Beauty brands, perhaps more than anyone else, must know how to impress their clients in a visual manner. Today we’re looking at some of the most important aspects of beauty branding with examples to learn from.
You might think that expensive ads with world-famous supermodels are the only way to make it big in the beauty industry. Well, you’re wrong. In fact, two thirds of marketers say that social listening is a crucial trend in 2020. This means responding to your customers’ needs and finding solutions to their problems.
At the end of the day, as a successful brand, it’s not about getting them to whip out the credit card. Your goal is to create a connection with your customers, a bond that will outlast any single purchase. It’s like going in for a manicure or pedicure, and always getting the same shade of nail polish: when it comes to makeup, most people are creatures of habit and it’s these habits and lasting relationships that you should try to build with your customers.
Here are some branding elements that you should take notice of if you want to create a great beauty brand.
Timeless beauty logo
Your logo is the face of your company and something that people immediately associate with your beauty brands. Although there’s an endless number of clever ways that you can represent beauty products in your logo, in this industry, simplicity can be a fantastic choice. Let’s look at some examples.
This gorgeous wordmark would easily be confused with a high fashion logotype if the beauty products weren’t as well known. The gorgeous custom lettering is both elegant and unique; each letter has strokes of different widths.
If your company sells a wide range of beauty products, then going with a simple, elegant wordmark is advisable. Beauty products packaging ranges in size quite a bit (just compare mascara with body lotions), and you’ll see that your logo will have to look good in a number of different sizes.
This gothic typeface perfectly matches the TV personality Katherine Von Drachenberg, the creator of this vegan and cruelty-free line of beauty products.
It’s a very different typeface that Estee Lauder’s elegant sans serif, but fits perfectly with the brand aesthetic and, again, as a wordmark makes a great choice for cosmetics packaging.
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Cosmetics packaging that tempts clients
Many big brand names including Bobbi Brown and Mac are known for minimalistic packaging, often black and white featuring just the brand logo.
While you might have to get a little more creative than that starting out, it’s important to remember that good branding means coherence. Don’t opt for one color palette for body care and a completely different one for hair styling products. Keep your brand image present in every piece of packaging design.
We said that it might not be enough to copy Mac’s simplistic packaging design, but this doesn’t mean minimalism is off-limits. On the contrary, it can be an absolutely perfect choice for your brand, you just need to make it your own.
In a world where sustainability and organic cosmetics are becoming increasingly popular, what’s inside your moisturizer or hair care oil is even more important than what’s on the packaging. Aesop tapped into this trend with this simple packaging that includes labels that contain all the ingredients of each of their beauty products. The rest of the packaging is simple: usually glass or recycled plastic. But the choice of palette and typography is wonderful and really draws you in to read about the contents of your skincare products (I can recite the contents of my Aesop moisturizer and toner in the middle of the night by now).
Minimalistic packaging used by big brands like Bobbi Brown or Anastasia Beverly Hills are great as they deliver that sense of surprise (especially when you open a brand new eyeshadow set or a glow kit with a bronzer, highlighter and concealer).
Colourpop takes a different approach with this gorgeous packaging that perfectly matches the color palette found inside the box.
Tarte has an amazing modern packaging design, that’s rather colorful but helps to enforce a very strong brand identity with its signature color palette. The great thing about their packaging design is that it’s quite diverse, but still helping to enforce their brand image.
As an example, we can compare the packaging design for this concealer and makeup remover. The first has a sleek, modern design with a pattern they use for many of their products (like mascara and lip gloss), while the latter has a more intricate design inspired by nature. Although the company is vegan and cruelty-free, exuding a sense of cleanliness is particularly important on a product like makeup remover, which is why this packaging is such a good choice. Of course, you can see the signature purple on both products.
Beauty websites for a great shopping experience
As a beauty brand, you’ll probably do a lot of online commerce (even more so in recent times), and you might think that a simple online store with all that you have to offer will suffice. Well, not exactly. As a beauty brand, your aim is to be the go-to place for your customers, for everything beauty-related, whether it’s special cleansers, highlighters and foundation in the perfect shade or something as simple as hair conditioners… you want to cover it all!
