Luxury Branding Marketing Trends: In Beauty, Cosmetics, and Skincare

Offering superior value and quality, luxury brands are designed not to just answer a need, but to have a real purpose and create added value in your customer’s lives.

And as consumer demands continue to evolve, so too does the luxury landscape in order to be able to connect with the needs and wants of modern consumers. 

Gen Z and millennials are now shaping the future of luxury shopping and revolutionizing expectations and trends. In order to stay on top of updated consumption habits, brands need to take heed of the latest marketing trends in the beauty, cosmetics, and skincare industries. Here are our top five luxury branding marketing trends. 

1. Customer-centric branding

More and more, we are seeing luxury beauty brands lean away from brand-centric marketing, to focus more on transparency, engagement and customer-centric approaches. By speaking to the individual, highlighting their specific problems, and presenting a clear and transparent solution,  brands can keep their messaging and marketing relevant. 

Interact with your customers and be open to their opinions, integrating them into the decisions you make as a business. In the beauty and cosmetics industries, digital marketing strategies like rewards programs and special sales are loved by consumers.

2. Be relevant

Keeping up with the times, user experience and design need to be in line with the latest sophisticated digital experiences. Online shopping is growing in relevance, as well as omnichannel and social media platforms. 

Plus, a growing movement in the makeup market is the inclusion of virtual makeup try-on apps, as well as AI and AR makeup apps. Letting potential buyers upload images of their face and try on foundation and makeup looks without having to be in-store, L’Oréal’s Modiface and Ulta’s Glamst apps are forging the way. Sanitary and environmentally friendly, this virtual try-on technology is easily becoming the new standard in the beauty industry.

It’s important to try and replicate the traditional in-store experience in your website design to keep up with a growing customer demand. By keeping up with current trends of communication, you keep your brand timely and timeless.

3. Craftsmanship

Luxury brands are, by name, inherently of the highest quality. That emphasis on quality needs to continue to be consistently delivered. Craftsmanship, strong values and purposeful actions are needed to forge deeper connections as well as provide a service that meets standards. 

Craftsmanship also extends to the ingredients and production behind your product. In the cosmetics industry, natural, organic and clean ingredients are taking the center stage. Consider what your consumers are looking for when it comes to craftsmanship.

4. Conscious Decisions

Whether you are deciding to use organic, recyclable, bio-based or other sustainably sourced materials, bringing ethics into your brand is necessary as consumers continue to be more environmentally and socially aware.  

In general, consumers want to see environmentally friendly business practices, more social responsibility, and an emphasis on giving back to the local community. Your audience knows that their purchasing impacts will have an impact on the environment and community, so they want to invest in brands that make conscious decisions. 

5. Diverse + Inclusive

To have deeper conversations and connections with your audience, luxury brands need to focus on inclusivity and diversity. Craft culturally authentic and relevant messaging and values to connect with modern audiences.

Including a broad spectrum of diverse and inclusive imaging, language, communication and marketing will help you connect to your audience where they are at. 

Ready to take your luxury branding to the next level? Get in contact, we’d love to chat!