10 Marketing
Tips To
Promote Your
Cosmetic Brand
Effectively
Ivan Rahal, Marketing
Manager, in-cosmetics Asia

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A definition of marketing:

“The management process responsible for identifying,
satisfying and anticipating customer requirements profitably”

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What will we cover?
Market Research / Advertising / Online / Direct Marketing / PR

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Tip 1: A marketing person’s opinion doesn’t matter

• Identify your target audience
• Research your direct / indirect competition
• Gather published (free) information
• Run surveys (quantitative & qualitative)

• Run focus groups
• Track (inconsistent) behaviour
• Trust your instinct (sometimes!)

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Tip 2: Make your brand memorable

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Tip 3: When launching a new campaign, AIDA rules

Global branding: Clinique’s international campaign in South Korea, India and France

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Tip 3: When launching a new campaign, AIDA rules

Global branding: Nivea’s campaign in the UK, India and The Philippines

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Tip 3: When launching a new campaign, AIDA rules

China: From advertorials to endorsements and sophistication

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Tip 3: When launching a new campaign, AIDA rules

India prides itself in its heritage; The Philippines are embracing social media
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Tip 3: When launching a new campaign, AIDA rules

South Korea:
High tech and
innovative

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Tip 3: When launching a new campaign, AIDA rules

Europe (UK, Germany, Russia) : Social media-friendly, contemporary, technical

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Tip 3: When launching a new campaign, AIDA rules

France: Varied, confident and oozing sex appeal

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Tip 3: When launching a new campaign, AIDA rules

Effective ads follow the AIDA principle:
• Attention: Catch their attention (lay-out/colours)
• Interest: Kindle their interest (prestige,
demonstrable benefits, involve them)
• Desire: Create a desire (endorsement, product
scarcity, solves problems)
• Action: Call them to action (eg. offer but limited)

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Tip 4: In-store, don’t go by appearances

• In-store the AIDA principle applies, too
• Be distinctive, not interchangeable
(avoid “saming”)
• Packaging needs to work hard: appeal, protect
and conform

• Packaging needs to be designed for consumers
but, primarily, for shoppers
• On the shelf, packaging needs to communicate
Special Thanks to Engage Consultants: www.engageconsultants.com

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Tip 5: Website content is king but make sure it is signposted!
SEO: To get your website to rank high, you need to optimise it for search engines:

Search for
“Google
Keyword Tool”

Make your content -and keywords- relevant, discoverable and “crawlable”

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Tip 5: Website content is king but make sure it is signposted!

Improve your
• Get the coding right
• Get the loading speed right!
• Make navigation easy
• Get inbound links from trusted sources
• Research your keywords

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ranking
• Monitor your high-ranking competitors!
• Use keywords high up and “frontload”
• Get content and keep it fresh
• Build a sitemap
• Tell search engines where you are!



Tip 6: Social Media is not a sales tool!

• Don’t do it for the sake of it – plan campaigns
• Get the icons (including Google +) on your site
• Be prepared to respond 24/7
• Use it for feedback (positive / negative)
• Use it for competitions / giveaways
• Research what your customers like / want
• Don’t just ask people to Like - reward them for it!
• Identify influencers / brand advocates and engage
• Be followed – more than follow
• Produce content – blog your way to success!
• Measure its impact!
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Tip 6: Social Media is not a sales tool!

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Tip 7: e-mail is dying but it may still work for you

• Ensure your database is opt-in / clean
• Test emails / content / timings
• Ensure you subject line is enticing
• Don’t get caught in spam filters
(no “Free! Act Now! Win! Risk-Free”)

• Personalise the content where possible
• Keep it relevant at all times
• Promote key content at the top
• Avoid putting images at
the top (if graphics are off)
• Measure success (open
rates, click-throughs,
bounce rates) and act on it!

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Tip 8: Capitalise on Direct Marketing’s revival

• Get the right (clean) lists
• Segment lists and offers (if possible)
• If high value client, FEDEX or DHL
• Combine with other communications
• Don’t make it look like DM (if possible)
• Keep it short and intriguing
• Promote the benefits, not the features
• Include a limited time offer / deadline
• Include testimonials - from real people
41% of Filipinos are “perceived value seekers” (vs new brand enjoyers). They want value for money
and an emotional connection from their brands, not just the cheapest product or top brand*.
*Source: Grey Group

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Tip 9: Public Relations – Be gentle with / helpful to the media

• Go on a media training course if possible
• Find out who the best media contact is
• Understand them and their titles
• Journalists are busy
• Keep your pitch short and relevant
• Offer exclusives
• Ask them what they’re working on
• Come up with ideas for stories
• Don’t send attachments!
• If you don’t know, say so
• Follow up!
• Be reliable and respond fast

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Tip 10: Networking and raising your profile = helping people

• Memorise names
• Understand your industry
• Use Linkedin effectively
• Network cleverly
• Join industry associations
• Attend trade shows and meet the experts
• Attend training courses
• Speak at events
• Offer your services as an expert
• Write for the media


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Conclusion – 10 Tips in brief

•Tip 1: Research your customers to identify, satisfy, anticipate – profitably
•Tip 2: To achieve brand recognition, stand out and be bold
•Tip 3: A good ad is about Attention, Interest, Desire and Action
•Tip 4: Shoppers are not always customers
•Tip 5: Good coding, content, keywords & inbound links = Google ranking
•Tip 6: Quality social media = planned engagement, not selling
•Tip 7: Good email = tested, segmented, right format, personalised, relevant
•Tip 8: Effective DM = good data, good offer, limited availability
•Tip 9: Get on the right side of the media – understand them, support them
•Tip 10: Best networkers help people; raise your profile by attending events

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THANK YOU! For more information and a copy of the presentation,
visit: www.in-cosmeticsasia.com/manilamarketing

Any
questions?

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