Massive advertising strategy in the cosmetics industry!

A large customer base is a prerequisite for the rapid development of the industry. At present, makeup has basically become a normal part of people’s lives. With this trend of increasing demand, the development of the industry is bound to be rapid. This is also a test for businesses. So how can we gain more benefits under this circumstance? We must have our own potential customer base. Only when our potential customers increase can we increase our share of transactions. Today I will share with you how the cosmetics industry can quickly attract traffic through massive advertising .

1. Product Analysis

Color cosmetics are different from beauty makeup. Color cosmetics are mainly used to cover up blemishes, modify imperfections, and highlight personal facial features. Compared with cosmetics for moisturizing and removing acne, most of these products are used by women.

Age: Cosmetics are generally used by younger women. Because of different generations, values ​​are also different. Generally, people born in the 80s, 90s, and 00s pay more attention to it, so the age of the target group can basically be locked between 18-40 years old.

In terms of keywords: Women aged 18-40 may be more concerned about concealer, whitening, allergies, foundation, eye makeup, etc. The basic situation is already understood, so we can set the account delivery information according to the characteristics of potential customers.

2. Basic Account Settings

Promotional media: We chose Tik Tok, Tik Tok Volcano, and Xigua Video, not only because Tik Tok has the largest traffic, but mainly because cosmetics ads are generally best promoted through videos and gain fans the fastest.

Promotion period: The time is generally from 10:00 to 13:00 in the morning and from 20:00 to 23:00 in the evening when traffic is relatively large. Of course, in the early stage, the time period can be appropriately relaxed to conduct a period of testing, and the best promotion period can be set based on the test data.

Delivery method: If you have not done it before, it is recommended to launch a large-scale delivery for testing, and then conduct regular delivery after analyzing the data. The disadvantage is that the cost of large-scale delivery is generally higher than that of regular delivery.

Age options: 18-23, 24-30, 31-40

For other basic settings, you can refer to the actual situation for delivery. The following mainly shares the target audience

3. Delivery-Crowd Targeting

In terms of crowd targeting, the crowds searching for makeup efficacy, beauty makeup, skin care efficacy, beauty makeup price positioning, etc., which are all related to beauty makeup, must be checked. We can also relax the conditions for targeting other aspects of the crowd and add more targeting to avoid the situation of no traffic. We can slowly conduct tests later.

For example, you can check the relevant population tags such as people searching for luxury goods, people purchasing clothing and accessories, and people predicting spending power to conduct a relevant test.

Conduct a population analysis based on 3-7 day traffic trends, effective cost and other data, and then adjust the population.

4. Targeting - Tik Tok influencers

In the case of TikTok influencers, ads under the program will be targeted to people who have the same behaviors as the account’s followers. This type of targeting is basically quite accurate. First, advertisers need to find some Douyin accounts with more fans and better responses, and then directly add the account in the Douyin expert options.

Another point is the classification of experts. For example, if you check the fashion category, you will directly select all people under this big category. The traffic is large but not very accurate.

In actual operation, we can choose large categories and then select some Douyin influencer accounts with relatively large traffic for precise delivery.

5. Video Creativity

In the cosmetics industry, the most important thing is actually the creativity of the video. A good idea is particularly important. So how do we create a creative makeup video?

1. Amazing price

Price is actually a focus that many people pay attention to. At this time, we can focus on launching various activities and benefits, such as selling multiple popular product sets, buy one get one free, half price for the second piece, etc. to attract users to browse.

In terms of videos, you need to use brief texts to highlight the benefit information so that people can see the content at the first time, giving users a feeling of mall promotion and that they are making a profit by buying. In addition to the text of the benefit information, it is also best to give users some guarantees in the video, such as refund guarantees, naturalness, non-allergenicness, quality, etc. This will also make users feel more at ease.

2. Celebrity and Internet Celebrity Effect

Many users’ consumption is blindly following the crowd, especially the same style as a certain celebrity, so we can also choose to add these elements when making videos. (Using the image of a celebrity is an infringement of copyright. You can look for celebrities to collaborate with yourself. If the conditions are not met, you can look for some internet celebrities). With celebrities and internet celebrities, the clicks will be very high, especially for some internet celebrity groups with large traffic at the time.

Even though we have influencers like these, we can’t just directly put up advertisements. It would be better if we had some selfies or videos of celebrities and influencers after using the product, briefly introducing the product to give users a sense of authenticity and credibility.

At the same time, add a coupon to get ** yuan off at the end of the video, a discount of ** yuan on purchases now, add a public account or mini program to get ** yuan off, or give away small gifts, the effect will be better.

3. Field Testing

In fact, it is very easy to see the effect of the quality of cosmetics products. This is also the most common video idea, which can directly show the effect of product use, which is similar to the effect of live broadcast. Now many live broadcasts selling cosmetics are broadcast by the anchor directly trying out the products, demonstrating the effects and then letting everyone buy them.

We can also adopt this approach when producing creative videos on makeup. For example, if we are selling concealer, we can directly let people with scars on their faces use the product, and then edit the clips and upload them. However, in the first few seconds of the video, it is best to upload the image of what you will see after trying the product. After all, the impression made in the first few seconds is very important.

4. Makeup tutorial

In addition to the above three creative directions, there is also a type of creative video teaching. The above three tend to lead to direct transactions, but the effect of teaching beauty videos may be faster.

Teaching creative videos are relatively simple, which is about how to use makeup to achieve better results. Of course, this is not as simple as just finding a makeup video. Creative videos need to use their own products for teaching, and the products can be introduced while teaching.

For example, when teaching how to apply lipstick, we can briefly introduce what lipstick to use, the color number, the effect, etc. during the teaching process, but the time should not be too long, otherwise it will put the cart before the horse and reduce the effect.

5. Character Image

The image of the person appearing on screen is very important. Not only men like beautiful women, women like them too. All characters appearing on the screen must be relatively good-looking, of course this is when the characters appear as a whole.

Generally speaking, any creative video will be fine as long as it features the upper body of a character. For example, for lipstick products, you can focus on the lips, and then slowly let the character appear from the lips, giving people a feeling of moving from near to far.

6. Title

We can also start with these four aspects in terms of title: price, advantages, recommendations, and simplicity.

1. Price

As for the price, needless to say, we can directly and concisely explain our price advantage. For example: [Buy one get one free] Super easy-to-use primer, moisturizing and concealing, no powder sticking, limited time special offer~

2. Advantages

In terms of advantages, you can simply explain the product advantages, for example: [Best-selling flawless liquid foundation] covers blemishes and brightens, moisturizing and not sticky!

3. Recommend

In terms of recommendations, this can be a product recommended by a celebrity or internet celebrity with the celebrity or internet celebrity’s name. If it is a larger brand, you can directly use the brand name. For example: the loose powder recommended by Wei Ya controls oil and sets makeup, lasts long, and is super easy to use.

4. Ease of use

Simplicity is a trend nowadays. After all, not many people know how to put on makeup. Most people learn from friends or by watching videos, so the makeup products they buy must be as simple as possible. For example, the title is: Super easy to use concealer, quick makeup, one touch to cover concealer, easily done!

If you do all of the above, you can basically target the corresponding fan groups directly, and the final number of views or transactions will increase to a certain extent. Of course, the effect of the delivery still requires a data analysis, and you must always be prepared to make adjustments and maintain the account plan. After all, the market is constantly changing, and only by following the development can you avoid being eliminated.