Ten marketing tips to “glow up” your vegan skincare brand.

Posted by Anya Sleezer << back to blog

Last Updated on January 30, 2023

We’ve talked a lot about vegan marketing and why our work on vegan brands isn’t just a business decision; it’s personal.

But when people think vegan, they usually think “food” first and “clothing” second. Veganism is so much more (don’t get us started), and is currently making big inroads into the cosmetic industry.

More and more makeup buyers are shunning chemical-based beauty products for natural ones. Even if a chemical-based cosmetic product isn’t tested on animals, more consumers are choosing natural, vegan options instead. That’s a good thing. Now’s the time to reach these consumers with the vegan cosmetic products they want, and you can provide.

Want your vegan cosmetic brand to be as beautiful as your products? Here are ten marketing tips to “glow up” your vegan skincare brand.

Target and segment audiences

Start here. As the old saying goes: “If you aim at nothing, you’ll hit it everytime.” The beauty market is large and diverse, but don’t be intimidated; just make it smaller. Identify your target audience(s) to develop an effective promotion and communication strategy. Seek out your specific customer’s unsatisfied needs and wants, and create promotion and messaging strategies around them.

Create brand evangelizers

No, you don’t have to spend millions you don’t have on celebrity endorsments. Instead, create brand evangelizers from people who are already in your corner. For example, CeraVe uses Dermatologists to advocate for their vegan-based products. Influencers on social media sites like TikTok and Instagram can also give you the cutting edge against your competition. Your brand evangelizer doesn’t need a million followers; they just need the right followers for your products. Start with the vegan influencers who you personally follow and reach out to them. The worse that can happen is they say “no,” though they’re more receptive than you may realize. After all, creating influence is what they do for a living.

Speaking of social media…

Promote on social

Despite the noise and clutter, social media remains the most popular platform in today’s digital age. Social media advertising techniques have evolved, so it’s not enough to just “have a Facebook.” Study up on trends (or talk to us) to find the approach that best fits your brand and goals.

“Wow” with WOM

Word-of-mouth marketing is the most effective there is, especially in the beauty industry. Testimonials offer an unbiased view that consumers feel they can trust. A 4/5 star review that rings true is more valuable than a glowing endorsement that sounds phony. So if customers love your brand (or at least really like it) get their permission to share their testimonial. Best part? It’s free.

Make your brand shine

Suprising literally no one, the beauty industry likes pretty things, whether that’s through graphic design, stunning photography, or using models. Vegan cosmetic marketing is no different. This isn’t being dishonest. Your brand does make people look and feel like their best self, so make sure your visuals reflect that.

Create great content

Stop us if you’ve heard this before: “Content is king.” As much as we love marketing, most people don’t like being sold to. The solution? Create compelling content that doesn’t feel like marketing, but still provides useful information about your vegan beauty brand. Ideas include ‘how to’ blogs about your product, or even videos about the vegan lifestyle in general and not your specific product.

Listen on social

Social listening is an underrated but incredibly important tool in reinforcing brand image. What is it? Just like it sounds: Monitor what people are saying about your brand online. This can include social, Amazon, and review forums. While you’re at it, listen in on what people are saying about your competitors. You can bet your blush your competitors are listening about you.

Analyze trends

Pay attention to what’s going on, both at a meta-level (cosmetic and vegan brands in general), and a micro-level (vegan cosmetic brands specifically). This can help you spot opportunities others might miss, and inspire your overarching brand and marketing strategy. However, while you should analyze trends, don’t follow the herd. If everybody is doing the same thing, that could be a sign you should switch it up.

Collaborate

Put another way: “If I scratch your back, you’ll scratch mine.” Find a similar, but different brand and form a mutally beneficial partnership. For example, the Polish natural cosmetic brand Alba1913 provides free cosmetics to a hotel chain for their spa sessions. Alba1913 doesn’t look at it as giving away free products; it’s cheap advertising. They get exposure to a wider audience and the hotel chain gets to enhance their guests’ experience. Win win.

Stand for something and shout about it

People are choosy about the beauty products they use. So what makes you, well, you? This goes beyond product differentiations (though those are important too), but goes to a deeper, more fundamental level: What do you believe in? Vegan consumers like to support brands who support their values, so make sure yours are front and center.

Whether it’s vegan food, skincare, fashion, supplements, cleaning supplies, or beauty, we can help with your authentic cause-based branding and marketing.

Level up your vegan skincare brand — or any brand — with Levo, the best SEO and digital marketing company in Tulsa.

Be conscious about vegan conscientious consumers

Now more than ever, customers care less about your brand value — and more about your brand’s values. We call these people conscientious consumers, and engaging them isn’t easy or intuitive. Let Levo show you how! Visit our page: An Introduction To Vegan Conscientious Consumerism and download our free guide.

Anya Sleezer

Anya Sleezer is the owner of Levo, a full–service marketing agency, focused on helping companies from all industries who are concerned with their marketing results, traffic, branding, advertising, or websites.

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