When you think of cosmetic marketing in 2023, do you still think of the perfect porcelain skin models with pouty ruby red lips?

Or do you picture the diverse range that brands now market to the world?

Here is how brands are making a revolutionary impact on the cosmetic market in 2023.

Cosmetic Marketing Impact #1: Breaking the Gender Norm Roles

Cosmetics has always been worn by both genders but have you ever seen it advertised that way? Makeup is for anyone and everyone, and brands are sending that message out loud and clear.

Milk Makeup’s “Blur the Lines” campaign highlights that there is no need for cosmetics to be labeled with a gender. Makeup is accepting of no matter who you are, and helps people express themselves. 

It is now normal to see women, men, non-binary identifying people in cosmetic marketing across almost every brand.

If you were to walk into Ulta or Sephora today, no one is going to look the same and that deserves an applause!

Everyone is so unique that it needs to be celebrated widely. 

Cosmetic Marketing Impact #2: Redefining What Beauty Looks Like in the Media World

Although we are breaking gender norms, we are most importantly redefining what beauty actually means to the world. 

In the ad above from Charlotte Tilbury’s new Beautiful Skin Foundation you can see the marketing indicates that the woman is beautiful before AND after the makeup application.

What an empowering/forward way to market to people!

Cosmetic marketing is reshaping the way beauty is perceived by showing different body types, skin, races, and age.

There is no one defined way beauty is labeled across the media outlets now.

We as consumers are aware that not everyone looks the same and the market shouldn’t cater to one set group of people.

People who didn’t have options before now have them and people who were underrepresented are now being seen.

Rihanna’s launch of Fenty Beauty back in 2017 revolutionized the way brands are now expected to release new launches.

Inclusivity is the new norm and expectation from all brands, whether you're a big named brand or incoming baby brand.

Not only are products being made inclusive but photo marketing is becoming required by some companies to be inclusive.

Cult Beauty is a UK based cosmetic e-retailer that officially banned the use of retouched photos within their content creators.

Photos supplied by brands are to be labeled as ‘Retouched’ or ‘Untouched’ to help fight the use of exaggerated body types.

Cosmetic Marketing Impact #3: Social Media/Influencers Power Over Brands

Who here has been influenced through Instagram, Tik Tok, or Youtube on a product? All hands raised over here!

Instead of relying on the traditional makeup advertisement on TV or through a magazine, social media has become the voice of reason.

When a brand launches new products is it not routine to wait for a review to pop up on Tik Tok or Youtube first.

Brands are now aware that social media can make or break them, one wrong review that goes viral with over 1M views…happy thoughts is all we can do.

Have we ever heard of PR? Or watched an influencer do a PR unboxing? Psst…that’s a cosmetic marketing tactic but not at the same time.

Yes, the brand wants people to know about this incoming hot new product but they are more focused on how their image comes across the consumers.

The brand wants to make a lasting impression on the consumer AND the influencer! That’s the important part.

When an influencer is impressed with a brand it’s only natural for them to want to talk about them to their subscribers and reach a wider audience.

At this point it’s no surprise that many brands replicate the viral products floating around social media. They know influencers are going to want to put to the test and compare.

Word of mouth spreads and that’s how products or brands become viral. It’s like killing two birds with one stone if you think about it.

Cosmetic Marketing Impact #4: Trends and Aesthetics 

Not only are influencers influencing you to buy products, but they’re influencing you on how to apply them  in the way of the upcoming trend.

Has anyone heard of the “critically acclaimed” (it’s not really, but should be) clean girl aesthetic? Or how about the new “strawberry look” inspired by Haliey Bieber?

From these viral products comes these viral trendy looks/aesthetics that take social media by storm. Gen Z has really revolutionized the way trends have been changed into society today. Take a look at how they reinvented the way the “Old Money Look” is replicated now!

Cosmetic marketing has quickly learned how to capitalize on this. New launch campaigns fall into the trend or they collaborate with the “it” influencer with the power to sway people in their direction. 

With Gen Z’s more conscious approach to brands cosmetic marketing has changed to fit the aesthetic. It’s simple, clean, authentic, and approachable.

Cosmetic Marketing Impact #5: Prioritizing Mental Health as a Everyday Norm

Brands like Rare Beauty are prioritizing mental health within the cosmetic industry by raising awareness and providing easily accessible resources to young people.

You can see this within their marketing whether it be through new product launch campaigns or right down to the packaging with the aspirational names.

Consumers are constantly interacting with Rare Beauty’s mission that a community has formed. This fund provides articles/blogs, quizzes, crisis lines, defining who you can go to for YOUR own form of help.

There is also a powerful mental health council that offers the guidance many might need. Take a look at the impact they made in their 2022 roundup!

The biggest takeaway all brands like to emphasize is to give yourself love to. Self-love is a real thing and should be a priority to everyone. Remember it’s not only the physical but the mental as well. 

Doesn’t it just make you feel pride for how far beauty has come over the years? From the advancements, breaking of stereotypes, down to the actual definition.

There is only positivity from this point, and a wide range for brands to grow within.

 ✍️ Written by Yazmine Valmonte