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How Beauty Products Become Bestsellers in The Digital Age

How Beauty Products Become Bestsellers in The Digital Age

This is a collaborative post. All views and text are mine.

Beauty products come and go. But the digital age gives a new medium in which consumers can learn about that soon-to-be-released product. In this article, you’ll learn the difference between beauty products and other products, how social media has changed the beauty industry, plus more.

The Difference Between Beauty Products and Other Products

The truth is, there is no difference. Yes, lipstick, powder, and blush may be a different product than, say, a vacuum, boots, and a yoga mat, but they ultimately are a product marketers put out in front of their target audience.

Here’s What It Comes Down To…

For beauty products to gain traction in their industry and for beauty companies to earn a product, they need to learn about their target audience. Like any other product, this includes study how their target audience consumes information.

For instance, if a beauty company’s target audience is senior age women, chances are, they may consider taking out an ad in newspapers since, according to Pew Research, they’re the age group that reads the most print.

Now, considering that only 16% of 18-24-year-olds in 2015 read the newspaper daily, beauty companies targeting that audience would perhaps skip using this medium. Which brings us to…

Know Your Target Audience

As mentioned, in order for beauty products to become bestsellers, companies need to know who they are selling that product to. This means asking (and answering) the questions, such as:

• How old is my target audience?
• Where do they vacation?
• What music do they like to listen to?
• Who do they follow on social platforms?
• What income does my target audience make?
• Where is my target audience located?

These questions (and then some) will help make the beauty products more appealing and marketable to consumers. That and reading (and creating) studies targeting your audience will be beneficial.

At the end of the day, beauty products are just like any other product: study the target audience and use the medium the target audience best responds to.

Speaking of target audiences in the digital age, beauty companies may have an easier time reaching a larger target audience.

Going back to the senior age women example, now, thanks to the advancements in technology, senior age women in Canada and senior age women in Thailand can see the same ad, tweet, message, and post, all from the comforts of their home (and without needing to take a plane).

While, in some respects, this may make it easier for beauty companies to market their products, on another hand they may now need to widen their scope on the types of ads, posts, tweets, and messages they use. Or, other platforms such as Bio could be used. Having the ability to share all of your social platforms on the web and having a link on bio can reach more of the desired audience.

In other words, you can’t make a cultural reference that only senior age Canadian women could relate to. It needs to be universal (of course, considering that your target audience isn’t narrowed down to one specific country or region).

Influencers, Influencers, Influencers

At the same time, marketing has changed. Especially in the beauty industry, influencers hold clout and are perceived to be trustworthy.

This method could help build their image and credibility by driving perceived engagement, which also acts to have the algorithm working in their favor by promoting posts which are in turn seen by more people. In fact, there is a large variety of automation tools that you should consider utilizing if you’re an influencer on the Instagram platform – Quantum Marketer advocates tools that are designed to make your social media use more efficient so you can dedicate more time to the business side of your operation; they are definitely worth reading more about on their website.

Now, thanks to influencers, marketers can take advantage of their large following (and platform), making their product more known (and appealing).

Ads on Target Audience Online Magazine Sites

Similar to print ads, beauty companies can also advertise online on popular online magazines their target audience frequently reads.

As mentioned, since readers across continents and oceans can easily access and read online magazines and news sites, this leaves marketing companies (beauty companies included) with potentially a larger target audience-aka potentially more product.


• While the digital age may have changed the many ways consumers get information, companies (beauty companies included) need to know their target audience
• This means conducting and reading up on numerous studies
• Not to mention asking questions (and seeking the answers to): age bracket, budget, vacation preferences, etc.
• That being said, beauty companies can leverage influencers to make their beauty products more appealing the influencer’s base (and their target audience)
• Online ads work in the same way as ads in print, except that potentially more eyes have an easier time accessing it

Final Thoughts

We like to think of beauty products not related to any other product. But, the truth is, this is not the case. Beauty companies that realize and take hold of this fact stand a better chance of selling a bestseller product.

In what ways do you believe the digital age has affected the beauty industry? Do you agree or disagree with this article? What are your thoughts about beauty being seen as a marketing product-having a target audience? Leave a comment.

Jocelyn Brown

A former school teacher, Jocelyn Brown created Hip Mama’s Place in 2007. Her motto for this blog is: get inspired, create and share! Jocelyn loves sharing about food and recipes, crafts, DIY projects and her random travels with her family. She also loves all things social media, but her latest obsession is Instagram.

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  1. 08/05/2020 / 4:53 pm

    I really do agree with your points and this was truly an amazing read. I’m glad you shared this with us.. great work!

  2. Razena
    02/23/2018 / 9:20 pm

    I must confess I haven’t read a newspaper in ages, and when I do it’s usually to pass the time while I wait for my lunch at the brasserie. Most of what catches my attention comes through social media but I tend to ignore anything from ‘influencers’ who do nothing more than copy and paste a press release and EVERYTHING on their instagram feed is the best one.

  3. 02/22/2018 / 10:48 pm

    I agree that some marketing does have to be universal. It says time and money as well because why advertise different just because the location is different. The main goal is still women. A lot goes into advertising but its nice that so much thought goes in it as well to ensure the perfect advertisement is seen by the right people and not wasted.

  4. 02/22/2018 / 8:41 pm

    It’s so true that all business is about making your product or service attractively visible to the right audience. And following these guidelines can potentially work for any niche. Thanks for the directions and clarification!

  5. 02/22/2018 / 8:24 pm

    I think knowing who your target audience is so important! I loved doing a reader survey on my blog to figure out what they liked!

  6. 02/22/2018 / 7:44 pm

    This is so interesting read with lots of insight into this age of marketing and social media. The digital age has changed how we look and perceive the things. I do tend to go online and search for the product reviews before buying anything.

  7. 02/22/2018 / 6:17 pm

    It is ingenious to have influencers be the spokespeople for beauty products. I believe every successful product comes down to honing in on the right and perfect target, and getting the marketing vehicle that delivers. In this case, beauty products and the digital age are a perfect match.

  8. Esme Sy
    02/22/2018 / 5:56 pm

    The part about target audiences is I think the most important and the real page turner. Though if we’re talking about beauty products, some are just timeless and classics, everyone’s going to have their own demo so you have to reach out and be different in marketing and/or advertising.

  9. Elizabeth O
    02/22/2018 / 12:14 pm

    This was a really interesting read, digital age has changed a lot of things. I know I take a lot of inspiration from what I see online rather than anywhere else.

  10. 02/22/2018 / 6:35 am

    Using ‘beauty gurus’ is one way to get a product to get promoted because it has become a big community and people would share about a product they see.

  11. Jennifer
    02/22/2018 / 3:44 am

    You’re so right! the digital age has changed things so much. I really appreciate your insight on this. <3

  12. 02/22/2018 / 1:21 am

    These days Instagram and youtube has a play a big role for promoting beauty product. By watching these influences doing their make up in IG and youtube, really make me wanted to try out these product too. Look simply and fun.

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