Beauty Marketing and CoolSculpting Marketing in 2019: What You Need to Know
Marketing efforts for beauty, health, and wellness have evolved to attract a large audience. With shifting demographics and a new wave of millennials and iGens focused more on health and wellness, the field of prospects for beauty marketing as well as the multi-faceted cosmetic market is at an all-time high. For instance, in 2018, a CDC study showed that nearly half of Americans are attempting to lose weight or have attempted to lose weight within the past 12 months; women more so than men. This statistic, coupled with advancements in CoolSculpting, should create a renewed sense of urgency for businesses engaged in Coolsculpting – it’s definitely time to review and refine your overall marketing practices!
Obviously, early in a new year is a prime time for businesses in the health, wellness, beauty industries to attract their target customers, but what’s new in marketing for 2019 that we haven’t seen? Serendipit provides the scoop on what to look for in 2019.
Strategized Digital Marketing
As markets grow over time, they eventually become saturated, and in turn, competition for the same pool of clients intensifies. When CoolSculpting was introduced in 2008, it was a gamechanger, so of course, people flocked to try out the cool new technology for fat removal. Today, competition in CoolSculpting has grown to the point where running general ads in beauty marketing or wellness marketing no longer drive the same traffic as before.
So what is strategized digital marketing? It means putting together a strategic, innovative mix of social media advertising and relevant content to drive SEM (search engine marketing), which will break down into different forms such as organic SEO (search engine optimization) and PPC (pay-per-click). In reality, any discussion of SEM and SEO has enough information and insights to become its own book, but if you’d like to dive deeper, here’s a link to some of our previous content on the importance of SEO.
In 2019, people rely heavily on search engines like Google for information, which they access through an astonishing range of devices. Good SEO is critical to your business appearing at or near the top of the Google results page whenever people are searching for information about CoolSculpting, beauty, cosmetic, and/or wellness services in your market area. Getting in front of the audience early in the decision-making process, and then educating them about Coolsculpting can help create a preference for your company over your competitors. While it may seem daunting, it’s not impossible to do on your own. However, we recommend reaching out to marketing/digital marketing agencies that can help you drive leads and win customers.
Speak With Customers, Not AT Them
Wellness marketing today revolves around what consumers perceive wellness to be. As such, it’s important to understand the shift in wellness: what was once “you are healthy and not sick” has transformed to “you are healthy holistically — spiritually, physically, and emotionally.” This is a high-level insight. While consumers may not be consciously thinking it, this holistic definition of wellness is becoming the driving force behind consumer decisions.
Beauty marketing in 2019 is not about telling customers what they want; instead, it’s listening to what they’re saying and speaking with them – not at them. All wellness marketing should be centered around listening to what consumers have to say. Rather than saying “look at me — I know the most about cosmetics or beauty”, reorient your business to say “As the consumer, YOU know what you want. We’re professionals with the knowledge, tools, and resources to assist you along the way.” Empower customers and prospects in your CoolSculpting marketing messages or general beauty marketing messages, and you’ll be able to attract an audience of people who want to listen to you.
All-in-One Beauty Experiences
Customers looking to spend on themselves in the name of beauty are looking for a package deal, not only in beauty but health, wellness, contentment… you name it! So when it comes to cosmetic markets in 2019, it’s important for your brand to communicate to customers and prospects that they’re not going to be spending gobs of money on small changes. Reassure and reinforce the customer by repositioning your services as investing money back into themselves — their bodies, their minds, and their spirits. If your business is providing premium experiences, be sure that your marketing reflects this factor and is targeted towards the right audience demographics.
The all-in-one beauty experience must also revolve around the customer, and answer their need. In other words, customers want to feel personally cared for by the brands they choose to spend money on. Consider the two questions:
“What’s the most popular product out there?”
“What do you think would be best for me?”
Obviously, selling centered around more personal terms will be more effective and specific to what the prospect is looking for, so make sure every brand engagement is on point. One important consideration is the branding for your business. Logos, slogans/taglines and color schemes also tell a story, so make sure yours is telling the right one. Outbound marketing and brand messages, no matter the delivery platform, should share helpful information with your customers. Go beyond what your business does for them and the ways your business can help them. Demonstrate how you can tailor offerings to them. That’s where establishing brand personas become vital. (WE SHOULD HAVE A CONTENT LINK FOR THIS)
Be Truthful in Your Beauty Marketing Messages
This one sounds straightforward because it is. Wellness marketing is all about helping and supporting customers on their wellness journey — regardless of whether or not that involves you. You cannot be all things to all people, so don’t try to win over every customer, or you’ll risk damaging your brand reputation when you inevitably fail to live up to someone’s expectations.
For instance, imagine a vegetarian being served up ads for a butcher shop. It’s a waste of everyone’s time and money as well as a potentially risky move that could result in negative reviews or a PR crisis. In contrast, if you’re a general makeup shop matched with a person looking for specialized, tailored makeup, your offerings may or may not be what they’re looking for, and that’s okay. You’re keeping your brand identity intact while safeguarding it from mislabels and missteps.
Figure out what your brand offers and where you are best positioned in the marketplace – as a basic, mid-range or premium service provider. Be realistic with customers, so they can make an informed decision about your offerings and whether or not they meet their needs. If and/or when the customer decides that you are their best choice, you have the opportunity to delight them with your expertise. Knock it out of the park.
The Final Word on Your Marketing
Wellness marketing is ever-evolving. While there’s a place for cosmetic marketing efforts to promise life-changing changes, it’s better to be honest in all of your marketing – you’re far more likely to make customers happy. When your brand makes customers happy, it’s transforming them into potential repeat customers, referral makers, and brand ambassadors. Win/win.
Have questions about how you can win your beauty marketing and/or CoolSculpting marketing? Call on Serendipit — the CoolSculpting marketing experts!