Beauty & Cosmetics Advertising Agency Digital Marketing

An average cosmetic business should be spending between $36,750 and $73,500 a year on marketing and advertising expenses, or roughly 7.5% – 15% of annual gross revenue. The total amount may be higher if you are in a highly competitive industry, want accelerated growth or your business generates high amounts of revenue during the holiday shopping season. 

Beauty business owners are often heavily involved with the day-to-day operations of their business. Some of the most common challenges for a cosmetic business include: 

1. Market Saturation: The beauty and cosmetics market is saturated with numerous brands and products, making it challenging for new and existing companies to stand out. With the proliferation of indie brands and the dominance of established giants, companies must find a unique value proposition and effective marketing strategies to gain market share.
2. Changing Consumer Preferences: Consumer preferences in the beauty industry can change rapidly. Trends in skincare, makeup, and haircare products can shift quickly, making it essential for companies to stay ahead of the curve and adapt to changing customer demands. This requires constant product innovation and an agile approach to marketing.
3. Regulatory Compliance: Beauty and cosmetics products are subject to strict regulatory requirements, particularly regarding ingredients, labeling, and safety testing. Companies must navigate a complex web of regulations, both domestically and internationally, to ensure their products are compliant. This can be a costly and time-consuming process.
4. E-commerce Competition: The rise of e-commerce and direct-to-consumer (DTC) brands has disrupted traditional retail channels. Beauty companies must now compete not only with other brands but also with online retailers and marketplaces. Building a strong online presence and implementing effective e-commerce strategies are critical for success.
5. Sustainability and Clean Beauty Trends: Increasingly, consumers are seeking clean, sustainable, and eco-friendly beauty products. Beauty companies must respond to this demand by sourcing environmentally responsible ingredients, using eco-friendly packaging, and reducing their carbon footprint. Navigating these sustainability trends while maintaining product effectiveness can be challenging.

Because beauty businesses are so focused on these challenges, it often becomes very efficient to bring in outside experts to help manage and ensure specific tasks are done correctly. Marketing and advertising are two of the most commonly outsourced areas business use because they are so critical to the success of the business. 

Beauty Lead Generation 

Many beauty companies are focused on generating leads. This can include building an internal email list for marketing purposes or generating high value leads that can be quickly contacted to grow revenue. Lead generation typically involves creating a specific incentive, offer or informational guide, then driving prospects to a landing page to collect their information. You can also collect the prospects information on a lead form hosted by the ad platform. Both options can be connected with your CRM or email marketing system so that automatic calls, emails and sms messages are sent directly to your new prospect. If you are looking to help set up lead generation for your [XXXXX] office, please contact the team at AdvertiseMint to discuss your options. 

Increasing Cosmetics Sales 

The most popular of all advertising objectives for cosmetics companies is sales. Increasing revenue is essential for every beauty company to succeed. Many of the ad platforms have new tools that allow you to pass through values for each customer, which means they associate more weight towards the customers spending the most. This allows them to find more customers like your top spenders. If you are looking to help grow your cosmetic products, please contact the team at AdvertiseMint to discuss your options. 

Beauty App Installs

Perfect for any beauty business that has a mobile app. The mobile app objective allows you to run ads either for new app installs or for app events, which are specific events set up inside of your app such as account created, payment method added, or transaction complete. It can also be used to monitor usage inside the app or if users are reaching a certain area. This allows you to display highly targeted ads that are relevant towards each user who sees your ads. The most common types of apps are games, utilities or informational mobile apps. If you are looking to help grow sales or usage from your cosmetics mobile app, please contact the team at AdvertiseMint to discuss your options.  

Cosmetics Local Traffic 

Many cosmetic companies have locations they are looking to drive local foot traffic to. This can be for a special event, promotion, grand opening, or just daily usage. Local ads can be targeted down to a single zip code or a 1 mile radius around a spot on a map. This ensures you can reach the individuals that are located closely to your beauty location and get your ads in front of them. If you are looking to increase foot traffic for your cosmetic location,  please contact the team at AdvertiseMint to discuss your options. 

