Established audiences are a consistent way for cosmetics brands to ensure their income. However, appealing to new customers requires an understanding of their expectations regarding your products, as well as the ability to showcase your products to them. Of these audiences, Gen Z and the younger generations are a lucrative, expansive, and often hard to understand source of potential new customers.
At Fillcon, our expertise extends beyond the quality cosmetics packaging and samples we supply. In this article, we’ll offer our advice on how you can reach younger audiences with cosmetics, the importance of cosmetics marketing, and how samples can help you win over prospective customers.
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How Do You Reach Younger Audiences with Cosmetics?
Social Media
The primary way younger audiences find new products is through social media. In fact, a study by Bazaarvoice in 2022 found that 70% of shoppers discover products through social media. With the rise of TikTok shop and ecommerce as a whole, this value is likely to only have risen since the survey was conducted.
Popular social media for consumers and advertisers include Facebook, Instagram, Pinterest, and TikTok. They often have strict guidelines as to what adverts can be posted, and reaching your target audience can be difficult – especially with new data protection laws on the way. This doesn’t mean that social media isn’t the solution, however.
Influencers
Popular content creators on various social media platforms have a great deal of influence over their audiences – hence the name “influencers”. Affiliation programs and sponsorships with these influencers work much the same as other sponsorship deals, but appear to come from a more genuine place. This is especially true when you work with influencers that create content on the theme of your products.
Follow Beauty Trends
Being behind on the trends will mean you’re not keeping up with the rapidly changing demands of modern generations. Social media has meant trends and fads come and go at unprecedented rates, so you need to stay on top of these changes to keep your products relevant. There’s nothing worse than a business trying to look “cool” or trendy, only to be following a trend that had died out months before.
Advertise Diversely
Keep your products on the minds of your customers. With so much content on so many different platforms, it can be easy to get lost or forgotten. Having a range of ads including Google Ads, YouTube, and print ads can help you stay relevant. Despite the rise of social media as a marketing tool, these other channels are still a great way to reach fresh audiences.
Tone of Voice
While your visuals are important, your brand identity is more than just what you look like. How you sound is also a key part of differentiating yourself from competitors and appealing to the younger generations. If you sound too stiff or formal, there’ll likely be a disconnect – but go too far with it, and they may not like it just the same. Striking a fine balance with the way you talk can go a long way.
Clean Business Practices
The environment is important for every business, and every consumer. This makes clean business practices a crucial step towards being respected by younger audiences. Samples and storage from Fillcon offer a sustainable solution, with recyclable materials, cheaper & more efficient transportation, and increased longevity for your products leading to less wastage.
Find out more about the eco-friendly cosmetics solutions from Fillcon >
The Importance of Influencers for Cosmetics Marketing
Influencers come with a huge audience base. While this is already a plus, these audiences generally come with the added benefit of having certain identifiable interests. This means you can tailor your selection of influencers to the target audience you’re trying to reach.
Once you’ve found the right influencer to partner with, the benefits just keep on coming. Alongside the easy and natural access to their audience, you can massively reduce the admin required for your marketing by having them speak on your behalf.
The ideal influencer will already be making content related to your product. Not only does this make your ad even more relevant to the interests of their other users, but it helps it to fit organically alongside the other content on their channel.
Having an influencer partnership can eventually lead to brand ambassadors – people who specifically advertise your brand, and use it throughout their lifestyle and content.
Aligning Your Products with Influencers’ Target Audiences
Whichever influencer you end up with, you’ll need a product that appeals to customers. Attractive product packaging that matches their expectations will help increase the interest in your products. You can even use your research on influencers to help inform what types of products, marketing, and visuals are doing well, shifting yours to align with these trends.
You need appealing, customisable, and robust product packaging for your cosmetics to succeed. Contact us today to secure cosmetics packaging that reaffirms your marketing messages.
How to Use Cosmetic Samples to Win Over Gen Z
Cosmetic samples offer a quick look into your products benefits, showing customers whether or not it is something they’d like more of. For cosmetics, this has the added benefits of showing the effect of your products in a real situation, while also allowing users to see if they have any reaction to it.
Since they’re free and can have custom branding, cosmetic samples are a great way to promote your brand. Increasing brand awareness means customers are more likely to think of you when they come to make a purchase – a concept compounded if they already know how great your products from a first-hand experience via a sample.
Appealing visuals go a long way with making your samples stand out, helping to keep you memorable. The marketing channel you choose is also important as it shows you care about customers’ perspectives and opinions.
Free products are a way of getting younger people to interact with your products and brand without pushing them into a purchase. When used as part of an influencer promotion, either through free sample sachets or full product giveaways, this gives an engaging way for new customers to try out your cosmetics as part of a community.
Once a customer has used a sample, they’re more likely to come back for a number of reasons – both due to seeing the success of your product, and through the psychology of product sampling.
Find out how cosmetics samples work to influence consumer behaviour >
Cosmetic Sampling Solutions from Fillcon
Reaching Gen Z and younger audiences on the platforms they use, through a relevant voice they find familiar, is the best way to ensure your cosmetics are being marketed to the right people. Repeat business comes from a satisfied or intrigued customer, and the quality cosmetic samples from Fillcon help you achieve that,
Get in touch today! We fill all types of cosmetics, and supply sample sachets for orders of 10,000 or more, providing you with your entire cosmetics packaging solution.
Create an appealing product with our personalisation and branding tips for cosmetics samples >
Expand your reach using our cosmetic sample distribution strategies for the UK market >
