Black Friday Marketing Ideas for Health and Beauty Brands

Black Friday is no longer just for electronics and apparel; it has become a prime opportunity for health and beauty brands to drive significant sales and engage with a wider audience. However, standing out in the crowded Black Friday market requires a deep understanding of consumer behaviour and industry trends. From identifying high-demand products to crafting the right discount pricing strategy, this guide will equip you with actionable insights and marketing strategies gleaned from an analysis of Black Friday 2023 health and beauty trends.

Disclaimer: The data referenced in this guide is primarily derived from US consumer behaviour. However, the insights and trends discussed can serve as a valuable starting point for your own market research and strategy development in Southeast Asia. (in your local country)

Insights into Popular Health and Beauty Products

Black Friday 2023 revealed some key trends in consumer preferences for health and beauty products, giving us valuable insights into what may be popular for Black Friday 2024:

• Skincare Reigns Supreme: Skincare was a top priority for consumers in 2023, with cleansers, moisturisers, serums, and masks particularly sought after. According to DataWeave, skincare products saw an average discount of 25% and accounted for 38% of total health and beauty sales on Amazon during Black Friday 2023. This focus on self-care and achieving radiant skin is expected to continue, potentially driving demand for high-quality skincare products with natural ingredients and scientifically backed formulations.
  
  
• Cosmetics for Holiday Glamour: Black Friday 2023 saw a surge in demand for festive makeup sets, eyeshadow palettes, lipsticks, and other cosmetics. According to a WeClick Media report, beauty and personal care was the fourth most shopped category during Black Friday 2022, accounting for 28% of consumer spending. This suggests that the demand for cosmetics, especially those catering to the holiday season, may persist in 2024. Brands offering limited-edition holiday collections and gift sets are likely to capture attention.
  
  
• Wellness Continues to Rise: The wellness trend remained strong in 2023, with vitamins, supplements, and aromatherapy products being popular. A recent McKinsey study revealed that 79% of consumers believe wellness is important, and 42% consider it a top priority. This suggests a continued and potentially growing demand for products that promote holistic well-being, including stress-relief products, sleep aids, and immune-boosting supplements.

By staying ahead of these evolving consumer preferences and leveraging demand forecasting to anticipate trends and stock needs, you can strategically position your product offerings and marketing campaigns to cater to the potential needs and desires of your target audience, increasing your chances of a successful Black Friday sale.

Understanding Consumer Stock-Up Behaviour

Black Friday's allure lies in its deep discounts, and health and beauty consumers are no exception. The holiday season triggers a stock-up mentality, with consumers eager to purchase their favourite products at a lower price.

Several factors contribute to this stock-up behaviour:

• Seasonal Needs: As the seasons change, consumers may need to update their skincare or haircare routines to address different weather conditions.
• Gifting Opportunities: Black Friday provides an excellent chance to purchase gifts for loved ones at discounted prices.
• Limited-Time Offers: The fear of missing out (FOMO) on limited-time deals encourages consumers to buy in bulk.

By recognising these motivations, you can craft marketing campaigns that highlight the value of stocking up on your products, offering bundle deals, limited-edition sets, or special promotions for your health and beauty products.

Black Friday Marketing Ideas

To stand out in the sea of competition, health and beauty brands need to go beyond simple discounts. Here are a few marketing ideas inspired by successful campaigns:

La Mer Allows Customers to Pick Their Own Custom Gifts

Luxury skincare brand La Mer elevated the Black Friday shopping experience by offering customers the opportunity to curate their own gift sets. Shoppers could choose from a selection of miniature products and accessories, creating a personalised gift bag that perfectly matched their preferences. This not only incentivised purchases but also fostered a sense of exclusivity and indulgence, aligning with La Mer's brand identity.

You can emulate this personalisation strategy by:

• Creating a "Build Your Own" Gift Set: Offer a range of products and let customers select their favourites to create a unique bundle.
• Offering Customisable Packaging: Allow customers to choose from different colours, patterns, or even add a personalised message to their gift box.
• Gamifying the Experience: Introduce a "spin-to-win" element where customers can win additional samples or discounts with their purchase.

By empowering customers to create their own Black Friday experience, you can increase engagement, drive sales, and strengthen brand loyalty.

