Mainstream skincare brands have been around since time unknown. But niche brands? It’s only been a while since they have started flourishing.
Case in point—Made of More. Jackie Lamyman founded this UK-based high-performance mid-life skincare brand for 40+ hormonal skin. Her inspiration? The lack of beauty and personal care products for menopausal women.
Niche skincare brands are born out of a need to solve specific pain points. Naturally, it attracts shoppers looking for targeted solutions.
Bargain hunters may flock to your brand for results, but what about premium shoppers? If you plan to break into the high-end market and reach these consumers, generic marketing tactics won’t bear any fruit.
How do you get premium shoppers to notice, trust, and invest in your products? Here are a few strategies to help position your niche skincare brand in the luxury market:
#1 Sell the Transformation, Not Just the Product
Adding 24-karat gold flakes or infusing your products with rare extracts could be a great marketing move.
But that won’t tempt luxury buyers. That is because they are not interested in fancy ingredients but in products that deliver results.
They want to believe your serum does more than just hydrate their skin or target acne. They are looking for something that erases stress and makes their skin look like they are getting their eight hours of beauty sleep.
Want proof? Look at the skincare and makeup brand La Mer. Its Crème de la Mer Moisturizing Cream is the best-selling anti-aging moisturizer.
The brand markets the anti-aging moisturizer as a signature rejuvenating ritual melt that releases visible youth-regenerating Miracle Broth. Even surprising? It asserts that it reduces fine lines in just 2 weeks. That makes sense as to why one jar of moisturizer sells about every 36 seconds worldwide.
#2 Partner With High-End Retailers and Spas
Everyday stressors are fueling a record-breaking desire for wellness and self-care services, states Statista. That is to say, people are throwing money at self-care like never before.
And where are luxury shoppers flocking? Upmarket spas, boutique hotels, and premium retailers. If your brand wants to tap into that elite market, you need to be where these shoppers are already indulging.
Neiman Marcus, Saks, or Harrods partnerships? Yes, please. Exclusive spa treatments featuring your products? That’s a big yes.
Lately, luxury resorts and hotels have also been turning to big-name skincare brands, reports Yahoo!. La Mer aside, those include 111Skin and La Prairie, to name a few. In many spas across the globe, 111Skin is the leading brand.
As far as retailers are concerned, choose ones that align with your brand’s ethos. Selective placement makes your product feel exclusive, and exclusivity sells.
#3 Dive into SMS and Email Marketing
In 2023, brands relied heavily on SMS and email campaigns to woo shoppers during Black Friday and Cyber Monday sales. Hard to believe, right?
But with SMS click-through rates hitting 16.6% and emails racking up 12.72 million clicks, it’s clear that these channels aren’t dead but thriving.
Don’t wait any further; tap into SMS and email marketing right away.
Generic sales blasts are a big no-no! Think beyond that. Aim for exclusive, personalized, and value-driven communication.
For VIP drops, early access, or personalized skincare reminders—because who doesn’t want a luxe self-care nudge—use SMS. And email? That’s your space for stunning visuals, expert skincare tips, and behind-the-scenes peeks into your brand’s world.
An integrated email and SMS marketing tool like Klaviyo can streamline your campaigns. According to Pro Marketer, it’s an email marketing platform that offers SMS marketing capabilities, so businesses can send personalized communications to customers based on behavior and data.
Hymnologie, a Canadian skincare brand committed to selling natural, ethically sourced products, is a case in point. The skincare brand used Klaviyo to create email campaigns to improve its presence in the competitive U.S. market.
#4 Get Endorsements From the Right Influencers
Luxury shoppers take their cues from highly respected voices. But that doesn’t mean you should partner only with A-list celebrities.
When it comes to skincare, high-end shoppers trust recommendations from dermatologists, celebrity facialists, and elite beauty editors. Do some research and find influencers your target audience follows and believes in.
Endorsements from a renowned professional or a leading publication like Harper’s BAZAAR generate immediate trust.
And don’t forget A-list estheticians and makeup artists. If someone like Joanna Czech or Gucci Westman swears by your product, luxe shoppers will add it to their carts immediately.
Some influencers who share high-end finds are Laura Lee, Shayla Mitchell, Thuy Le, and James Charles. You can collaborate with them and reach luxury shoppers.
The Bottom Line? It’s All About Experience.
To penetrate the luxury skincare market, you can’t just slap a high price on your products and call it a day. It’s important to cultivate exclusivity and provide an elevated consumer journey.
Follow these strategies, and you’ll attract premium shoppers who are more than happy to pay for high-end skincare that feels just as luxurious as it looks.
Also, focus on storytelling and premium packaging. Combine that with top-tier ingredients and high-touch service. Rest assured that you will build a cult-favorite niche skincare brand.
