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Makeup Marketing Strategies & How To Create a Marketing Plan + Template


Makeup is a billion-dollar industry and it’s quickly growing. If you want to start a makeup business, you need to have a solid marketing plan in place. In this article, we’re going to discuss the basics of makeup marketing and give you tips on how to create an effective marketing plan. 

As the owner of a makeup business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.

But what goes into a good marketing plan? Below, we will go over some of the key components of a successful marketing plan for a makeup business.

Key Components of a Makeup Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When it comes to marketing a makeup, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, the customers of a makeup business may include:

  • Females aged 16 and older
  • Males with grooming needs
  • Females with skin issues
  • Females who want to change the way they look
  • Females aged 55 and older who have special skin care needs

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of the customers of a makeup business may include:

  • A desire to look their best
  • A need for products that are affordable
  • A want for products that are easy to use
  • A pain point of not knowing which makeup products to use

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.

Create a winning marketing plan quickly & easily with our Ultimate Marketing Plan Template.

Unique Selling Proposition

Your unique selling proposition (USP) is what sets your makeup company apart from other makeup businesses. What do you offer that nobody else does?

For example, your USP could be that you offer the following:

  • The most affordable makeup products
  • The largest selection of makeup products
  • Specialty makeup for sensitive skin types

No matter what your USP is, make sure it is clear in your marketing materials. Your customers should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if you are targeting budget-conscious females, you will want to have a lower price point than other makeup businesses in your area. If you are positioning yourself as a premium makeup company, you will want to have higher price points for your market.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other makeup businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy will determine how your customers will be able to purchase your makeup products. Will you sell your products online, in-store, or both?

If you decide to sell online, you will need to set up a website and choose a platform on which to host your store. You will also need to invest in shipping supplies and develop a shipping strategy.

If you decide to sell in stores, you will need to find a retailer who will carry your product line or  you will need to lease space and develop a store layout. If you buy or lease space, you will also need to purchase display cases and POS systems.

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc. 



Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers. You could also offer promotional items such as coupons or free samples.

For a makeup company, some offers could include:

  • A discount for first-time buyers
  • A loyalty rewards program
  • A free makeup consultation
  • A coupon for a future purchase


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

  • Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business. 

Makeup businesses should consider the following promotional strategies:

  1. Run a social media contest
  2. Give a free makeup consultation with every purchase
  3. Offer a loyalty rewards program
  4. Provide promotional items such as coupons or free samples
  5. Host a special event for customers
  6. Set up a booth at a local mall or trade show
  7. Sponsor an event or charity fundraiser
  8. Develop partnerships with other businesses
  9. Advertise in local newspapers or magazines


Digital Marketing Plan

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

Makeup businesses should consider the following digital marketing strategies:

  1. SEO: Optimize your website for search engines so that your makeup products can be easily found by potential customers.
  2. PPC Advertising: Advertise your makeup products on search engines and social media platforms using pay-per-click advertising.
  3. Social Media Marketing: Use social media platforms such as Facebook, Twitter, and Instagram to promote your makeup products to a wider audience.
  4. Email Marketing: Use email marketing to reach a larger audience and encourage them to visit your website or make a purchase.
  5. Website Design: Make sure your website is mobile-friendly and easy to navigate, so that potential customers can easily find the information they need about your business.
  6. Website Development: Develop a website that is specifically designed for a makeup business. This can include a section for product information, images, and customer reviews.
  7. Online Store: Set up an online store to sell your makeup products to a global audience.
  8. E-Commerce Solution: Use an e-commerce solution to manage your online store and process payments securely.
  9. Social Media Management: Manage all of your social media accounts from one central location, so you can easily update fans with new products, offers, and events.

Download our Ultimate Marketing Plan Template to quickly and easily complete your marketing plan.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.

Makeup businesses should consider the following conversion, referral and retention strategies:

  1. Loyalty Rewards Program: Offer loyalty rewards to customers who make frequent purchases or refer new customers to your business.
  2. Referral Discounts: Give discounts to customers who refer new customers to your business.
  3. Customer Incentives: Offer incentives such as free shipping or a free makeup consultation to encourage customers to make a purchase.
  4. Customer Service: Provide excellent customer service to keep customers coming back. Respond quickly to any concerns or complaints, and always go above and beyond to exceed customer expectations.
  5. Social Media Engagement: Engage with customers on social media platforms such as Facebook, Twitter, and Instagram. Answer questions, give product recommendations, and run social media contests.


Financial Projections

Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.

Financial projections for a startup makeup business may include:

  • Monthly Marketing Expenditures
  • Expected Sales
  • Break-Even Point
  • Profit & Loss Statement
  • Cash Flow Statement
  • Balance Sheet



The above strategies are just a few things to keep in mind when creating a marketing plan for your makeup business. Remember to tailor your plans and strategies to fit the unique needs of your business, and always track your progress so you can make necessary adjustments along the way.

By following these steps, you can develop a quality marketing plan that will help you successfully launch and grow your makeup business. Just remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!

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