1 Industry, 3 Strategies
In a world full of beauty products and an ever-expanding array of options, it takes more than just quality formulations to capture the attention of consumers. The beauty industry, known for its fierce competition and rapidly changing trends, demands innovative strategies that set brands apart in a saturated market.
Let’s dive into the strategies of three distinct beauty companies, each using a uniquely specific approach to not only survive but thrive amidst competitors!
From influencer marketing campaigns to identifiable product development, these companies have strategically carved out their niches, proving that standing out in the beauty landscape requires a blend of creativity, authenticity, and a deep understanding of consumer desires.
We’ll kick things off with everyone’s favorite cream blush queen: Rare Beauty.
One of the most standout qualities of Rare Beauty is the attention to their consumer, and their consistency in tone. Selena Gomez, the Founder of Rare Beauty, is forward facing but not positioned as a beauty expert. Instead, she is framed as someone a consumer can relate to, someone to look up to.
Rare Beauty dives headfirst into internet culture like memes, trending sounds and niche references, being sure to stay relevant as social trends evolve. This method keeps Rare Beauty attainable, relatable and accessible. In a way, their social accounts feel like they are run by a friend or someone just like you.
They utilize a lot of UGC/Influencer content in a very authentic, realistic way that many other brands can’t seem to get quite right. Influencers and creators are chosen more so based on how their personality and character aligns with the brand, rather than choosing them based on aesthetics.
For example, Whitney Simmons partners often with Rare Beauty, speaking candidly on her struggles with mental health and depression. This is the PERFECT collaboration for Rare Beauty because one of the brand’s main content pillars is opening and advocating for conversations of mental health. Even their product names are titled with happy emotions.
It is a brand story from start to finish.
As far as their differentiation between platforms, Instagram is used more so as a storefront- somewhere a consumer can learn more about the product before purchasing. Whereas Tiktok is geared more towards brand awareness and spotlighting UGC.
Now for a brand with more of a professional look and feel: Makeup by Mario.
Everything within this brand has a very clean, professional approach, almost invoking a sterile feel. Different from Selena, Mario is front and center, focusing the majority of their content on education. Mario explains how to use the product, where to use it, what it’s made of, you name it. A clear content pillar of this brand is education, which is why most of the content is put out in tutorial format, or editorial even.
Because Mario is a professional celebrity makeup artist, much of their strategy is geared towards highlighting recognizable faces, which invites the consumer to think “if it’s good enough for ______, then it must be the real deal.” All the while maintaining a very accessible price point, keeping this brand and product top of mind in everyone’s beauty cabinet.
And finally, a brand that thrives through curation and aesthetics: Summer Fridays.
Although the founders are part of the story of summer fridays they are rarely shown on the social media pages. This is because the brand works directly with influencers and creators to reinstill their “it girl” aesthetic.
Summer Fridays has less of an authentic feel, and more of a “She had it so I want it” vibe. Their social platforms are much more put together and “dreamy” perse, because the target audience lies in a mindset of “leveling up” or competing in the big leagues with their favorite influencers.
Think, “Regina George wore army pants and flip flops, so I wore army pants and flip flops.”
Somehow, still, they are able to maintain this effect without the “mean girls” feel. Instead of being “better” than the rest, or being upper echelon, Summer Fridays has set the bar for an accessible product that still feels out of reach.
In today’s day and age, it is rare to be the first of your kind, especially from a marketing standpoint. Many campaigns feel tired, or overdone, forcing companies to come up with unique strategies to captivate the wandering eye. That being said, sometimes new isn’t best. The importance of a marketing strategy adheres to authenticity and audience awareness. Who is your consumer? Where do they hang out? What are they attracted to?
Is it bright, poppy colors with a feminine flair and an eye for trends?
Is it a modern, classic feel coming straight from the hands of one of the most renowned makeup artists?
Or is it the product that that it girl can’t go a day without?
None of these companies are the first of their kind, but in many aspects, they are the best.
As the beauty industry continues to evolve, these three companies serve as beacons of inspiration, reminding us that differentiation is not just a matter of chance but a deliberate and calculated effort. Their diverse strategies, whether it's the embrace of sustainability, the cultivation of community, or the how-to guide to beauty, underline the limitless possibilities within this saturated market. As consumers, we now hold the power to support brands that align with our values and elevate the very essence of beauty. As these companies have shown, the key to longevity and success lies in the ability to adapt, engage, and ultimately create a meaningful connection that transcends cosmetics – a connection that resonates with the deeper aspirations of today's beauty enthusiasts.
XO, TJ Team
