How to Market Beauty Products in Singapore

ways to promote beauty products in singapore

The cosmetics industry in Singapore is one of the most competitive. It is also one of the most profitable since people will always use beauty products. If you want your beauty products line to succeed, you need to focus on promotion. In this post, we are going to discuss some ways you can market beauty products in Singapore.

You will face a lot of challenges in the cosmetics industry, especially if you are new. Remember there are many established cosmetics brands you will be competing with. What will help you scale the ladder of success is your marketing efforts. Marketing plays a huge role in strengthening your brand.

  • Be different

The beauty industry, as we have seen, has one big advantage and one big disadvantage. It is highly profitable yet insanely competitive. To move to the top, you have to separate yourself from the pack. You can achieve this by making your beauty products stand out. You could make the packaging design more appealing to the eye.

 Making the labels in your products different from most products in the market is also vital. Be creative and find other ways to make your brand stand out. Your main goal should be to convince potential buyers to use your products immediately they see them.

  • Know which promotion techniques works

This article is all about promoting your beauty products to potential customers. Marketing is made easier once you have identified your target audience. Many entrepreneurs fail to sell because they are fixated on old or ineffective promotion methods.

You can’t do things the same way over and over and expect different results. You need to identify promotion techniques which are likely to help you attract your target audience. Pick marketing methods which will keep you a step ahead of your competitors.

If you aren’t making as many sales as you had projected, worry not. Let’s now discuss some marketing strategies for your beauty products business.

  • Use independent sales reps

First, you need to understand that you can’t make all the sales by yourself. This is where independent sales representatives come in. These are individuals who make their money helping businesses sell their products.

Chances are they have built strong relationships with retailers who are likely to buy your products. You only need to seek them out and make an agreement. Most of them work on a commission basis.

  • Take part in trade shows

Trade shows are still an important way to market your beauty products. You could attend a local exhibition and showcase your products. It is advisable to attend larger trade shows that attract entrepreneurs from all parts of the country.

What makes trade shows beneficial is the fact that they attract many retailers. No retailer wants to buy products which won’t sell. They attend these trade shows to find out the best and most innovative products.

Attend these events and have a booth where you show your beauty products to potential clients. You can even make the deal better by offering free items or giving discounts to retailers who agree to buy from you.  

  • Build a website for your business

As you focus on offline marketing strategies, keep in mind that there are millions of internet users in Singapore. The internet has revolutionized the way businesses and organizations are run. It is now common for people to order items online at the comfort of their houses and have them delivered to their doorstep.

Many Singaporeans look up beauty products online. You can reach out to this demographic by building a website. The potential client should know all about your products by looking at your site. There are various ways to attract more clients to your site. One is through search engine marketing (SEM).


SEM involves advertising your site on search engines such as Google via PayPerClick (PPC) technique. You need to pay in order to have a link to your site appear above or on the side of search engine results page.

Search engine optimization (SEO)

This is another other way to improve visibility of your site on search engine. You can utilize on site or off site SEO. On site SEO is all about the design of your site. It should be easier to navigate and should work well on mobile devices (as most internet users nowadays use mobile phones and tablets)

You also need to post fresh content regularly and include relevant keywords so that you can easily be found through search. Off-site SEO, on the other hand, involves acquiring links from authoritative cosmetics websites.

  • Leverage social media

When targeting internet users, you cannot work without social media. Social networking platforms have become great places to market products and services. Some of the social media platforms you can uses to market beauty products in Singapore include Facebook, Instagram and twitter.

You will be unable to attract any potential customers if you don’t post regularly. Post beauty products and include link to products/articles in your website. Engage the users and answer all their queries fully. This way, you will attract a huge following and spread word about your products when followers share your posts.

  • Cold call

Cold-calling is one of the best ways to land long term clients. The first thing you need to do is find out who your potential buyers are. When you start using this method, target small and medium-sized retail shops. It’s difficult to land large retailers because they prefer buying from established brands.

Once you have identified the retailers, call the decision maker and convince them to buy beauty products from you. One disadvantage of cold calling is that you will get many “nos”. This shouldn’t discourage you. Keep pushing and you’ll land many clients.

  • Use distributors

Most retailers prefer working with distributors rather than getting products directly from the manufacturer. With this in mind, get in touch with a few distributors. They will buy your products at a slightly lower price but this will give your brand exposure.


When you use the above strategies, you will find it easier to market beauty products in Singapore. The efforts you put towards promotion determines how much your business will grow. As your market, you may find online marketing techniques like SEM and SEO difficult. MediaOne, the number one digital marketing platform handles all your digital marketing needs.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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