And if your actual line of products doesn’t cover all of that, not to worry. Your website is a great platform to start a discussion about all beauty topics and, who knows, maybe some time down the line you might start producing a line of beauty products that you never thought of.
Spending hours at a makeup store with your friends, looking for the perfect shade of eyeshadow can be a lot of fun, but sadly this might be one of the pleasures to give up in the covid era.
Sephora has had quite an established e-commerce business even before, with people buying anything from hairspray to flat irons, but they’ve now updated their offer with even more coupons, gift cards and the like, all of which are redeemable online. They also have great options like reserve online, pick up in-store, or use your store points to support community initiatives.
Big brands usually have a very long list of products, ranging from nail polish to intricate gift sets with all the makeup essentials.
Bite beauty takes a different approach as their line only includes complexion and lip care products. It’s a dream come true for people who like to keep their makeup minimal with just some foundation and a bold lip gloss perhaps.
Another great thing about this brand is that it’s nature-inspired, and uses all-natural ingredients for their makeup. Oh, and I highly recommend you check out the shade finder section on their website that will help you pick the right type and shade of foundation for your skin.
With a name like this, you’d expect the beauty brand to be cruelty free and environmentally conscious. Bareminerals is all of those things, but their website gives an even better insight into their brand’s commitment to specific social issues.
Apart from lengthy statements on their commitment to clean cosmetics, you can also find interesting campaigns like #IAmOriginal that celebrates diversity and their Power of Good Fund which supports women in various ways, including supporting women’s entrepreneurship and education and supporting gender equality initiatives.
Marketing ideas for beauty brands
Social media is without any doubt the most important marketing channel for beauty brands. Another great way to get people interested is by getting people to promote your brand. You might not be at the level of Anastasia Beverly Hills sponsoring RuPaul’s Drag Race, but approaching a beauty influencer can be a great way to lift your brand off the ground.
Of course, there are tons of creative ways to make your brand a success. Here are just a few clever marketing examples to take notes from.
NYX Face Awards
This beauty company owned by L’Oreal is a brilliant example of utilizing social media. Instead of paid advertising with influencers, they organize a competition for beauty vloggers called Face Awards.
The finalists and eventual winners are decided by the audience, and of course, this means a surge of new followers for their social media channels.
Birchbox digital magazine
Most beauty brand websites will just be a very detailed list of products, split into the appropriate categories like skincare, hair care, or makeup.
Content marketing is an integral part of any contemporary marketing strategy, and if you want to stand out in this respect, Birchbox is certainly a brand to learn from. Their online magazine has heaps of cool content, including beauty tips and even creative articles that aren’t just about promoting their own products, like this one: “How Lancome Eyeliner Inspired Me As I Entered Motherhood”.
Fenty: focus on product and customer
If you have Rhianna behind your brand, you might suspect slapping her name on the box would sell anything from dry shampoo to body oil. But creating a strong brand is more than piggyback riding on someone else’s (or even your own) fame outside the beauty industry.
Fenty is a great example of beauty brand marketing, from their engaging social media channels which include sharing popular memes on Twitter and sharing selfies of their customers wearing Fenty makeup. Fenty was initially launched in 2017 through an exclusively digital campaign and to this day the brand is a testament to the importance of how important the online space is for modern beauty brands.
Another marketing takeaway from Fenty’s example is to focus on your most important products. Although the brand now has a long line of products, Fenty is still primarily centered around skincare. And for good reason! The brand’s mission was to diversify their offer with 40 (now 50) shades of foundation to fit each individual skin tone. Although there are other products in-store now, the brand is still primarily focused on skincare, with a growing selection of products like eye cream and facemasks.
If you’re a cosmetics retailer or beauty brand CEO, we hope this short guide gave you plenty of ideas on how to build your brand for contemporary audiences. Focusing on your customers’ needs and general wellness (whether it’s using natural ingredients or diversifying your products to fit prospective customers from different backgrounds) is always a good idea that you should try and reflect throughout your branding.
Of course, as always, should you need anything designed, from beauty products packaging to social media graphics, ManyPixels is here to help! Make sure to check out our help center for all FAQs or book a live demo to learn more about the service.