The Best Skincare Branding of All Times
Featured Image: iStock/adia_bormotova
If you look at the skincare brands around you or observe your own preferences, you will realize that a lot of them have to do with effective branding. Consider some of the most famous skincare companies in the world like L’Oreal, Chanel or Dove. You might be able to instantly recognize their products anywhere with the color scheme or just the tagline. L’Oreal’s slogan, ‘You’re worth it’ is certainly one of the biggest reasons behind the popularity of their products.
Good skincare branding relies on all such factors which can make the items stand out from the rest and attract a loyal clientele. It’s how some of the biggest skincare brands have made an impact globally and experienced growth.
With elements of your visual brand identity such as logo design, typography, color palette and imagery you can make a positive first impression on the consumer and progress further. Your web design, product packaging, mission statement and tone of voice have a huge role to play as well.
These are crucial to building trust with the target audience, which is key to selling skincare products and can help you connect with them emotionally. According to a survey, 81 percent of consumers are of the opinion that they should be able to trust a brand before investing in their products.
In a highly competitive industry, it can be tricky to convince people about the authenticity and quality of your skincare brands. These are some of the companies that have won with their best skincare branding of all times.
1. L’Oreal
The name is no stranger in the world of skincare and beauty. It is an iconic skincare brand, with a renowned beauty logo, which was created in 1909 and has become one of the biggest names in the industry presently. L’Oreal has managed to build a loyal customer base over the years with their print and digital branding strategies.
From featuring global celebrities such as Helen Mirren, Eva Longoria and Katherine Langford on billboards to influencer marketing, the brand has made powerful statements of diversification with their branding. Recently, the brand made waves with its one-of-a-kind digital makeup line that was launched on Snapchat, Google Duo and Instagram.
It allowed consumers to try on different looks as filters and test out products virtually. This branding strategy targeted a younger audience in the age demographic of 18-25 years.
With its unique product packaging for each range, simplistic and timeless logo, and tagline, the company continues to acquire a large following and make a strong impact. L’Oreal is the official cosmetic brand of the Cannes Film Festival and has collaborated with ambassadors from different countries.
Image Source: lorealparisusa.com
2. Dior
This skincare and cosmetics giant is a subsidiary of the LVMH luxury fashion group. Dior is known for its exclusive and high-end skincare products across the globe. With its well-designed and appealing website and social media campaigns, the brand has managed to stay relevant over time.
Dior’s branding campaigns are all about luxury and focus on giving the best to their consumers. The brand was regularly partnered up with celebrities to promote its skincare range.
It ran an inspiring Mother’s day campaign with the help of global celebrities such as Gisele Bundchen and Marsai Martin to promote its skincare line for women of various ages.
Image Source: fashiongonerogue.com
3. Dove
The company was founded in 1957 and is perhaps known for its long-running campaign of promoting ‘Real Beauty’. If you think about it today, Dove came up with one of the best branding ideas that young girls and women can relate to easily. It began running the campaign in 2004 and has made headlines for its use since then by their audience across the world to share their real stories.
The brand’s ‘beauty pledge’ invites consumers to talk about their experience with skincare and cosmetics, and promises to build their confidence.
Its campaign has run on social media networks such as Facebook and Instagram, and on their website as well. This has helped showcase the brand values of Dove and made it a household name among consumers.
Image Source: dove.com
4. The Ordinary
In a short span of time, the skincare brand by Deciem has built a loyal customer base. The brand has made use of authentic packaging which lists the ingredients and their value in the products on the front. You can get Niacinamide or Vitamin C serum in the right percentage for your skin. This is one brand that has relied on word of mouth and online forums for promotions.
The brand has carefully created a positive brand image with their transparency and inclusive marketing. Before the launch of this company, there were rarely any skincare products which focused on the formula or the value of ingredients. The Ordinary changed that by making each detail prominent on their products.
When people pick up their items, they get an exact idea of what will work best on their skin. This company has also marketed their products with unique names like the Hyaluronic Acid +B5. According to Deciem’s co-founder, The Ordinary’s marketing strategy was fairly simple and based on honesty with the consumer.
She stated, “We are honest with our research and well-studied ingredients, and didn’t rush into marketing campaigns to convince people to love us. We did the right thing and waited for our audience to follow.”
Image Source: Pinterest
The company’s branding techniques have been quite subtle. Their neutral packaging is designed to keep the attention on what the product has to offer. It is one brand that has been made popular by skincare bloggers on Youtube and TikTok.
