Proven Strategies to Grow your Skincare Line
According to Statista, “The global skin care market is projected to increase from 181.2 billion dollars in 2023 to over 210 billion by 2028.” So if you’re looking to grow your skincare line, it makes sense you want to get in on the action. However, the skincare business is extremely competitive. As a brand designer, I understand how the right strategies can make your skincare brand thrive. This guide will walk you through some of the proven methods to grow your skincare business and reach your target audience.
The global skin care market is projected to increase from 181.2 billion dollars in 2023 to over 210 billion by 2028.
– Statista
Your Guide to Business Growth
Research the Market
Before expanding your skincare line, you need to conduct thorough market research. This step helps identify who you sell to, what businesses are selling similar products, and what the industry trends are.
Ask yourself:
Pro Tip: Don’t use focus groups and surveys which can be expensive, misleading, and are often biased or scrutinize case studies, white papers, and research reports which can be very complex and are often outdated. It’s much more effective to focus on your audience, competitor analysis, and market gaps & trends.
If you want to learn more about how to conduct market research, I recommend watching the video “How To Do Market Research (Market Research 101)” by Adam Erhart, a marketing strategist with over 10 years of experience.
Create a Unique Selling Proposition (USP)
Your Unique Selling Proposition (USP) is explains why your skincare line is different from others. It’s what makes your products stand out against your competitors. Creating a USP will help you have impactful brand messaging and attract customers who resonate with your values.
Questions like these will help you craft a USP:
Some examples could be highlighting an ingredient in your skincare that has proven benefits, or how you customize products to each individual skin type. Be sure to use your USP in your branding, packaging, and marketing materials.
Create a Brand Strategy
According to Harvard Business Review, companies with clearly defined brand strategies may experience a 10-20% increase in revenue. Developing a detailed brand strategy is the road map for your skincare businesses growth.
Your Brand Strategy Should Consider:
Having a clear brand strategy creates a strategic approach to growing your skincare line. It ensures every decision aligns with your business goals and helps set you apart in a competitive industry.
Comply with all Regulations
The skincare industry is quite regulated, and compliance with the FDA is not an option. Your skincare line will have to comply with the regulations through proper labels and packaging of the product. Your ingredients should be safe, appropriately labeled, and following Good Manufacturing Practices (GMP) in every step of production. Compliance with regulations means protection from legal problems and creates trust among your customers.
Use High-Quality Ingredients
Your ingredients will either make or break your skincare line. The consumer of today is more conscious than ever before about what goes on their skin, so you want to source high-quality, safe, and ethically produced ingredients. Work with suppliers of good repute who will be willing and able to document the quality, origin, and safety of ingredients. If natural, organic, or vegan ingredients align with your values, consider incorporating them into your brand.
Pro Tip: Never be afraid to show the world where you source your ingredients, your customers will value your transparency. It builds confidence and helps reinforce the quality of your products.
Branding and Packaging
The branding and packaging for your skincare line will be what draws in your customers, and because of that, it’s worth an investment into professional design services. These visuals should communicate your identity and truly speak to your target audience.
Consider:
A person should see your product and think, “This is exactly what I have been looking for!” Good branding and packaging will provoke that emotional response in your customers the moment they see your product on the shelf.
Click to learn more about the preteen skincare brand I designed, Isla Skincare.
Have an Online Presence
A businesses online presence can include their website, social media, blogs, memberships, and more. So honestly ask yourself the question, how easy is it for someone to find my skincare business online? Today, no one can survive without having an online presence. Have a very user-friendly website showcasing your products, your story of brands, and customer testimonials. Make social media accounts on Instagram, Facebook, or TikTok and connect with your audience by sharing skincare education and building a community.
Pro Tip: Add high-quality visuals and even videos to better explain how your products will benefit your customers. When you create engaging content, you can develop credibility and begin to build trust with potential customers.
Market Strategically
By developing an effective marketing strategy your business will reach your target audience and therefore increase sales. Online and offline marketing strategies include, but are not limited to, the following:
By developing a marketing strategy that serves your target audience, your marketing campaign will have the maximum impact.
Provide Quality Customer Service
Exceptional customer service makes your one-time buyer a loyal customer. Always get back to inquiries in time, address the issues concerned in a proper manner, and always try to exceed the customer’s expectation. Consider implementing a customer loyalty program as a way of rewarding repeat buyers.
Offer Product Samples
Your skincare line can effectively reach more people through offering product samples. A sample allows a person to use your product without the commitment of purchasing the full size. Psychologists call this the “foot-in-the-door,” a persuasion tactic of making small requests before asking a larger request (Psychologist World). Essentially, your customer is more willing to pay for the full size product once they have fallen in love with the trial version.
Network and Connect
Networking and collaboration can open doors for your skincare line. Attend industry events, join online skincare communities, and reach out to other entrepreneurs in your industry. Collaborations like partnering with influencers or other skincare brands can extend your reach and expand the visibility of your brand.
Invest in Design Experts
The steps above will help grow your skincare line and reach your target audience. However, as you’ve been reading, you may have realized your current visuals aren’t aligning with where your business is going. It’s finally time to elevate your brand’s identity and attract those ideal customers. Blu Rose Design offers the professional design services your skincare line has been needing.
Please fill out a contact form so we can build a brand identity together that stands out against your competitors, resonates with your audience, and sells more of your products.