Episode 3 of 5: Primer On Developing A Clean Beauty Brand! – Your Business Model

Depending on your capital resources you can choose your business model or your business model can choose you.

For most new Beauty Entrepreneurs with limited capital resources, the business model that will make the most sense is Direct-To-Consumer (“DTC”) from your website, listing on Amazon & Tick Tok Shop and a strong social media marketing program. You can supplement this with marketing in your local demographic area to specialty retailers, estheticians and skin care clinics.

Consider:

– Practice ABM – Always Be Marketing!

– Register your website on all 99 search engines! Not just Google. Use relevant key words in the headings and content of your website and strong Search Engine Optimization to rank with your competitors when consumers search for your product category. Simply Listed is a good partner for this.

– Establish yourself as an expert by posting with authority in Facebook groups populated by your Consumer Persona.

–  Post on Reddit Skincare Addiction.

–  Post key company announcements on Linkedin using hashtags that target the cosmetics industry.

–  Develop compelling content for Instagram, YouTube, Tik Tok and Facebook

–  Target the Professional channel – estheticians, spas, dermatologists, skin care clinics

–  Establish a Sampling program in your local market to encourage Reviews on your website and User Generated Content

–  Market to specialty retailers. There are thousands of these across the country. Posting your company/products on Faire is an efficient way to gain the attention of these retailers.

–  Seek local market media coverage on local talk shows and other media outlets. They’re always seeking stories with relevant local content

–  Consider working with a reputable Influencer with the professional credentials and established credibility with your Consumer Personas

–  Send product samples, attractively packaged with a handwritten note to beauty product reviewers noting the unique attributes of your products and company story.

The takeaway is to focus your energy on your web presence and actively engage in your local market to build your brand organically and profitably.

Be prudent with social media advertising programs. Start with a reasonable budget, track you KPIs and ascertain if social media advertising is delivering customers to you at a profit. There is absolutely no point in selling products at a loss for the sake of revenue growth. Positive cash flow is the key to early-stage success!

In Episode 4 We’ll Cover Product Manufacturing And Preparing For Launch