7 Ways to Market Beauty Scalp Care Before Your Competitors

One of the biggest marketing within the beauty industry today is scalp care, but how do you market scalp care products before your competitors? The global hair and scalp care market size was valued at USD 80.81 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 6.6% from 2021 to 2028. As a new product type in the market, how do we market scalp care to beat your competitors?

Christian Kasteler head of R&D at Dynamic blends describes the market for Cosmetic Design, and explains that "there's next to nobody in the scalp care market, and this leaves the category wide open for innovation." He claims that brands should be focusing on marketing their products' uniqueness: not just through marketing and packaging, but the actual chemical formulae, and individualised products for individualised needs.

Are you ahead of the game and have launched scalp care products? Here are seven ways to market scalp care to your business target audience.

1. Bundle hair care packages to cross-sell your scalp care products

Market your scalp care products by bundling products on your e-commerce website. Scalp care is a relatively new product in the mass market, and consumers require education. Generate bundles with shampoo and conditioner to show your customers how to combine the scalp product in their hair care regimen. Include a step-by-step program in your product copy to let customers know why they should buy the shampoo, conditioner and scalp care bundle.

Back up the reasoning behind your bundle with factual benefits. For instance, adding a scalp serum after your moisturising shampoo and conditioner builds up the hydration in your hair follicles. The more you teach your audience, the more they will know and are likely to experiment with different types of products.

2. Create mini travel-sized options as incentives and upsell with your hero products

Market travel-sized scalp care products incentive to give it a little try without committing to an entire bottle. Allowing customers to test a low-cost smaller version of an original product creates trust in a brand.

A travel-sized product is a solution to guilt-free experimentation with your beauty products. Beauty products unlike other products remind customers of wasted money if they (we) don’t finish the entire bottle. Experimenting with full-sized products can take up a lot of bathroom shelf space, and at some point, something's gotta give. Don't let customers bypass experimentation due to a shortage of space.

Mini versions of beauty products also facilitate upselling as your business closes up the sale. Cross-selling mini versions also give rise to return customers if they enjoy the travel-sized product increasing your average order value.

3. Use reviews in display and social ads to create trust and authenticity

Beauty products require education on the contents inside the bottle, and how to use the said product most efficiently. Scalp care products are on the periphery of hype products. To market your new product, use quotes from reviews describing a healthier scalp, how often the customer has used the scalp care, how much the customer applied and how often. Was it on wet hair or dry? Does the type of scalp care you choose depend on your hair type? Allow your customers to educate each other to build trust.

Acquire reviews by prompting automated emails requesting reviews, and use discounts as incentives to write a review.

Creating trust in an unknown market as scalp care is key when upselling and increasing your average order value. Use display and social ads to build unconscious trust within your brand's scalp care products.

4. Let the influencers market scalp care products to their audiences

Authenticate your product by using influencers. Show your audience that scalp care can elevate your hair care routine. Influencers are a cost-efficient way to build trust with potentially interested customers. Keep in mind that influencers are content creators, they are videographers, makeup artists, stylists - the list goes on. This doesn't even mention engaging with their fanbase. Pay influencers what they are worth, the right influencer will pay off in time.

Educating an audience on scalp care products is marketing gold. We all have scalps, most of us use shampoo regularly and experienced the pandemic. COVID-19 prompted beauty at home according to recent statistics, and prediction indicates scaling. Scalp care isn't a mainstream product, there's still a gap in the market, meaning there is more room for you to make revenue increases.

Influencer marketing is a powerful method to educate consumers beyond ads, blog posts and generic ad copy filling your website for SEO purposes Google loves - but your customers might not want to read a 5,000-word blog post when there are youtube videos to consume.

5. Give-away scalp care beauty products in social media competition

Allowing consumers to use the product without having paid for it, as an add-on is going to create a positive emotional response towards your brand and product. Scalp products are seeing an increase in the market, but it is not yet generic. Creating a positive initial response to scalp products can ignite a permanent positive emotional response to your brand, especially concerning scalp products.

Marketing a free scalp product is also a great, method to increase average order value and increase the conversion rate. Some things must be repeated: we all love free products. Out of all the ways to market scalp care products before your competitors, this one is the most bullet-proof method.

Giving away items on social media also allows for the customer to test out items they are interested in, but not willing to spend money on just yet. Spreading education via brand awareness and creating an opportunity such as a giveaway on social media can convert a customer from the consideration phase of the customer funnel to a conversion.

6. Produce and create educational content to market scalp care products before your competitors

As mentioned prior, educating consumers on how to use scalp care products is key in marketing. It becomes easier to market your scalp care products before your competitors if you show how to use them, what the immediate benefits are, in which order to use the product and what to combine your scalp care with. Do you combine it with a product range with a specific aim? Cross-sell. We all have scalps, and cross-selling and up-selling scalp care products is going to result in a higher profit than sea salt spray or volumising mousse.

Apply a user experience-focused strategy to educate your consumers. Use the navigation bar to separate hair concerns, such as hydration frizz. Add scalp care products within each of these categories to indicate usability.

7. Market scalp products with a solid SEO strategy

Last but not least focus on your SEO strategy to market scalp care products before your competitors. The SEO market for scalp care products is on the rise. But it’s not as competitive as 99% of other hair care products. Take advantage of the gap in the market and increased popularity by investing in SEO. Market your scalp care products efficiently by allowing potential consumers to find you through relevant keywords. With the iOS 14 update, it has become increasingly challenging to be discovered by unassuming potential customers. Investing in good SEO is long-term beneficial, it is highly unlikely that a similar series of unfortunate iOS 14 events will occur to the Google algorithm. At least, any time soon.

A new product within the beauty industry is very exciting from a marketing point of view. Enjoy experimenting with these ways to market scalp care products before your competitors do. There's still time.