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November 18, 2022
October 17, 2023

Cosmetic branding strategy: Building a brand in the beauty industry

Rangan Das

Cosmetic branding strategy: Building a brand in the beauty industry

November 18, 2022
October 17, 2023
Rangan Das


When it comes to cosmetic branding, one thing that you need to understand is that consumers do not just want your products. They want lit-from-within, spotless, and beautiful skin without any effort. Consumers do not want to buy a ton of products; they want simple routines with minimal effort and they expect fast results. However, that is not always the case and hence branding becomes a crucial part of your success as a cosmetic brand. 

You must take your cosmetics marketing seriously if you want to succeed in the beauty industry. The competition is even tougher if you want to dropship skincare products.

By 2030, it is anticipated that the global market for skincare products will bring in revenue worth $1196.2 billion. There will be many companies competing for market share.

This article on marketing strategies for cosmetics companies will help you understand what makes up cosmetic marketing and how you can brand your cosmetics for success in the market. 

What is cosmetics branding?

Cosmetics branding is similar to any other form of branding in the market. When it comes to branding your business, you need to know a few basics. Here is a brief primer. 

  • The brand: Your brand is how people perceive your company. It generally involves the emotions of customers for your company. For instance, customers may feel that your brand caters to a certain demographic, or they may feel that it is a brand that makes state-of-the-art products. 
  • The branding: Brand is a noun and branding is a verb. It is the process of giving shape to your brand through marketing efforts. This includes how you engage with your customers, how you market your products, and who you consider being your potential customers. 
  • The brand identity: The brand identity is the element through which consumers can recognize your brand. This includes the brand logo, the slogan, the color schemes associated with the brand, and so on. 

To build a successful brand, your understanding of these three elements is crucial. Let’s take an out-of-the-box example here. Consider Apple. When consumers talk about Apple as a brand, they perceive Apple as a company that makes premium consumer electronic products. The brand is associated with sophistication, luxury, and status. Now, Apple maintains this branding through its marketing efforts, product launches, customer interactions, and so on. They have built up that brand identity through their minimalist logo, the simple and sophisticated design language of products, and their premium services that are often priced higher than the competition. 

The same applies to cosmetics. When you create a cosmetics brand you need to understand how you want to position the brand in the market, who you are marketing to, and the approach that you will take. For instance, look at the following images. 

Dr. Jart+ (left) and The Ordinary (right). Source: Sephora

Both brands are in the same space but have completely different approaches to building their brand identity. The brand on the left uses bright and warm colors to project a sense of liveliness whereas the brand on the right uses clean and monochromatic designs to show a sense of purity. Here, the brands have different brand identities. 

What do you need for a cosmetics brand?

You might be tempted to start the cosmetics branding process right away now that you are familiar with the fundamentals. This makes sense because you are eager to launch your company and your products onto the market.

However, there are a few important points you must address before you begin building your brand if you want it to truly stand out and effectively reach your ideal beauty customer.

Your identity

You need to introduce yourself to the market before you expect your audience to interact with you. You should understand your brand and the industry you are in as a founder. Your understanding of your cosmetic brand and its product must be precise and clear. Use a concise and original phrase to describe the core values of your brand, such as "sustainable," "bold," "royal," or "innovative."

Your values

Make a thorough outline of your beauty brand, including its principles, goals, essence, and prospects. Describe these to your audience through your marketing collaterals. The mission and values of your company unite all of the stakeholders under a single umbrella. Your company needs a unique purpose and an inspirational touch in addition to excellent beauty items to stand out from the competition. For instance, eco-friendly cosmetics contain only natural ingredients and use sustainable packaging options to ensure a better future.

Your ideal buyer

According to a popular saying, knowing your customer base means winning half the battle. Therefore, when creating a beauty brand, you must ensure that it appeals to your target market. You are aiming in the dark if you are in a pickle and don't know who your target market is. Therefore, identify your ideal client and how you can fulfill their needs before starting the branding cycle. You need to start by creating a buyer persona. It will be of great assistance to you in developing a branding strategy and forming beneficial partnerships with niche market clients.

Your competition

The cosmetics industry is filled with a ton of brands. You will face fierce competition as a new brand. Therefore, it's crucial to understand your rivals and how to outwit them. Give your audience compelling justifications; what can you provide that distinguishes you from your rivals? Know your strengths and your competitors' weaknesses and create a creative plan that highlights the uniqueness of your brand. 

Creating the branding elements

With a thorough understanding of the goals, principles, unique selling points, and target market of your cosmetic brand, you can now move to the next step. The following step is to combine the building block of your brand to create your distinct brand identity. Designing your branding strategy with the aid of essential branding components is a time-consuming procedure. However, if done properly, it guarantees the success of the brand. Here are the different components that you need to properly build a brand. 

