A home facial with dermatology-grade technology in the comfort of our sofa? Sign us up! The market for at-home devices is projected to expand by 20.4 percent until 2030, creating an exciting chance for beauty companies to grow their business and revenue.
Who is buying these gadgets? It’s a majority female, with people in their late teens through 50+ who desire to look after themselves and their appearance. It’s a viable option for those who want to get results but don’t want to undergo costly in-office treatments or surgeries. Scalpels down, credit cards up. Let’s discuss ways to market these devices based on recommendations coming from Power Digital’s Beauty Division:
Marketing Considerations for Capturing Demand
As more beauty companies become involved in the device business as they do, their marketing strategy will evolve with it. Beauty devices at home are priced a lot more when compared to products for beauty. Therefore, you should be ready for a longer research window. The customer experience, the message, and the design should be designed to provide content and direction to make a case and convince. Here are the Power Digital Beauty Division recommendations when it concerns marketing on devices:
Educational Content
Make sure you are in the process of educating your audience on how to use the device. Create engaging how-to-videos designed explicitly for social consumption. Get into an aspirational vibe to recreate the dream spa experience at your home.
Before-Afters
Realizing the results is one of the most potent ways to influence a customer to buy something. Run real-life but visible before-afters as part of the paid social media creative mix to convince your audience that your device is efficient and meeting its USPs. Don’t show anyone with flawless skin but genuine skin with proven results.
Driving Credibility With Creators
Engage with skincare and beauty-related creators and influencers who can increase word-of-mouth with testimonials, assist in educating consumers on the products and highlight the advantages your product offers. Create a platform for creators and influencers to create narratives to better connect with their followers for authentic and genuine content.
Use TikTok as a Search Engine
Ensure you work with beauty experts such as dermatologists to ensure your device is at the top of the list when users seek reviews or the answers to the query “Does device X work?”
Break the Cost Down and Talk About It
You might consider providing buy now/pay later or installment payments (Klarnaor Afterpay) and leading this type of messaging through mid-funnel marketing campaigns to make customers more comfortable near the brink of buying.
Leverage Press Across Channels to Build Social Proof
Once you have secured your press mentions on other channels, boost your confidence and grow. For example, using articles as content for paid search ads could increase the click-through rate (CTR). Regarding paid social, press-oriented creative could achieve a 40% more click-through rate and a 25% higher engagement rate than branded product advertisements. Make use of influencers when promoting your PR campaign to increase social proof. Increase social proof through SMS or email by showcasing recent coverage in the press; capitalize upon 90% of open rates and 30% CTR via SMS.
Are you in need of help with marketing for beauty? We’ve got you covered to help you. The Power Digital Beauty division is focused on the growth of grooming, beauty, and wellness companies by delivering effective marketing and communications strategies to provide a 360-degree approach.