Beauty brands have transformed how they market their products in favor of more natural and inclusive standards. Today’s top beauty brands are leading the way by emphasizing clean products and personalized beauty. Brands like Kim Kardashian’s Skkn are among the biggest [and newest] names in the industry.
Here are details about how top beauty brands like Sknn have evolved their marketing strategies in recent years.
Skkn + Clean Beauty Brands: Promoting Health and Sustainability in Their Marketing Strategies
The last two decades have seen a substantial cultural swing toward healthy lifestyles and sustainability. As a result, the general public is more conscious of long-term health and environmental impacts caused by products and habits. In addition, many industries have responded with various green initiatives and pushed toward more health-conscious practices. The beauty industry is no exception to this. As a result, clean beauty brands have begun to dominate the beauty landscape.
What does it mean to be a “clean beauty brand,” you might ask? The “clean” label can mean a couple of different things. First, it means an emphasis on sustainable products and practices. This applies to makeup products themselves, as well as packaging and manufacturing. For example, one of the initiatives behind Kim Kardashian’s new line of beauty products, Skkn, is an emphasis on sustainability. The Skkn brand uses reusable, refillable packaging made from eco-friendly materials for its products.
Skkn also puts a focus on using sustainable ingredients in all of its products. Sustainability has become a significant selling point for consumers in the beauty industry. Many customers are more willing to support companies that share their concerns over environmental protection.
Being a clean beauty brand also means using ingredients that promote overall skin health and well-being. “Beauty” is no longer simply about looking good but also about feeling good and being healthy. These beauty brands satisfy the new demand for more beneficial products by eliminating all harmful ingredients.
Beauty Brands Restructuring Their Message from The Inside Out
The shift toward cleaner beauty products has been influenced by a push for sustainability. The beauty industry has a greater emphasis on health and well-being. This shift has seen many beauty brands embrace more inclusivity in their marketing strategies. Top beauty brands today emphasize celebrating everybody’s natural beauty.
Across the industry, many top brands have moved away from overly-glamorous and processed images to market their products. Instead of photoshopped pictures of supermodels, beauty brands opt for unprocessed photos of ordinary people using their products. The idea behind this marketing shift is about celebrating beauty everywhere rather than making it a concept to aspire to. As a result, consumers are turning to beauty products to be uplifted, which is reflected in changing marketing strategies within the industry.
Inclusivity in the Beauty Industry is Just Smart Marketing
Inclusivity is also at the forefront of the evolution of marketing strategies for beauty brands. Another primary emphasis behind Skkn’s beauty line is to provide skin care for “all skin types.” Beauty brands are marketing products for all skin tones, textures, and body types. This affects the products they sell and the marketing images they use.
The message of many new beauty marketing campaigns is that beauty is for everyone. An overall shift toward “customizable” beauty has marked this unique moment for the industry.
Beauty brands have shifted their marketing strategy toward messages of empowerment, inclusivity, and well-being. They are not the only ones to have adopted new philosophies in their marketing in recent years. But the shift in beauty marketing highlights how industries can adapt and evolve to changing market demands.
Want to learn more about how beauty brands are thriving in different ways? Check out this article from Web Content Development about Glossier and how they came to dominate the digital marketing space. And if you want to learn more about how we can help your brand develop its marketing strategy, don’t hesitate to contact us!