MAC Cosmetics #MACBlackFriday UGC Campaign

MAC Cosmetics harnessed the power of user-generated content (UGC) with its #MACBlackFriday campaign, leading to a significant increase in brand engagement and organic traffic to its online store. The campaign invited customers to share their Black Friday hauls and makeup looks on Instagram using the branded hashtag.

The #MACBlackFriday campaign saw a surge of photos and videos of excited customers showcasing their new MAC products, creating a virtual community of makeup enthusiasts. This shared excitement amplified MAC's reach far beyond its own channels, as users' followers were exposed to the brand through their posts.

Moreover, the authentic nature of UGC provided invaluable social proof, as potential customers saw real people enjoying and recommending MAC products. This helped to build trust and drive organic traffic to the MAC website, where customers could browse and purchase the products featured in the UGC.

Here's how you can leverage UGC in your Black Friday marketing:

• Create a Branded Hashtag: Craft a catchy and memorable hashtag that is easy for customers to remember and use. This will help to centralize the UGC and make it easier to track and promote.
• Offer Incentives: Encourage participation by offering discounts, exclusive products, or the chance to be featured on your brand's social media pages. This can significantly increase the volume and quality of UGC generated.
• Feature UGC on Your Channels: Showcase the best UGC on your brand's social media pages, website, and even in-store displays. This not only rewards your customers but also provides valuable social proof to potential buyers.

By tapping into the creativity and enthusiasm of your customers, you can transform them into passionate brand advocates, amplifying your Black Friday marketing message and driving both engagement and sales.

Crafting Optimal Product Discount Strategies

Black Friday 2023 discounting trends reveal strategic choices by major retailers according to Dataweave:

• Amazon: Emphasised high discounts on affordable, high-demand products like toothpaste, sunscreen, moisturizers, and conditioners, likely aiming to capture the "stock-up" shopper.
• Ulta Beauty: Similarly focused on essentials like toothpaste, moisturizers, and conditioners, appealing to a broader audience with everyday needs.
• Sephora: Differentiated by offering the most attractive discounts in the Makeup subcategory, capitalizing on its brand strength and the holiday's increased makeup demand.

Tailoring Your Discount Strategy:

These examples emphasise the importance of a tailored discounting strategy that considers:

• Product Category: Analyse your product categories and identify which ones are most likely to drive volume sales versus those that can command a premium price.
• Brand Positioning: Consider your brand image and target audience. Premium brands may want to focus on value-added promotions rather than deep discounts, while mass-market brands can leverage aggressive pricing to attract price-sensitive shoppers.
• Competitive Landscape: Keep a close eye on your competitors' discounting strategies to ensure you remain competitive.

Here are some additional discounting tactics to consider:

• Tiered Discounts: Create excitement by offering deeper discounts on select items or bundles, while maintaining regular prices on core products.
• Gift-with-Purchase: Increase average order value by offering a free gift or sample with purchases over a certain threshold.
• Limited-Time Offers: Generate urgency and drive impulse purchases with flash sales or limited-time discounts.
• Loyalty Programs: Reward repeat customers with exclusive discounts or early access to Black Friday deals, fostering long-term loyalty.
• Personalised Offers: Leverage customer data and insights to tailor discounts to individual preferences, creating a more targeted and effective shopping experience.

Remember, your discount strategy should align with your overall brand positioning. If you're a premium brand, deep discounts might erode your brand image. Instead, focus on offering value-added promotions, such as gift sets, limited-edition products, or exclusive experiences.

Elevate Your Black Friday Success: Plan Ahead and Secure Funding

The insights gleaned from Black Friday 2023 underscore the importance of a well-crafted strategy tailored to the health and beauty industry. By understanding the nuances of consumer behaviour, popular product categories, stock-up tendencies, and effective discounting strategies, you can position your brand for success in the upcoming Black Friday sale in 2024.

The key is to start planning early. Avoid waiting until the holiday rush to strategise your marketing campaigns, manage your inventory, and craft compelling promotional offers. Proactive preparation is essential to capitalise on the immense sales potential of Black Friday.

Need help financing your Black Friday inventory or marketing campaigns? Choco Up offers flexible e-commerce funding solutions, designed to empower your brand. Whether you're looking for a small business loan to ramp up marketing efforts or need online shop inventory management financing to stock up on high-demand products, Choco Up can provide the capital you need to thrive.

Don't miss out on this golden opportunity to elevate your health and beauty brand. Contact Choco Up today and explore how our e-commerce funding solutions can empower your business to thrive.

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