T.W.O Beauty Logo and color palette. Source: https://www.behance.net/gallery/84767781/TWO-Beauty


The logo serves as the visual signature of your cosmetics branding. It is the public face of your cosmetics company. A logo is the essence of a company since it gives your beauty brand a clear meaning and succinctly communicates what it does. Create a logo that is simple, easily recognizable, and incorporates some original ideas to instantly catch the audience's attention.


Using attractive fonts that are precisely positioned with the brand essence gives the impression of pure embodiment. Additionally, it evokes emotions in the audience and leaves a lasting effect on their mind. For the branding of cosmetics, the font style should be attractive, representing the calm of materialistic allure, particularly from a female perspective.

Color palette

Color is an essential part of branding. It is responsible for the audience's innate thoughts, feelings, and sentiments regarding the brand. In daily life, color strongly influences how people feel. For example, the color white symbolizes tranquility, green represents nature, purple is regal or aristocratic, and the color maroon suggests beauty or inventiveness. Decide on the ideal color to represent your beauty brand. The choice of color should align with the core values of your company. You can use a color extractor to get the exact Pantone color code and simplify collaboration with the design team. 

Brand voice

Telling what your audience wants to hear is the fundamental tenet of branding. Your beauty firm can reach a new level by having a strong brand voice that ensures consistency with the consumer experience and perception.

Online presence

In this digital age, consumers enjoy interacting with brands online since it feels liberating and convenient for everyone involved. A strong online presence is an essential part of beauty marketing as it expands the audience and provides an engaging experience. Create a business website, boost your online visibility, and use emails or newsletters to reach out to your audience. Make sure the distinct image of your cosmetic brand is reflected in your online presence.

Additional resources

Branding components comprise everything your company uses to communicate with target markets, including your tagline, brand positioning, tone, visuals, shape, packaging design, business cards, and more. All these elements should convey the core of your brand consistently to elicit favorable feedback from your target audience. Integrated cosmetics branding gives your mission momentum and attracts the attention of your ideal client. By utilizing an Artwork Management solution, integrated with a Brand compliance tool, it becomes easier to develop such additional assets.

Leveraging social media

You must establish a social media presence for your brand if you want your beauty brand to be successful. While every social media platform has a value of its own, YouTube and Instagram are the most significant for cosmetic firms. They are both visual platforms that host most of the industry's content.

Develop consistent content with a focus on YouTube and Instagram. This can include how-to videos, product unboxings, and Q&As about using your products.

Additionally, you ought to have a strategy for collaborating with beauty influencers. Getting an influencer with a comparable following to support your business might help you reach your target market and sell more of your goods. Here is how you can leverage social media and influencer marketing for your brand. 

Make a personal connection

Brands may send several messages to influencers. They won't be interested in a generic message. Make your message personalized if you want an influencer to collaborate with you. Create a tailored message that explains why your brand is the ideal fit for their channel and their audience, demonstrating to them that you understand who they are and what they stand for.

Focus on smaller influencers

It can be challenging to get a well-known beauty influencer to promote your brand, especially when you're initially starting. In most cases, influencer marketing can get too expensive. Luckily, a successful influencer marketing campaign does not require a big name. 

Micro-influencers have smaller audiences, but those audiences are much more engaged. Relationships with them can provide far more value for your money. Micro-influencers are also more productive per engagement than bigger influencers.

Provide proper training

If you want any influencer collaborations to advance your business, then you need to focus on educating the influencer properly. When you collaborate with influencers, be sure to invest time in informing and training them about your products, including application tips, important components, and what makes each product special. 

Create a brand style guide

Cosmetics brands are all about style, so creating a brand style guide will help connect everything and make it feel cohesive.

Your brand style guide is a single document that contains all the important details about your cosmetics branding, including your brand color palette, the various container designs, and the dos and don'ts of your social media brand voice.

Nerd Skincare Branding Guide by Basic Agency. Source: https://www.basicagency.com/case-studies/nerd-skincare-branding

This document contains information like the brand story, its mission and values, brand voice, and design guides. The design guide further includes logos, iconography and typography, color palette, imagery, appropriate use of every content, and so on. 

Closing thoughts

With all the ingredients in place, building a successful brand becomes effortless. It simply becomes an act of following through with a work plan. As a player in the cosmetics market, you need to learn to be both consistent and flexible. 

Your audience must have a consistent experience with your brand whenever and however they come into contact with it. Your website, social media platforms, influencer connections, packaging, product quality, and logo all need to reflect your brand consistently. Each component of your brand should be in line with a unified brand strategy.

Simultaneously, you also need to be flexible. You need to be adaptable enough to pivot and modify your cosmetics branding approach in response to changes in the beauty business, your customers, or other factors.

Building and maintaining a cosmetic brand requires a collaborative effort from multiple teams & an effective brand asset management software. Check out this state-of-the-art collaborative design solution.

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