Beauty Branding Essentials: 3 Things You Need to Know

Competition for brands in the beauty industry is ruthless. With thousands of similar products on the market, it can be difficult to stand out from such a busy crowd. After all, why should consumers buy from you when your product is probably already available to them from elsewhere?

Creating a beauty product is more than just creating a product that works. If you want it to sell, it has to be the first thing that catches your eye in a shop or online. How do I achieve this, you ask? It’s all about your brand. From your image, to your values, and your customer service, it all plays a key part when it comes to selling your products and finding loyal customers.

So, let’s delve into all the essential things you need to build a successful beauty brand.

Define Your Image

The key to perfecting your image is to stick to the rules while being distinct. Sounds contradictory doesn't it? Let’s split this up into 3 to make it easier to follow.

Logo

Your logo is the initial point of identification. It’s the symbol that allows everyone, not just your customers, to recognise your brand as soon as it catches their eye. It’s a good idea to make this appealing and memorable.

Typography

Your brand should adopt a specific typography and use this consistently, whether this may be on the logo itself, the website, or on social media posts.

The type of font you use can send a strong message about your brand. For example, Estée Lauder’s luxurious and sophisticated reputation has been popular for over 70 years now and the logo supports this in two ways.

Firstly, the monogram is made up of an E and L overlapping in a curly, creative font. Secondly, Estée Lauder’s well-known wordmark is capitalised in a sans-serif font. Both logos convey elegance and luxury to uphold the reputation of the long-standing brand.

Alternatively if your brand isn’t known for its sophistication, the font may differ to something more ‘funky’. Urban Decay utilises this well in their logo. It’s unique to them and gives an edgy vibe which positively matches their brand.

Colour Palette

We all know that colours have a strong impact on our emotions and are instantly recognised worldwide. For example, most of us would associate the colour red with ‘stop’ and green with ‘go’.

A large part of a brand’s image comes down to its colours. Again, colours are usually used consistently across a brand’s board for instant recognition.

So depending on what kind of products you sell and what reputation you want to uphold, you’ll want to consider the colours of your brand. For example, if all your products are vegan, you might want to incorporate lots of green.

Or if your products are prestigious, you might want to work shades of purple or dark blue to create a sense of royalty.

Perfect Packaging

Your product packaging is more important than you may think. It’s so much more than just a box which protects your product.

It’s the first thing people see as they walk down the store aisle or as the postman delivers to their door. It really is everything when it comes to making a good first impression.

Here are some questions to consider about your packaging:

• Is it strong?
• Is it eye-catching?
• What does it look like?
• What’s the quality like?
• Does it match your products?

Let’s say you saw some packaging with paw prints on. You’d immediately expect the product inside to be pet related. The same rules apply when it comes to designing the packaging of your beauty product. You’ll want it to be on brand with the product inside.

It’s time to shine like never before in the beauty industry, so you need to think about whether or not your product is going to catch your ideal customer's eye as they scan the shop shelves.

What about those online orders too? Living in a digital world, you’ll get around 75% of your customers online now (if you have a good website or social media, that is). With health and beauty eCommerce sales estimated to grow by 77% between 2021 and 2026 (Ascential), the need for online shopping is certainly still very much in demand.

So, you’ll need to consider the packaging your online customers will receive with their order. Will this be a basic, brown box? Or will you splash out and create that immediate positive impact on your customer.

If you need some product packaging, get in touch with us today. We’d love to help!

Customer Connections

So now we’ve discussed creating a good first impression, let’s talk about why your beauty brand needs a strong customer connection.

Imagine you walked into a shop and asked the shop assistant a question, just to be spoken to with a bad attitude and major eye rolls. You’d probably be taken aback initially, right? They certainly wouldn’t be creating a positive image for themselves and you’d always remember how uncomfortable (and probably angry) they made you feel.

Building a positive connection with your customers is key. Customers love to be listened to. Ensuring your team is on hand to answer any questions or help them with any queries is vital to creating that strong connection with them.

That’s how you create loyal customers. When their experience with you is pleasant from the get-go, they’re more likely to come back to you again in the future.

So, think about what you want to be remembered for (hint: not the brand that rolls their eyes when a customer needs help).

You can even take your customer connections a step further through the power of social media. Did you know that people are more likely to engage with people over brands? That’s because people trust people. Faceless brands aren’t relatable! Incorporating user-generated content or influencers into your strategy could work wonders to create believable relationships with the products you have on offer.

Final Thoughts

Brand image, quality packaging and creating positive customer connections are all essential factors to building a brand in the beauty industry. You’ll want your brand to be memorable for the right reasons, so creating that eye-catching, positive first impression is vital.

Do you want to build loyal customers through your brand image? Don’t be shy, get in touch with us at info@pagecreative.co.uk or 01268 271858.