December 9, 2019  
 
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Marketing a Skin Care Products Business

A profitable skin care products business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

Multiple marketing factors affect bottom line profitability. But there is one trait that stands out above all the rest in terms of its ability to deliver marketing success.

Staying on track requires attention to detail and a commitment to foundational marketing principles.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of skin care products businesses enlist the assistance of external marketing professionals. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.

Bundling

Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Nearly any type of business can tap into the benefits of bundling products or services, so it's easy to see how skin care products businesses can use bundling to communicate value to their base. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.

Mailings

It makes sense for skin care products businesses to participate in direct mail campaigns. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. By investing in premium mailing lists for direct mail, email, and telemarketing campaigns, you gain the assurance that your lists are always accurate and up-to-date.

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Conversation Board

The best marketing advice often comes from your peer business owners. Do you have any tips or advice on marketing a skin care products business? We'd love it if you could share them by posting a comment below. What marketing initiatives have you tried and how did they work out for you?


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