5. Chanel
One of the most well-known beauty brands in the world, Chanel ranks highly with its branding. It was founded during 1910 and has since then branched out in cosmetics and skincare for young girls and women. Chanel is known for luxury items and a pricier range of serums, moisturizers and cleansing solutions.
The brand focuses on social media engagements and shares clips of tutorial videos or advertisements to promote its products and new range. It has frequently collaborated with influencers such as Julie Sarinana and Virgina Vircelli to attract a younger demographic of consumers. Chanel also made Lily-Rose Depp one of its brand ambassadors to highlight its exclusivity and popularity among different generations.
Image Source: Instagram.com
Its iconic logo has also been a part of its successful branding campaigns and makes the skincare products stand out anywhere.Instead of the two interconnected “C’s”, you see the classic wordmark on all the items. Since the beginning, the brand logo design represents luxury, quality and sophistication.
As the company has branched out to skincare, its use of the wordmark has added to the appeal of its products. The consumers know that they are the best of the best and worth the high price at times.
6. Estee Lauder
This innovative skincare brand has kept up with the times since its creation in 1946. The brand has come up with some of the most famous beauty campaigns featuring celebrities such as Eva Mendes, Karlie Kloss and Kendall Jenner.
Since its early days, the brand attracted a wide consumer base with its promotions which included rewards for people who bought the products. In 2015, Estee Lauder launched an offer to give customers a free supply of their Advanced Night Repair on any purchase of the New Dimension Skincare line.
Its branding campaigns since the last decade are mainly targeted through digital platforms and social media networks like Instagram and Facebook.The company made use of influencer marketing and came up with the ‘Beauty All Night’ promotional tour. It basically followed influencers in New York and Hong Kong who created and shared several looks with Estee Lauder products.
Recently, the brand announced a collaboration with NASA and stated that they were sending serums to space. By collaborating with various organizations and celebrities, the company has increased its reach and created a strong brand which will be relevant for years in the future.
Explore: How To Make Your Beauty Brand Logo Design Fabulous – Step By Step Guide
7. Clinique
It’s considered a subsidiary of Estee Lauder and is known for creating high-end and affordable skincare products. The company’s branding strategy has relied on appealing advertisements and campaigns on social media which help increase its reach and engagements.
Clinique made waves with its social trend that encouraged consumers to share stories about ‘starting better’. The hashtag ‘start better’ got over 10 million impressions on Youtube and Twitter. It also led to a rise in its sales with 33 percent of consumers expressing their interest in the brand’s products.
As a brand, they have continued to play a role in helping people bring positive changes in their lives and make a difference in society as well. The manifesto video is just one example of how the Clinique has managed to maintain a positive perception in the minds of the audience over time.
8. Neutrogena
The skincare brand has a loyal following among consumers of all ages. With effective packaging and an informative website, this brand connects with young girls and adult women across the globe. Its campaigns have focused on real people sharing their stories and experience with Neutrogena’s products.
At the start of the pandemic, the brand launched its ‘Love Neutrogena’ campaign, showing families and individuals using the company’s skincare products and staying safe in their homes.
Just a couple of months ago, Neutrogena announced their ‘People with Skin’ campaign. The brand collaborated with Kerry Washington to promote accessible skincare for all. It showcased its social awareness and values by highlighting skin care, which goes beyond skin color, race and affordability.
9. The Body Shop
It is considered one of the fastest growing brands as of 2021 and has a market value of $725 billion. With a socially and environmentally conscious message in their campaigns, the skincare company has gathered a huge following since its creation. It stands apart with its use of natural ingredients and a promise to prevent waste.
Bodyshop’s branding campaigns have been promoting these causes and becoming quite popular among millennials and Gen Z. They market their products as cruelty-free and actively campaign against animal testing. The brand also has an ‘Enrich not Exploit pledge which highlights its goals and commitments in the future towards their products and the planet.
It has collaborated with known personalities like Maisie Williams to run campaigns which encourage safe testing methods.
10. BioDerma
The brand specializes in skincare and catches the eye for its simplicity. It’s actually a pharmaceutical company that specializes in skin and hair care. Their branding has been focused on creating awareness within the people about the advantages of their products.
Its branding is one of the best due to engaging campaigns on social media and blogging platforms. BioDerma has collaborated with skin experts, dermatologists and beauty blogs to raise awareness about its products frequently.
Wrapping Up
These are some of the best skincare branding of all time. If you are looking for inspiration for your own business, you can take a look at their techniques and products. These companies have managed to stay relevant by targeting consumers with new and improved campaigns and showcasing their social awareness as well.
