According to recent studies, Singapore market value for beauty and cosmetic products is estimated to be approximately 514 million USD. This figure is 5.3% higher than what was reported in 2013. Japan, France, and the United States of America are the three leading suppliers of cosmetic, fragrances, and toiletries in the country. Over the years, U.S has enjoyed a stable demand for its products due to their quality and affordability. Here some tips to market your beauty products in Singapore.
Make Products Accessible to Customers
Clients like purchasing products from companies whose products are easily accessible. Invest in an e-commerce website that customers can access using their mobile devices or laptops and place orders. Make sure that it is secure to protect their personal information such as credit card numbers from cyber criminals as they make payment. The shipping process also needs to be fast, secure, affordable, and easy.
Gather information about your target audience
The cosmetics industry is highly competitive. When you get into the market, you’ll find that there are other companies which are more established. The first step you should consider even before marketing your products is to determine a target audience. When you are starting out, you will obviously have a limited budget so it would be wise to focus on a specific market segment.
Gather all the information about the target audience. Find out what their needs (regarding beauty products) are. Know where you are likely to find them so that your message reaches them faster. Come up with the best marketing strategies for this target audience. If, for instance you are selling a product that prevents wrinkles, you would do much better when you focus on women past the age of 40.
Work with distributors
The more you sell your beauty products, the more your profits will increase. If you’re making less sales, it’s time to rethink your strategies. One of the best ways to get your products to retailers is to work with wholesale distributors. Most retailers generally dislike getting products directly from manufacturers.
If you can get in touch with a few distributors, you will significantly increase the volume of products sold. If you aren’t working with any distributors, yet, it’s time you started looking for them.
Use influencers to promote your beauty products
The high competition in the cosmetics industry makes it difficult to climb to the top. Have you thought about working with influencers? These are basically people in the industry who have huge followings on the internet and are considered experts at what they do. Let’s say it is a blogger who gained a huge following from reviewing beauty products. He/she runs a popular blog and has thousands of follower on Instagram.
If you’re selling face creams, you’d want to get in front of their followers. The only way to do this is to ask them if they can endorse your products. Considering that these influencers have readers/followers that trust them, it is a great way to increase your client base.
Use content marketing to lure potential customers
Singaporean are exposed to hundreds of promotional messages every day. Most of these messages are the same boring stuff. You need to make your content stand out from the competition. If you’re running a blog, ensure that it is regularly updated with fresh content.
Try to mix up the content. You can do articles, videos, and infographics. Share the content you create on your social media platforms. Ensure that you are good at what you do. You can hire professionals to create winning blog posts/ videos/ infographics for you.
Offer Customized Beauty Products
Different clients have varying needs and preferences. Position your beauty products business for success by customizing the beauty products to suit the needs of every customer. It is possible to achieve this goal without spending a fortune using the latest production equipment. Before you do that, carry out a feasibility study to know the needs of the clients.
Collaborate with independent sales representatives
If you’re just starting out, you’ll find it difficult to get your products into the market. You need help to get your beauty products in front of potential customers. This is where independent sales representatives come in. Unlike you, these individuals make a living seeing products so they probably have more experience than you in that sector.
Your budget doesn’t have to be high to work with sales representatives because you can pay them with commissions on goods sold. Since they stay in contact with retail stores, they will help you increase your sales.
Establish an online presence
There have been a lot of changes on how companies market their products. Most traditional methods of marketing are no longer effective today. If you want to reach more people, you need to focus on internet marketing. Use your website/blog to promote your products. If you do not have social media handles for your business, you are losing out on many customers. Almost three quarter of Singaporean internet users are on social media.
Regularly post on social media to keep users interested in your products. These platforms can help you improve your business. For instance, you can use feedback from users of social media to improve your business. There are other online marketing strategies such as search engine optimization (SEO) and search engine marketing (SEM).
SEM is where you pay to advertise your business on search engines while SEO is the process that improves your rankings on search engines. Some SEO techniques include posting green content in your blog/site and optimizing the site for mobile devices.
Pay attention to client feedback
What your customers say about your beauty products matters a lot. Let’s say a customer who just bought your product complains about its packaging design. This might hurt your credibility on the market but you have to respond to the negative feedback. If you come across such complaints, follow up and ask the customer what can be done to make the products better.
Positive feedback, on the other hand, is good for your business. When potential clients see positive feedback on social networking platforms, they will be eager to use your products. If you can handle both positive and negative feedback, your business will grow.
Use incentives to attract existing and new clients
When you reach out to a prospective customer with your promotional message, they will be reluctant to buy from you. It takes a lot of convincing to get any Singaporean to use your beauty products. You can start by luring potential customers with offers/promotions.
Everyone loves to save a little cash when they purchase a product. For instance, you can give buyers a discount when they buy your products for the first time. You can also announce offers once in a while to keep existing clients interested in your products.
Attending events such as trade fairs/exhibition is important for your business. Events for the cosmetics industry take place in different parts of Singapore regularly. Ensure you are aware of the locations of these events and have a booth to showcase your goods. Why are these events important?
Tradeshows give you the opportunity to meet with retailers, distributors, sales representatives and potential customers. It provides a chance to talk about your unique products. You also get to network with other industry players. It’s important to have business cards with you when attending such events to make it easier for potential clients/business partners to contact you later.
Invest in Quality Packaging
Quality packaging will motivate the clients to purchase the product. It is, therefore, important to ensure that all your beauty products are professionally and elegantly packaged to record more sales. For example, if you are selling bathing soaps, invest in a permeable package that allows the customers to smell the fragrance before buying.
Create a Cohesive Brand
The neck-breaking competition for customers in this industry has forced most businesses to close shop. To succeed, you need to create a cohesive brand that is unique and eye-catching. Doing so will make your beauty products more popular and boost your competitiveness. Proper packaging is one of the factors that can help you achieve this objective.
Branding is all about how you run you activities as a businesses. There are many ways you can present your uniqueness to the target audience. Ensure that you portray a high level of professionalism while marketing your products.
When a customer makes a complaint regarding a particular products, resolve it as soon as possible. Create a unique logo to make your products more memorable. When branding, ask yourself what you can do to make your business stand out. If you do it the right way, you can effortlessly market your beauty products in Singapore.
Finally, surround yourself with people who understand your vision and the dreams that you have for your business. They will motivate and give you insights on how to steer the marketing campaigns in the right direction.
Get help from a reputable online marketing agency in Singapore such as MediaOne. Their friendly consultants will give you the full run-down on what can be achieved via organic SEO or Google Advertising. Call their hotline: (65) 6789 9852.