How to Competitively Market Organic Skin Care Products
So you’ve discovered a new all-organic cosmetic formulation that exfoliates, deodorizes, and moisturizes skin. After years of perfecting your product, getting it tested for safety and efficacy, and having it approved by the FDA; you’re ready to put it out there for the general public to use. Here’s the good news: the beauty and wellness market has been steadily skyrocketing; fueled by people who are more conscious about their looks. What’s more; many of these same consumers are actively seeking out natural and organic solutions for all of their cosmetic and skincare needs. Part of the reason for this is that a large part of their constituents are of the younger set: A recent Forbes article dated September 9, 2018 attributes this to a “generational shift” of younger buyers eschewing the products that their parents used in favor of sourcing more “locally-made, natural, and artisanal” products (Kestenbaum, 2018).
Now that you’ve established that there may be a potential target market for your product; how do you let them know about it? Your eMarketing Concepts team would like to give you some suggestions about maximizing your organic skincare product’s visibility and desirability:
Don’t go for the “feels”, go for the truth – when devising your marketing campaign; avoid playing on your target market’s feelings with an emotional appeal: instead, use simple language and tell them how your product is made, where the materials are sourced from, and possibly how this product promotes sustainability, environment-friendliness, and fair trade. These factual, authentic stories are more important to them than making an emotional impact.
Make an effort to get your product into physical stores – More often than not, the people who want your product will make an effort to seek it out. However, you should also make an effort to reach potential customers who don’t purchase items online. Store promos, product demonstrations and the like will help more people to find out about your skincare product. Better still, you could try to get the store to carry your item (which may require a lot of work, but is definitely worth it in the long run).
Explain and Educate Customers – Producing organic skincare products requires a lot of familiarization with specialized terms such as “non-comedogenic “, “hypoallergenic”, and “Cruelty-free”. These terms are obviously brand benefits; and must be explained in easy-to-understand language. Don’t make your explanations read like a science textbook. Often these brand benefits also help explain why your product is natural and organic, so use these terms to your advantage.
Try to create promotions and discount programs or events to price your product competitively – Yes; we know that the cost of manufacturing organic skincare products is more expensive than that of traditional synthetic chemical cosmetics: the costs of getting the necessary certifications and things like FDA approval make competitive pricing difficult. You could offer discounts to people who introduce your product to a friend, or offer bulk discounts and special event pricing promos.
Harness the power of the internet – Create a website for your skincare product; as well as a few social media accounts to give it an online presence. Create instructional videos that help users get the most out of your product and its features. Utilize co-marketing efforts by tapping influencers to make some noise about your product (one tactic is to give samples in exchange for an honest review). Create a blog and some Press Releases to generate some online buzz for your product.
Marketing your organic skincare product may seem tricky at first, but with a few well-directed efforts, you can generate a fair amount of interest and market visibility that will offer customers an alternative to the glut of synthetic skincare solutions currently out there.
Do you need help with your organic skincare product’s Digital Marketing? eMarketing Concepts can help you with a full range of services that will create an online presence for your company and product and allow you to reap the benefits of the internet’s wide reach and accessibility. We offer Content Creation, Paid Searches, Search Engine Optimization, Social Media Marketing, Web Development, and Video Marketing. Contact us online for your Digital Marketing Needs, for any inquiries you may have, or for more information.