Consumers on the hunt for a convenient way to order cosmetics online have lots of options. Luckily, a solid branding strategy can help distinguish up-and-coming cosmetics companies like yours from the pack. Here are five strategies for branding your online cosmetics stores to drive customer acquisition and conversions.
Hone Your Brand Personality
The internet is a great selling tool because it creates a sense of immediacy. It’s almost as if you get to personally talk to each visitor to your website. However, what are you saying to them, and how? Everything from your brand name to your logo, copy, social media posts and product names conveys your brand personality—so choose wisely. Aim for a consistent brand voice across platforms and media.
For instance, if you specialize in glittery pastel palettes, you want to conjure up whimsy and dreaminess with every interaction. You could represent your brand with an adorable animal avatar, or a cute cartoon mascot. Your tone should be playful; your product names glitzy and fun. If you’re primarily targeting an audience of city-dwelling professionals, you’ll want to emphasize sleekness and sophistication at every turn. Rather than purple and pink, your packaging will likely include shades of black, red and silver. The names of your products may be more elegant and risqué to convey their day-to-night capabilities.
Discover Your Unique Selling Proposition
Why would people choose your cosmetics company over another? That’s a question only your unique selling proposition (USP) can answer. In short, it’s a quick way to convey “what your business stands for.” Businesses trying to be the best in every arena (price, number of products, type of products, order fulfillment, etc.) will just spread themselves too thin. Instead, you need an instantly recognizable attribute as your USP.
Some brands shoot for everyday usefulness. Some aim to be affordable—available at drugstore prices. Yet others mark themselves by their bold, bright designs. Luxury brands exude exclusivity and premium quality. Cruelty-free cosmetics companies eschew animal testing, while brands focused on organic naturals are ultra-conscious about their formulas. When you sell makeup from home, it’s up to you to incorporate a fitting USP into your branding strategy.
Design an Unboxing Experience
In scenario A, your makeup arrives on a customer’s doorstep in an unmarked brown cardboard box. When they lift the flaps, they find a receipt, some bubble wrap and their products. There’s nothing wrong with this experience, but it lacks a certain je ne sais quoi. In scenario B, your customer receives a branded box full of colorful tissue paper, a personalized note and a free miniature sample of highlighter. These extra touches, while seemingly small, bolster your overall brand identity. Bonus: You’ll tap into the unboxing trend in which users record or take photos of themselves opening their packages and showcasing what’s inside.
Develop a Unique Social Media Presence
Your brand personality should carry over into social media. Whether you strike up the tone of the “party friend” or a wise older sister passing on sacred makeup tips, it’s up to you to create a consistent voice and posting style. You should also respond to customers’ questions and comments publicly for extra points in their eyes. After all, one survey found 48 percent of respondents want to buy from socially responsive brands.
Solicit User-Generated Content
The internet makes it impossible for every customer to try every product before they buy. So, what’s the next best thing? Seeing others wear it. Cosmetics brands have found huge success collecting and displaying user-generated content. Create a unique hashtag and ask customers to post their photos and videos across platforms tagging your brand. Voila, you’ve created an instant photo gallery for prospective buyers to peruse. This taps into the immense power of social proof and makes customers want to join in the collective experience.
With these five strategies for branding your online cosmetics store, you’re ready to build a one-of-a-kind makeup empire through your name, product lineup, social media pages and packaging.