Cosmetics Marketing Strategy: What To Learn For Your Promotion?

When people see cosmetics and skincare brands, they collectively give off an elegant charm from their displays to their promotions. It’s an irresistible appeal, especially to their target market. So, we sat down and inspect the promotions of two brands that caught our attention for an insight into the cosmetics marketing strategy. Here’s everything we learned with more case studies below!

Cosmetics Marketing Strategy: Petrizzio and OGX Beauty

Our team spotted these promotions in a supermarket in Chile which made us stop and ponder for a moment about their similarities as well as the many things any brand across industries can learn from the cosmetics marketing strategy.

To start off, OGX Beauty is a hair care brand established by a hairstylist with the aim to inspire people of all ages and walks of life to care for their hair.

As the “Marca Premium N°1 En Estados Unidos” or “The #1 Premium Brand in The United States,” they utilise ingredients such as coconut and argan oil. In this promotion, they included a variety of anti-frizz combs as GWP merchandise.

Meanwhile, Petrizzio is a beauty and personal care brand with over 70 years of experience in the industry. They offer a wide range of products from hair care to make-up and perfumes.

They’re currently offering a “Rutina Facial Diaria” or “Daily Face Routine” gift set that includes Micellar Water and Collagen and Omega 6 cream along with a branded headband for a better face routine without stray hairs covering the face.

What Can We Learn from these Cosmetics Marketing Ideas?

1. Appealing Gift Sets

The appeal of gift sets t its consumers is that it saves them the time and the effort to round up their needed products. This is especially great for skin care and cosmetics brands that require consumers to use more than one product for a daily routine.

By bundling them up, people get to purchase all these products in a single purchase which usually costs less than the other way around. For brands, it’s beneficial because it means consumers will heavily consider your gift set against your competitors.

2. Well-designed Product Packaging

At first glance, this is something immediately evident to every passing shopper. The product packaging of both brands is designed according to their product and brand colours. Therefore, it is easy for customers to differentiate them from the other brands. This is important since you want your brand to have an identity of its own that your customers can easily recall when triggered.

Both brands made sure their product packaging is also well-designed to let consumers know what they will be getting at their purchase. Petrizzio did it through a cut-out window and OGX Beauty used detailed images on its packaging.

Additionally, in Petrizzio’s cases for having a cut-out window, they also ensure the products will be placed and displayed well through a transparent plastic mould that holds the products secure and in place.

3. Valuable GWP Merch

As we can see, the brands did not use just any product for their GWP merchandise. They choose branded items that complement their products and meet the needs of their market. The headband makes sure no stray hair will hinder a daily face routine while the anti-frizz comb is a great addition for people who care for their hair and scalp.

While it may seem small, they enhance the experience that customers will have with the products without having to additional costs at purchase. It’s a small addition to the cosmetics marketing strategy that benefits both the consumers and the brands.

4. Range in Offers

Despite essentially being the same thing and providing the same function, OGX Beauty’s variety in anti-frizz comb made every purchase a different experience. Adding variety to your promotional products also widens your reach to different audiences and increases brand awareness.

5. Length of Availability

Gift sets are promotions that normally last for a specific length of time or until stocks last. It adds a rush factor for consumers since it may not be there the next time they go, enticing impulse for more purchases.

For instance, Petrizzio’s gift set is available at a 15% discount for a limited time.

See more compelling cosmetics marketing strategies from other brands:

An Italian cosmetics brand, Wycon Cosmetic, gave away free gift set with every purchase worth RM113 to RM200 in partnership with a Malaysian mall, Sunway Pyramid.

IDC Institute Beauty And Skincare offered a wide range of cosmetic gift sets to their customers ensuring there is something for someone’s skin and beauty care needs!

An iconic global fashion brand, Armani, gave us a sample of why they’re a long-standing trusted brand through this cosmetic POS display design that we simply couldn’t resist looking at!

Vivian Gray is a great example of well-designed product packaging that makes it visually impossible to ignore while making it enticing to purchase and bring home. Check out more here:

FCUK certainly made its mark in history for its witty brand abbreviation to its various promotion, one of which is this custom wash bag that its market can get as a free gift with purchase. Find more details here:

To Sum It All Up,

The cosmetics marketing strategy is to take special care of their chosen promotional products and the product packaging that will introduce their brand to their consumers at first glance. This way, the shoppers will be able to differentiate them from other brands while also guiding their eyes to the product they want to highlight.

It’s a marketing strategy that ODM can definitely help you with! We have our own creative team, Mindsparkz, who can design your promotional merchandise and product packaging based on your marketing needs. We also have sustainable marketing options through eco-friendly materials such as bamboo packaging, moulded pulp and more! Contact us today!

The ODM Group is a promotional product company established in 2003. Our decades of experience in the industry made us experts in the customisation of promotional items and POS displays. For more merchandise ideas you can use in your promotions, we have a magazine with 8,000+ articles for you!

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