Industry • Inspiration
Skin Care Advertisements: 5 Ways to Make Your Ads Stand Out
Nov.09,2023By Boulevard Staff
Break through the noise and grab ever-shortening attention spans with these strategies
One of the most challenging parts of being a self-care business owner is finding ways to make your ads stand out. When consumers are exposed to dozens, if not hundreds, of ads every day, how can you break through the noise and promote your own skin care services or solutions? While there’s no single foolproof formula for creating great skin care advertisements, there are some best practices that will help you make an impact. With these guidelines in mind, you’ll be able to craft an advertising campaign that shows the value of your offerings while resonating with your intended audience.
5 ways to make your skin care advertisements pop
Lead with positivity and authenticity
For decades, skin care advertisements displayed a very narrow vision of beauty. Impossibly thin bodies, flawless (and often Photoshopped) skin, and Eurocentric features were at the forefront of just about every television, print, and internet ad, leading to a devastating loss in self-confidence and self-worth among young people by the turn of the new millennium.
Thankfully, Millennials and Generation Z have largely rejected these unrealistic beauty standards in favor of ad transparency, body positivity, and diversity. Follow their lead as you advertise your skin care products and services. Don’t imply that your clients have problems that need to be fixed; instead, promote your offerings as a way to enhance natural beauty and help clients feel more comfortable in their own skin. Be realistic about results — social media is flooded with ads about beauty “hacks” that will miraculously cure any ailment, and there’s no need to contribute to that noise. By coming from a place of positivity and displaying the authenticity younger generations crave, your ads will stand out on their own merits.
Know your audience
Who is your target client? The answer will pave the way for your ongoing marketing strategy. For example, skin care advertisements targeting youth should not only embody those values of body positivity and authenticity, they should also appear on the platforms younger generations use — think TikTok, Snapchat, YouTube, and Instagram. For female skin care advertisements, avoid “perfection fatigue” and instead find ways to showcase real women in a relatable way — like leveraging influencer partnerships.
Understanding your target demographic is important in any industry, but it’s especially critical for self-care business owners. Different segments are looking for markedly different solutions — while a client in their 40s or 50s might want to reduce fine lines and wrinkles, younger clients may be hoping for clearer skin and sustainable products.
Get right to the point
Once you have an initial strategy mapped out for your skin care advertisements, it’s time to get creative. You only have a few seconds — in some cases, even less — to make an impression before your audience loses interest. That doesn’t leave a lot of time for storytelling and background information.
Instead, think about the message your ad can send within one to three seconds. Don’t encumber potential clients with walls of text or lengthy voiceovers espousing the benefits of your offerings; keep copy short, sharp, and witty. Leverage visual elements like before-and-after photos and stunning product shots, and let them tell the story for you. Finally, make sure to use a direct call to action that lets viewers know where to go next, whether it’s to your website to make an appointment or an online retailer page.
Leverage the power of word of mouth
It takes time to earn a client’s trust, particularly in an ecosystem as rife with false and misleading claims as the beauty industry. If someone is learning about your brand or business for the first time, they’re likely not going to take your word for it when you say your services are superior to your competitors. On the other hand, word-of-mouth is one of the most trusted forms of advertising, making it a powerful tool for any self-care entrepreneur.
How can you utilize word-of-mouth recommendations in skin care advertisements? Turn to your online reviews. Positive reviews are a powerful motivator, so highlight your ratings creatively — for example, a 5/5 rating can translate to five star graphics or emojis in an ad. Use quotes from these reviews as well, paying particular attention to those that describe the results of your services. Research shows that 78% of consumers say that product reviews are the most influential resource when it comes to making a purchase, so help them reach that decision more quickly by turning your reviews into advertising testimonials.
Don’t forget your brand identity
Throughout your entire skin care advertising journey, there’s one more critical thing you must do every step of the way: Stay on brand. Your brand identity represents not just what your business does, but the values for which it stands. Those values should shine through in every social media post, every creative asset, and every line of copy. For example, if your brand is sophisticated, soothing self-care, then using bright, neon colors or abrasive audio isn’t going to draw in the audience you want, even if it does grab attention. If you want to build long-lasting client relationships, prioritize long-term brand recognition over any short-term gains.
It takes time to develop and execute a successful skin care advertising campaign, and there are no shortcuts to success. Taking the time to hone your creative elements, define your target demographic, and communicate your offerings in a way that embodies authenticity pays off in the long run, so keep these strategies in mind.