The beauty industry is a force to be reckoned with. Growing at an annual rate of 6%, it’s projected to be a $590 billion market by 2028, according to McKinsey & Company. While this presents immense opportunities, it’s underscored by a significant challenge: standing out in a crowded, ever-evolving market.
How do beauty brands stay relevant in an industry that’s both highly lucrative and fiercely competitive? By shifting their approach—moving away from outdated messaging and embracing a new, customer-centric ethos.
From "Should Be" to "Could Be"
Traditionally, beauty marketing has revolved around telling people who they should be—what "perfect" looks like, how they can achieve it, and why they need your product to get there. But today's consumers reject rigid standards and one-size-fits-all ideals. They’re looking for products and brands that empower them to express themselves, not conform to someone else’s vision.
To thrive, brands must focus on helping customers achieve what they want to be. It’s not about dictating an identity but showcasing all the possibilities they could explore with your product. Your role is to enhance their journey, not dictate its destination.
How to Shift Your Brand’s Focus
Empower Your Audience Through Representation: Your customers are your best ambassadors. Think of them as mini employees & treat them as such! Highlight real users—people who embody diverse identities, styles, and definitions of beauty. User-generated content and authentic testimonials are powerful tools that show how your products adapt to individual needs, reinforcing the message that beauty is personal.
Incorporate Customer Voices in Product Development: Develop products with direct input from your customers. Engage them through surveys, feedback sessions, and social media to learn what they truly want. Whether it’s cleaner ingredients, better shade ranges, or multifunctional formulas, creating with your audience ensures your offerings meet their evolving expectations.
Celebrate Diversity in Marketing Campaigns: Use your customer! They are your brand, not the identity you had to present to the board for approval. Make them feel seen and valued, and in doing so, you’ll cultivate loyalty and trust.
Highlight Versatility: Show how your products cater to a variety of styles and needs. Instead of focusing on a single "look," demonstrate how your offerings can fit into different lifestyles, from minimalistic to bold and artistic.
The New Landscape of Beauty
As the beauty industry grows, so do consumer expectations. Staying relevant means evolving with your audience, not chasing trends but creating meaningful connections. The brands that win in this $590 billion market will be those that empower their customers to explore, express, and embrace their unique versions of beauty.
Shift the narrative. Embrace the "could be."
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