Persuasion in the Beauty Industry: A Look at its Approach

When it comes to sales, the ultimate goal is persuading the consumer to make the purchase. Diving into persuasion and influence helps marketers better understand the thought process of a consumer and find techniques to communicate to them in a way that will move them to the desired decision or action.

The beauty industry generally sells products that enhance a person's features, making this the focal point for persuasion. 

Depending on the beauty standards of a region, consumers have a certain “look” they want to achieve. This can be either a general trend among the population, or a personal preference maybe from a celebrity they want to look like. Either way these are factors marketers consider when looking to persuade an audience.

Trending Beauty Looks

Similar to fashion trends, there are beauty trends that come and go. When they are “in”, the mass market is buying products that achieve the look. For example, recently the “cold girl” make-up look has been trending, which consists of pink lip oils and blush products. As a result of this, I have noticed empty shelves where these products are typically placed. 

This actually aligns with one of the six Principles of Persuasion, consensus, discussed by Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing, Arizona State University and Steve Martin, CMCT (co-author of YES & The Small Big). Consensus refers to relying on the opinions and actions of others to make decisions. 

With these beauty trends, people are witnessing so many others partake in recreating the looks and are persuaded to do so as well. In today’s world of social media, it’s easy to see several others doing the same makeup routine in addition to peers at school, work, or social gatherings. 

Not only are we seeing the finished look, but we are seeing users apply their makeup and seeing which products specifically are being used. This leaves the opportunity for brands to use UGC or partner with content creators to feature their products.

Traditional Beauty Ads

Traditionally in beauty we see advertisements that feature a model or even a celebrity with flawless skin, perfect hair, and in a luxury setting. These ads have always aimed to portray the ideal lifestyle and look in which the mass audience wants to achieve. 

By pairing these qualities with a product, a consumer may feel they need to purchase that product in order to reach that level of beauty. Additionally, if an ad features a particular celebrity that is often praised for their beauty, the consumer will want to use any product the celebrity may be using in order to look like them.

One notable example is the Kylie Cosmetics Lip Kit, launched by Kylie Jenner herself. Although she is known to have lip fillers, advertisements and videos of her applying the lip products persuaded consumers to purchase based on the idea that they can achieve fuller lips just like Kylie Jenner. 

While new marketing techniques are always on the rise, this traditional method is one to stay in the beauty industry. As mentioned before, these products are centered around enhancing one’s features and the typical consumer in beauty is striving to match those of their peers and/or public figures.