Building a Consistent and Positive Image

In the competitive beauty industry, building a consistent and positive brand image is key to long-term success. Many beauty brands achieve this by combining traditional and new communications to strengthen their associations and build brand equity (Bahadir, 2024). 

Here’s a look at how beauty brands leverage various channels to maintain a consistent image.

Benefit Cosmetics

Benefit Cosmetics uses traditional communication, such as print ads and in-store displays, to showcase its iconic pink branding. The playful, vintage-inspired packaging and ads appeal to consumers who associate pink with fun and femininity. Benefit’s website reinforces this theme with cheerful visuals and engaging copy.

On the digital side, Benefit actively engages customers via social media, blog posts, and its mobile app, offering makeup tips and tutorials. Benefit also utilizes email marketing and SMS for promotions, driving traffic to their online shop.

K18 Hair

K18 Hair uses its website and in-store displays to educate customers on the science behind its products, ensuring a consistent message of innovation and hair care technology. Traditional communications such as packaging and direct mail highlight the effectiveness of its formulas. 

On newer platforms, K18 uses blog posts, email newsletters, and social media to explain the science behind their products. K18’s digital communications, including SMS, reinforce its image as a scientifically backed hair care brand.

e.l.f. Cosmetics

e.l.f. Beauty blends traditional and new communication methods to promote inclusivity. Their in-store displays and print ads feature diverse models, while their website and blog highlight affordability and accessibility. 

e.l.f. maximizes new media, particularly social media platforms like TikTok and Instagram, to showcase makeup looks, engage with influencers, and drive brand awareness. Through email marketing and text messaging, they keep customers updated on sales and product launches, while their online shop ensures that consumers can purchase affordable beauty anytime.

These brands show the importance of balancing traditional communications like print ads and in-store marketing with modern digital tools such as blogs, apps, social media, and email. By doing so, they create consistent and positive associations that resonate with consumers, driving both brand loyalty and market relevance.

Read about e.l.f. Cosmetics’ marketing mix in my last blog post here.

Bahadir, S.C. (2024) Building Brand Equity [PowerPoint slides].