Small & Medium Business Guide
Beauty Advertising on TikTok: The Best Marketing Solutions for Your Brand or Beauty Service
From being a thriving platform for a beauty community built on diversity and authenticity to offering unique tools for showcasing transformations, in-depth tutorials and expert advice, TikTok offers beauty businesses a key opportunity to advertise directly to a highly engaged audience.
TikTok isn’t just grabbing and holding users’ attention, it’s also significantly influencing their shopping and decision-making.
Showing up in this space is integral for meeting your customers where they already are – as is staying abreast of what consumers are searching for.
What beauty consumers are looking for on TikTok and how to activate your beauty brand:
Skincare – they’re discovering new brands and products, seeking personalised skincare routines for different skin types, and learning application techniques.
💡 Share real customers and their results since using your skincare or services. Create content explaining the benefits of your product’s ingredients and demonstrating which products work best for different skin types.
Haircare – consumers are interested in the latest styling trends, haircare tips for different hair types, and discovering new products and brands.
💡 Explain why your hair products or service is a favourite among consumers. Share your expertise, and create hair care and styling guides featuring your products.
Fragrance – they’re searching for specific fragrance recommendations, discovering new brands, and looking for affordable options.
💡 Explain your perfumes through evocative moods, seasons or aesthetics, share guides to different fragrance families (floral, amber, fresh, woody) and include your recommendations for potential shoppers.
Make-up – users are browsing for make-up tutorials and product recommendations.
💡 Explain why your product is an essential addition to any make-up bag. Consider tutorials that spotlight its key benefits and unique features.
Nails – seeking tips for maintaining healthy nails, long-lasting products, trending nail styles, and nail art inspiration.
💡 Demonstrate your most popular nail products in action, emphasising their best features and how they help users achieve their desired look.
Marketing on TikTok for different types of beauty businesses
Once you understand the trends in your beauty brand or services’ niche, you’ll want to amplify your ad creative through the right TikTok advertising solutions. We’ve broken down solutions for businesses that sell beauty products, sell beauty services and those that deliver a mix of both. Scroll on to find the optimal solutions for your type of business.
1. Advertising on TikTok for beauty product brands
If your beauty brand deals with regular skincare (not a prescription or custom formula), personal care or food and beverages (e.g. ingestible skin-supporting products), there are several solutions to try. Opt for:
Increasing your brand awareness through:
Driving more sales through our native and seamless shopping experience through our commerce solution Shop Ads and/or Web Conversion where you direct people to your website to complete a specific goal such as driving sales on your website.
🔎 The Raw. is a cosmetic brand from Malaysia that employed a full-funnel TikTok advertising strategy. The brand leveraged Reach & Frequency (R&F) Top Feed to predictably optimise reach and customise the frequency of their ad appearances. On top of that, they also maintained customer engagement through Community Interaction and drove sales through Shop Ads.
2. Advertising on TikTok for beauty services
For those selling beauty services, several factors come into play when advertising on TikTok: salon or clinic location availability, lead generation channels and services available, and whether the service is in the remit of what a customer is seeking.
To market your beauty service, we recommend trying Lead Generation objective where you attract prospects and engage leads on TikTok or gather lead information directly from your own website. With TikTok's lead generation, when a user clicks the call to action (CTA) on a lead ad, they will either be directed to an Instant Form where they can learn about your business, provide their contact details, and express interest in your product or service, be redirected to your website to submit their information, or be taken to TikTok Direct Messages or instant messaging apps for further engagement.
Considering the high consideration levels for prospects to come to the clinic, maintaining brand awareness through an upper funnel strategy such as Reach, Video Views & Community Interaction is also important. In the meantime, focusing on the "best-selling" service with a competitive price offer which might help to drive more actual conversion for prospects to visit the clinic after the lead generation process.
🔎 Phương Đông, a Vietnam-based beauty clinic successfully increased total conversations and drove customer footfall to clinic with TikTok Direct Messaging Ads.
3. Advertising on TikTok for beauty products and services
Some beauty businesses deal with high-consideration products that require consultation before purchase. That might include those in which consultation and product are sold as a bundle, e.g. custom cosmetics or specialised skincare treatments, or involve beauty product sellers who are also trying to sell their referral fee program. For these types of combined service and product businesses, generating leads from TikTok is possible through a variety of solutions:
Running Shop Ads and/or Web Conversion to sell the beauty product and nurturing prospects of the beauty service through Lead Generation as a form of "consultative selling".
Additionally, to keep being top of mind in the customers' point of view, an upper funnel campaign is also important to drive more product and/or service awareness which can help to increase conversion rates in the longer terms.
🔎 Remember to support your paid content with an engaging always-on organic presence on TikTok. Sustainability-focused Aussie brand Conserving Beauty’s organic content has driven significant results, recording an average of 5,000 monthly web visits from TikTok and gaining over 1.1 million ‘likes’ across their videos.
Keep reading for more inspiration and case studies and get started with TikTok Ads today!