Beauty Brand Awareness 

As your beauty company grows, it will become essential that you stay ahead of your competition. This is generally done by Brand Awareness campaigns which focus on reaching a wide number of targeted users consistently over a long period of time. This ensures that your beauty company stays at the top of mind for your consumers and they continue to purchase your products and services. If you are looking for ways to increase your Brand Awareness, please contact the team at AdvertiseMint to discuss your options. 

Content marketing is a marketing strategy that involves creating and sharing valuable content with the target audience to attract and retain customers. This can be done through a variety of channels, such as blog posts, articles, infographics, e-books, and social media posts.

Beauty and cosmetics companies can utilize content marketing to boost their advertising efforts in a number of ways. Here are a few examples:

• Create educational content: Beauty and cosmetics companies can create educational content that teaches their target audience about their products and how to use them. This can help build trust and credibility with potential customers and generate leads.
• Share customer testimonials: Beauty and cosmetics companies can share customer testimonials on their website and social media channels. This is a great way to show potential customers that other people are happy with the products, and it can also help to build trust and credibility.
• Run contests and giveaways: Beauty and cosmetics companies can run contests and giveaways to attract new customers and generate excitement around their brand. This is a great way to get people talking about your brand and to generate leads.
• Partner with influencers: Beauty companies can collaborate with influencers to advertise their products to a larger audience and create excitement around their brand.
• Optimize your website for search engines: Beauty and cosmetics companies can improve their website’s search engine optimization by strategically incorporating relevant keywords and phrases throughout the website for potential customers to easily find their site.

The world has changed for cosmetics looking to increase their marketing and advertising efforts using AI. A variety of new tools now enable automation and AI to be used in areas like sales, graphic design, video production, content creation, voiceovers, spokesperson, video creation, blog writing and more. 

The current average cost per click (CPC) on Google ads for the term “Cosmetics Industry” is $ 1.61  and is expected to increase over time. SEO generates you these same clicks from targeted keywords for free. There is tremendous value from SEO as you are able to generate a high volume of traffic for your key business segments, however SEO is a long term investment. Our recommendation is that beauty companies should be willing to plan for 6-12 months of SEO services before expecting to see an increase in results from these efforts. Please know that with SEO, the work is foundational, which means each task builds on top of each other. Each action ads more credibility to your website in the eyes of Google and other search engines. AdvertiseMint only believes in high quality SEO, or long game efforts, when working on building SEO. Most SEO tricks or gimmicks often work for a bit, but later end up hurting your cosmetics company when updates are made to the search engines. The only way to move forward regarding SEO is by doing a lot of the right things, and doing them faster than your competitors. Beauty SEO involves three main areas. The first is onsite optimization, which means the pages of your website contain content and are optimized for the search engines. The second step is to build more topical authority around your business to help Google understand that you are an expert in the cosmetics area. This is done by writing consistent blogs between 500-2000 words on core topics relating to your business. The final area is off site linking, which means other websites on the internet are linking back to your site and using specific anchor text. This can be achieved by public relations, outreach and building relationships with other websites. When these three are done together, the result is that your cosmetics SEO will improve and your organic ranking will start to increase, thus sending more traffic to your website. If you are looking to improve your SEO, please contact AdvertiseMint. 

Yes. Every cosmetic should have email marketing and SMS marketing for their company. Email marketing has continually been proven to be one of the most profitable marketing channels for beauty companies. Email marketing gives you the ability to reach your prospects and customers with specific messaging based on where they are located in your customer journey. These “flows” can be set up so that every person experiences the same informational process regardless of when they join. This ensures your company is communicating 24/7 with the people who are most interested in your beauty services and products. SMS messaging is also becoming a highly profitable way to break through all the noise and reach your most valuable prospects via text message. There are many rules regarding SMS marketing and how to add and remove people from your cosmetics SMS marketing. If you are interested in learning more about how to optimize your Email marketing and SMS marketing for your cosmetics company, AdvertiseMint is here and ready to help. 

