How to Differentiate your Health & Beauty Brand Online

Online health and beauty brands are finally joining eCommerce.

Apart from digital transformation, this is their solution to survive the #NewNormal.

While the surge of SMEs is good for the Philippine economy, this means that the market and business environment are going to get highly competitive.

Differentiating your brand is more than just a name, a price tag, and the number of products you have to offer…

…there’s a lot of strategy and practices that go into creating a successful online business, ESPECIALLY for health and beauty brands that are taking over the Internet.

So whether you sell wellness, skincare, or makeup products, here’s what you NEED to do:

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1. WORK ON YOUR VISUALS

Perhaps the most basic element of branding is having an aesthetic or visual design that builds recognition.

It’s as simple as having a logo or using a color scheme and fonts to start with.

The point here is to be consistent in using your brand guidelines when showcasing your products.Post branded images and videos of your products because while customers care about the effectiveness, the attraction starts with their physical appearance.

For health and beauty brands, here are some visual content ideas you can post:

  • Infographics
  • Flat lay Images
  • Stop-Motion Videos
  • Tutorials or Product Tests
  • Unboxing Reviews
  • Recipe or Routine Vlogs

Successful marketing and sales come from building brand recognition and retention in the market…

…so when people see your logo or certain colors, they will immediately recognize it as part of your branding!

2. DON’T FORGET YOUR PACKAGING!

This article focuses on differentiating your brand online, but as part of your strategy, you do have to show what your products look like to customers as-it-is.

Some businesses tend to “false advertise” online with taken-from-Google pictures or overdressed displays, only to fail customer expectations.

But if you create branded packaging that looks the same online and offline, customers will trust and recognize you more, compared to generic products without any branding.Did you know? There are consumers who buy products because of the packaging they found beautiful and not much because of the actual purpose!

Customers can see how consistent you are that what you market is what you sell.

They will check the ingredients, directions, and even disclaimers online and compare them with the physical packaging.

Another important aspect is how you display information on your packaging when you post it on your channels, so take note of this when working on your next marketing campaign.

Just to give customers a little surprise and make them want to come back next time!

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3. CREATE AND PROMOTE YOUR ADVOCACY

In today’s generation, it’s all about embracing diversity and representation in health and beauty.Customers are loyal to brands that stand for something, so having a mission and vision that gives back to the community is highly effective.

Even if you’re just a small business, you can attract large crowds when they feel seen and heard.

You can do this by sharing emotional stories about why you created your brand, or by posting content that caters to everyone.

When it comes to health and beauty standards, it’s about love and support for all types of skin, bodies, and people from all walks of life!

Even if your product doesn’t work wonders compared to the bigger competition, the effort you put in directing your message to a good cause ignites people to choose you EVERY TIME.

4. ACCEPT FEEDBACK AND BE TRANSPARENT

Perhaps you already notice how all the points mentioned here are all about gaining customer trust

…and there’s no better way to do that than with the help of social commerce.

You can build positive relationships when you share REAL customer testimonials in the form of social proof.

This screams brand transparency because user-generated content is filled with unfiltered, third-party opinions.

You might ask, but what about internet trolls and bashers that are out of control?

It’s important to recognize the difference between hate speech and objective criticism when making room for growth.Brands that take the opportunity to accept feedback and make customers happy by innovating their products and services are WINNERS!

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5. SHOW YOUR COMPETITIVE EDGE

Most small health and beauty brands can be resellers or drop-shippers, but you can create a brand for yourself with two things:

CREATIVITY AND EXPERTISE!Create an original concept unique to you by combining all the points we mentioned here and compare yourself with competitors to set expectations.

You can do this in the form of product comparisons where you explain the reasons why you’re the better alternative.

Some factors that customers will look at includes:

  • Price
  • Packaging
  • Aesthetics
  • Brand Values
  • Shopping Experience
  • Customer Service
  • Reviews and Testimonials

While it can be difficult to come up with something that doesn’t already exist in the market, there are many ways to appeal to your target market.

This leads us to the next point…

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6. BUILD A NETWORK OF INFLUENTIAL LEADERS

Sometimes it can be hard to convince people to take your word when you make recommendations because people tend to see it as biased.

That’s why you need to partner up with experts who are certified to give a professional opinion about what your brand offers…

…or famous people with large numbers of followers to spread your brand across the online market (aka influencer marketing).

This can come in the form of specialized doctors, health trainers, beauty influencers and makeup gurus, to name a few.Not only can they give reliable insights for specific health or beauty types and conditions, but their backgrounds and influence will boost your brand image.

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7. OWN AN ONLINE STORE

This sounds like a no-brainer, but we’re not talking about creating a social media page or getting your brand up on listing marketplaces.

Although you can use these healthy and beauty centered platforms, as an added sales channel:

They’re good for building short-term traction, but when it comes to brand-building and long-term profitability, it’s not going to work out.All the commissions and transaction fees you have to give up for every sale you make is not worth it for a growing business.

Having an online store allows you to customize the website branding and customer experience so you can offer safe and convenient:

  • Omnichannel Shopping
  • Digital Payments
  • Fulfillment and Delivery
  • Customer Service via Chatbots

That’s just some features you will love, given that you partner up with an eCommerce platform built to help small businesses grow and succeed – at ZERO commission and transaction fees!

CONCLUSION

What did you think of the tips we gave?

Are you already practicing any of these strategies for your online health and beauty brand?

If not, here’s a summary to help you remember everything we shared:

  • WORK ON YOUR VISUALS
  • DON’T FORGET YOUR PACKAGING!
  • CREATE AND PROMOTE YOUR ADVOCACY
  • ACCEPT FEEDBACK AND BE TRANSPARENT
  • SHOW YOUR COMPETITIVE EDGE
  • BUILD A NETWORK OF INFLUENTIAL LEADERS
  • OWN AN ONLINE STORE

At Prosperna, it’s our mission to continue empowering Philippine MSMEs in growing their businesses with the help of eCommerce software technology.

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Dennis Velasco

Dennis Velasco

Technology Evangelist super passionate about helping the industries of eCommerce, SMEs and real estate in the Philippines reach new levels of success.