As a luxury skincare brand, there are multiple components that go into crafting an exceptional experience that helps you stand out online.
From the wording that you use, to describe your brand to how your overall experience works for your customers.
Which is why I’ll be giving you insights about how to help your luxury skincare brand stand out online. So that you can capture more of your ideal customers’ attention.
And scale your business to a level that you desire.
Starting with some planning on the perception of your brand. Let’s dive in!
Define Your Strategy
Don’t let the word “strategy” discourage you. We can often see strategy as the boring part of business. But it is so vital to the success of your brand and attaining your business goals.
Having a winning strategy or plan for your business will be the foundation from which your brand operates. As a luxury brand, the generic advice that others in different industries work from doesn’t work for your business.
The type of customers that are attracted to luxury goods are simply different. Consumers of luxury goods want to invest in the best and value quality and well-crafted experiences.
With that in mind, as a luxury skincare brand you’ll want to ensure that you are incorporating your ideal customer’s psychology of wants and desires into your strategy.
This often includes researching your ideal customers and getting their honest opinions about what influences them to buy. Once you have that information, you can use it to formulate your own winning strategy. That will set your luxury skincare brand apart from the market.
For further reading, see What Is Luxury Brand Strategy & Why It’s Important.
Showcase Your Brand’s Difference
One way to help your luxury skincare brand to stand out is to define your difference in the market. You can do this by niching down and focusing on covering a specific target of the market. For example, focusing on hyperpigmentation for mature skin.
A real life example of having a brand difference is La Mer founded by Dr. Max Huber. La Mer found its origin after Dr. Max suffered from burns in a lab accident. This led to him creating La Mer which crafts their products by…
“A fermentation process that transformed sea kelp and other pure ingredients into Miracle Broth™. This cell-renewing elixir at the heart of Crème de la Mer would finally transform the look of his skin.” – La Mer
You can dive in deeper to La Mer’s brand story to discover what makes them different. Allowing them to charge a premium price for their products and build a loyal customer base.
Being clear about why your luxury skincare brand is unique will naturally attract the customers who resonate with your brand origin and solution.
Focus On Your Customers Experience
Your customers are the ones who turn into your brand loyalists. They will be the ones who return to make purchases, support your launches and recommend your brand to others.
So focusing on the type of experiences your customers have is very important. From that first introduction to receiving their products. Each part of their experience needs to be planned & meticulous.
In luxury, the experience is everything. Especially for brands that sell similar products, luxury consumers will pay a premium for a premium experience & product.
Think about each potential experience your customers could have with your brand. Be clear on how you’ll engage when it comes to:
- Social media questions & DM’s.
- Email correspondence.
- Product questions & information.
- Website interactions.
- Plus more.
Treat your customers’ experience with the utmost care.
One of the important destinations your luxury brand customers will engage with in your business is through your website. Once you’ve attracted them to your online store, make sure it’s up to par.
If your online store appears amateur, it will lower your brand’s perception of trust and & credibility. Ensure that your brand is consistent, that your website is professionally designed and that the checkout process is seamless. With additional personalized emails, set up via automation to keep your customers informed about their order.
For additional reading, explore eCommerce Personalization: How to Elevate Your Online Store Experience.
Continue to Nurture Your Customers Relationships
Once you’ve earned the sale, your job doesn’t stop there. Now you have a new customer that you can turn into a long-term, high-value customer.
Since you’ve put a lot of effort into acquiring their business, you’ll want to maintain that relationship. You can do that by ensuring that you nurture your relationship with them on a deeper level.
How? You may be thinking.
One way is to give them an intimate access to your brand. That could be through an exclusive email list where they get the first notification of new releases that keeps them informed.
An email list will also allow you to build stronger brand awareness. Opening their eyes to your brand’s difference. Because an email list also gives you direct access to your customers instead of through third-party channels like social media. This will give you greater control over the conversation & level of engagement.
Look at your luxury skincare brand and find any gaps that you may have missed or discover any areas you could improve upon. If you have questions, reach out to me here at The May Creative and we can discuss a solution for you.