborating with spas and hotels can build brand awareness for a beauty brand. With plant-based ingredients taking the world by storm, products like turmeric and coconut oil are being used by beauty brands.  For this reason, quite a few brands are collaborating with farms and agricultural research firms to improve ingredient sustainability and to develop new ingredients.

Ronn Torossian is CEO of 5WPR, a leading beauty PR agency.

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Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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