Today, women feel more pressure to look youthful than ever before. In fact, a recent survey found that 83% of women worldwide believe there are higher standards of beauty than there were in the past. Although movements that celebrate “real beauty” instead of airbrushed images have been lauded for their authenticity and appreciation of a diverse scope of beauty, women are still feeling pressure at an ever younger age to maintain their youthful appearance—over half of women 16-34 say they started thinking about aging and preserving their looks before the age of 30, nearly ten years sooner than women over the age of 35. Because these younger consumers are highly invested in the category—another report finds that women 18-34 are the heaviest buyers of skin care and cosmetics—and 76% of women believe that using the right beauty products can help them to look youthful longer, skin care brands can be optimistic about marketing to them.

Through social media and targeted advertising and influencer campaigns, it’s never been easier to reach this demographic. However, with more brands competing for their attention, it’s also never been more challenging. To remain competitive, marketers must continuously reinvent themselves. Below we offer insight into reaching cosmetic and skin care buyers when and where they are most receptive to your message.

Understand the New Paths to Knowledge
There’s no doubt that the conversation begins online. Optimizing your website and social media platforms to effectively communicate your brand story and product benefits is the first step. Focus on your brand’s unique qualities and build a strategy around those strengths. Offer authoritative application tips, testimonials, and lifestyle content that keeps consumers engaged and invested in your brand.

Paralysis of Choice: The Struggle Is Real
Research shows that when consumers have too many options, they simply cannot choose. Research shows that by the time they reach the store, most consumers have thoroughly researched their options and have decided on their purchase. Anything brands can do to help consumers to simplify their decision making will help to alleviate paralysis of choice at retail. Developing products that layer multiple benefits at a competitive price point, promoting consumer generated content that integrates product testimonials, and creating engaging, sharable tutorial video can build confidence in your brand that will translate into sales.

Loyalty and Retention
Women are experimenting and playing with as many approaches to beauty as there are products. By offering constant innovation and inspiration, brands can maintain a loyal consumer base while building relationships with new consumers. Brands that own the entire category and offer complementary content are engaging consumers. For example, a brand selling organic anti-aging skin care might offer health and wellness tips, naturally-inspired imagery, and other lifestyle content that aligns the company’s mission and beliefs with the consumers.

If brands are to achieve an emotional connection with consumers, they must first understand the role that beauty plays in their lives. Their desire to remain youthful is a key driver in skin care sales, especially for Millennial women. Clearly communicating both the product benefits and testimonials featuring actual results and aligning with lifestyle goals will build confidence in brands.

Is your brand getting lost in a sea of competition? Learn how Women’s Marketing’s team of experts can provide strategic guidance to reach your core consumer when and where she is most receptive to your message.