Social Media Marketing Strategies for Beauty Brands

Go-to Social Media Strategies for Beauty Industry Marketing + Examples

Social media insights for the beauty industry are reshaping the dynamics of the competitive commercial space. The beauty

Have you ever wondered how social media have helped many famous beauty brands to skyrocket? It’s true that beauty industry marketing relies heavily on social media strategies to drive conversions, find influencers to collaborate with, and increase brand awareness.

Well, you don’t have to wonder anymore.

In this post, we will unravel the secrets of the beauty industry’s social media marketing. And we’ll show you how to leverage social media monitoring to outshine the competition and boost your beauty business.

Updated on 28.02.2023

 Table of Contents

Social Media Marketing Strategies for the Beauty Industry

You know, today’s beauty brands must be constantly connected with their audience to keep them engaged. You should create relevant and enjoyable social media content to drive massive awareness and good conversion.

Social media can be your ally in organically growing your brand online. Let’s see together how.

#1 Create a Beauty Community

Social media is great for two-way communication that engages customers. The continuous interactions taking place between the users increase credibility and build trust.

It succeeds in creating a buzz around the brand and forms a community. Social media monitoring assists you in building a community of followers by tracking all your brand mentions and making sure that you won’t miss out on any conversations about your products.

Let’s go back to the Glossier example. The brand learned what resonates with skincare and beauty enthusiasts through social media monitoring. Emily Weiss, the founder of Glossier, leveraged social media insights to bring up her own product line into the market. And yes, the investment paid off well!

The brand used its endless knowledge to educate its customers when they asked questions. This way, Glossier helped the customers achieve their goals of skincare and beauty routines.

Furthermore, you can start educating your consumers to build your own community of loyal followers. You can start sorting out consumers’ common questions with the help of social media insights. Then, you’ll repurpose them in an informative how-to post.

#2 Find the Right Channel and Promote Yourself

Socially savvy customers check their social media feeds every day to have a look at what’s new. They scroll through videos, testimonials, photos, and many more.

Most customers discover new brands and products via the content posted on social media. This is how they keep an eye on the current beauty industry trends.

That’s why beauty brands need to stay connected with them and address their needs. Consider different social media channels as people gravitate to them for different purposes.

For example, Pinterest is best for DIYs, Instagram for fashion updates, Twitter for the latest news, and so on.

So, beauty brands should be able to track their performance on different platforms to pick which ones fit best into their social marketing strategy.

For instance, Elf Cosmetics picked TikTok to launch the memorable #EyesLipsFace campaign a couple of years ago. It simply asked people to tag videos with #EyesLipsFace. It was a huge success as it fetched over 1.2 billion views!

Elf Cosmetics' TikTok Campaign Example

Source: Adweek

#3 Engage with the Audience

Engagement is also one of the most crucial factors of success on social media. But, it’s not easy for brands to engage with people there.

From IG Live to polling your followers, it takes a lot to engage with your audience. Here social media monitoring plays a significant role to know what people want to see.

Thus, you can create interesting content for your audience to interact with. And to trigger your audience to connect with your brand on a personal level.

Also, this is a good reason for reposting popular UGC (user-generated content) and creating branded hashtags for your social media campaigns.

#4 Drive Anticipation and Create Buzz

Social media can definitely help you drive anticipation and create a buzz about your beauty brand.

Begin with sharing details about new products on social media through photos, videos, and reels.

Post Example_MAC Cosmetics

Source: Instagram

It’s a strategic choice to let your customers know about every single release to drive anticipation.

Also, beauty lovers share content and information with their friends. That increases the chances of them sharing reviews of your products and creating word of mouth. Trust us, this is a great way to build excitement and drive action!

#5 Enhance User Experience

You might have seen people trying swatches of different products on their hands.

However, with the growth of the beauty e-commerce market, some experiences are missed. Testing the “swatches” is one of them.

So, taking photos of different swatches and posting them on social media give customers a complete idea about the product.

Social Media Marketing Beauty Industry Example_Pat MacGrath

Source: Instagram

Taking note of the issue, Pat McGrath Labs addressed it by sharing swatches when the product is launched. In addition, the brand has Labs.TV, with repurposed clips from Instagram to guide their shopper community.

Now you know 5 basic social media paths you can follow to enhance the social media presence of your beauty brand. In this difficult endeavor, social media monitoring can come handy.

Keep reading to find out how it helps you understand where you stand today. And evaluate the results of your future efforts.

3 Successful Examples of Beauty Industry Marketing on Social Media 

There are so many great examples of brands that prove the effectiveness of social media in the cosmetic industry. We could safely say that Instagram and TikTok are the main beauty social media channels. There you can find endless content for skincare, haircare, makeup, and more!

Take the example of the following 3 beauty brands that are smashing the social media game, although they follow very different strategies.

1- NYX Cosmetics 

NYX Cosmetics is a top-tier example of how a beauty brand can grow organically via social media.

Since its beginning, the brand continues to invest in its social accounts by creating content that promotes not only its products but also inclusivity and diversity in the beauty industry. Thus, NYX Cosmetics has built a strong community in social media, with millions of fans and great engagement rates.

Beauty Industry Marketing Example_NYX Cosmetics

Source: Instagram

Key elements of its social media strategy are amazing video content, lots of user-generated content that is being promoted via the official brand accounts, giveaways, and most importantly, micro-influencer marketing.