Advertising restrictions for beauty businesses can vary depending on the region and the specific products or services being promoted. However, there are several common regulations and restrictions that beauty businesses often encounter:

1. Truth in Advertising: Beauty businesses must ensure that their advertising is truthful and not misleading. This includes accurate representations of product benefits and results. Any claims made in advertisements should be substantiated.
2. Product Labeling: Regulations often require that cosmetics and beauty products have clear and accurate labeling, including ingredient lists, usage instructions, and safety warnings. Advertisements should align with the product labeling.
3. Endorsement and Testimonial Guidelines: If beauty businesses use endorsements or testimonials in their advertising, they must ensure that these are genuine and reflect the typical experience of consumers. Any material connections between endorsers and the business should be disclosed.
4. Health and Safety Claims: Claims related to health or safety, such as sun protection or skincare benefits, may be subject to stricter regulations. These claims should be supported by scientific evidence.
5. Regulation of Specific Ingredients: Some ingredients commonly used in beauty products, such as certain chemicals or pharmaceutical ingredients, may be subject to additional regulations or require approval from regulatory authorities.
6. Advertising to Children: Advertising beauty products to children may be subject to specific restrictions to protect minors from potentially harmful products or unrealistic beauty standards.
7. Comparative Advertising: If beauty businesses compare their products to competitors’ products, they should do so accurately and avoid making false or disparaging statements about competitors.
8. Environmental Claims: Claims related to eco-friendliness, sustainability, or natural ingredients should be substantiated and comply with environmental regulations.
9. Ethical and Cultural Considerations: Advertisements should be sensitive to cultural norms and avoid promoting harmful stereotypes or offensive content. Ethical considerations may also include avoiding animal testing or using cruelty-free labels.

There are several places where you can find examples of cosmetics competitor ads online. Here are the instructions for how to view competitor ads running on Facebook, Google and TikTok ad platforms. 

View Cosmetics Competitor Facebook Ads 

1. Go to Facebook Ad Library 
2. Select the country where the ad appeared. 
3. Select ad category (All, Politics, Housing, Employment, Credit).
4. Search by keyword or advertiser.
5. Review Facebook ads.

View Beauty Competitor Google Ads 

1. Go to Google Ads Keyword Planner
2. Sign into Google Ads.
3. Click ‘Tools and settings’ in the top nav.
4. Click ‘Keyword Planner’ under the ‘Planning’ heading.
5. Click ‘Discover new keywords’
6. Type a relevant keyword into the box.
7. Click ‘Get Results’
8. Review Top of page bid and Google ads. 

View Beauty Competitor TikTok Ads 

1. Go go TikTok Ad Library 
2. Select ad target country 
3. Select ad type.
4. Select ad published date.
5. Enter in the desired keyword or advertiser.
6. Hit search. 
7. Review TikTok ads. 

For most companies, revenue is the KPI (key performance indicator) we monitor when determining if the marketing and advertising efforts are successful. The revenue can be used to determine the ROI or ROAS for your campaigns over a set period of time. ROI (Return on Investment) is calculated by subtracting the initial cost of the investment from the final value, then dividing this new number by the cost of the investment, and finally, multiplying it by 100. ROAS (Return on Ad Spend) is determined by dividing the total revenue by total ad spend for a specific period of time. 

In addition to revenue, other companies may use metrics such as CPL (Cost Per Lead), CPA (Cost per Acquisition) or CPI (Cost per Installs) for mobile apps. Monitoring these costs over time can help understand factors that are increasing or decreasing these numbers. They can be affected by a variety of factors such as landing page optimization, time of the year and competitors. 

For companies interested in branding and spending over $100,000 on advertising, many of the digital ad platforms offer a tool called the brand lift study. This study is used to measure the impact on the perception of your brand when running ads. A brand lift study takes a specific audience and splits it into two groups. The first group is shown your ads over a specific period of time, the second group sees none of your ads. At the end of the study, users who were in both groups are shown a survey by the ad platform. The difference between the first group and the second group is called the brand lift, or the increase of consumer awareness of your brand due to running advertising.