So, NYX Cosmetics has created a strong connection with its audience. Plus, it always keeps up with beauty industry marketing trends on social.

2- Kylie Cosmetics

We shall admit that Kylie Jenner is a social media beauty genius! Her beauty line, Kylie Cosmetics is actual proof of how TV celebrities can dominate the cosmetic industry, not only as influencers but also as entrepreneurs.

Kylie Jenner launched her beauty brand in the middle ‘10s. And now it counts almost 30 million followers on its official Instagram page alone.

Beauty Industry Marketing Example_Kylie Cosmetics

Source: Instagram

Although Kylie Cosmetics maintains official brand accounts on social, Kylie Jenner clearly understands the power of personal branding as a winning social media strategy. So, she promotes her beauty products via her — very popular — personal profiles, to increase their awareness, but without overdoing it.

Kylie Jenner’s strong personal brand coupled with promotion by her celebrity friends is the ultimate social media strategy of Kylie Cosmetics. And guarantees that this brand isn’t going to need paid ads any time soon.

3- Glossier

Glossier stands in total contrast with the other two examples we analyzed above. It’s neither about affordable professional makeup like NYX Cosmetics, nor celebrity-embraced beauty products like Kylie Cosmetics.

Glossier is ideal for women who want to let their natural beauty shine. Following this particular brand identity, Glossier doesn’t invest in popular beauty influencers to promote its products.

It chooses user-generated content from everyday women who actually use its products in real life, without being pretentious. Or it prefers smaller creators, such as nano-influencers.

Post Example_Glossier

Source: Instagram

Glossier’s social media channels feel fresh. Unlike other beauty brands, it has more diverse content, from relatable memes to fun videos. That’s how this brand has succeeded to build a strong community and stay consistent with its brand identity online.

So, all three brands are using completely different strategies for social media marketing. This means that there are many paths leading to social media success for beauty brands.

Benefits of Social Media Monitoring for the Beauty Industry

Social media monitoring is essential for beauty brands. The insights that you can get will help you strengthen your social media presence.

For example, social media monitoring can help you create better marketing campaigns to increase your brand awareness by showing you which hashtags are performing better.

But that’s not the only thing that it can do for your beauty brand. Let’s see together some key areas where it can help you.

1- Identify the Right Buyer Persona for Your Products

If your brand is in the early stages, social media monitoring can help you analyze the different audiences of your social media channels.

That way you’ll extract meaningful information about their preferences, habits, and demographics. This info will be helpful to create your detailed buyer personas and improve your marketing targeting.

2- Discover Social Media Marketing Trends for Beauty Industry 

A social listening software can help you analyze trending posts and hashtags to decide whether you should jump on the bandwagon as well.

Also, you can discover trending topics and monitor specific keywords to keep up with what’s latest in the beauty sphere.

3- Competitor Analysis  

You should leverage a social media monitoring tool to keep track of your competition and spot any new additions in your niche.

The beauty industry is forever evolving and a very competitive space. So, you should always be on the lookout for new competitors.

4- Collect Customer Queries 

You can keep track of potential customer queries by monitoring relevant keywords.

For example, if your products are vegan, you can monitor for “vegan cosmetics” and see all posts and comments from people looking for vegan cosmetics and engage with them.

That will help you address them better and provide a practical solution, by promoting your vegan beauty product line.

5-  Spot Where the Maximum Traffic or Engagement is Coming from

Social media monitoring tools can provide you with insights into your performance in different social networks to understand where you do best and where you need to improve.

By tracking branded and campaign hashtags, brand mentions, and keywords you can see the impact of your social campaigns.

Also, by analyzing the sentiments surrounding the buzz you create on social, you can get feedback for your content.

As you see, social media monitoring fuels beauty industry marketing with invaluable insights for better strategic planning.

We go a bit deeper into this matter below. Scroll down!

How to Strengthen Your Social Media Presence with Social Listening

It’s not easy to conduct social media monitoring and listening for your beauty brand. That’s due to the abundance of consumer data online. After all, it is a much-hyped sector, like FMCG and travel.

Here trends change constantly and things can turn very challenging in such a volatile market. Gathering and analyzing data to draw meaningful conclusions is difficult.

However, from branding to advertising, social listening is fundamental to tracking performance, evaluating results, and planning ahead.

That’s why a social media monitoring report is the best primer for digital marketing and social selling. It will help spot the hidden issues and let you shine through the competition. And, you can get important insights such as the audience’s behavior, preferences, sentiments, competitors, etc.

Social listening tools, like Mentionlytics, help you get detailed reports on the social media performance of your brand, content, campaigns, and more.

In a nutshell, here’s what social media monitoring can do for you:

  1. Get valuable beauty industry marketing insights to achieve your social media goals (awareness, engagement, conversions, etc.)
  2. Identify current trends and strategize your social media campaigns accordingly
  3. Connect with the right influencers and audience for your beauty brand by knowing who’s talking about you
  4. Keep track of new and existing competitors
  5. Protect your brand image and manage reputation crises by monitoring all your social media and web mentions and analyzing their sentiments


Social media and the beauty industry are so closely tied. It’s not possible today to do beauty marketing without a strong social media presence and a robust strategy.

Mentionlytics can provide you with all you need to start improving your social media performance immediately. Give it a try now for free!

Eva Thanu

About Eva Thanu

Eva is a Digital Marketing graduate and Customer Success Director at Mentionlytics. You can find her on Twitter! Follow Eva on Twitter

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