Marketing for
cosmetics brands

Marketing for cosmetics brands starts with the label

Beauty is one of the most competitive categories online, and one of the most regulated. In Canada, cosmetics are overseen by Health Canada, and manufacturers and importers generally must notify Health Canada about a cosmetic product shortly after they start selling it. Mandatory label information is generally required in both English and French. Marketing for cosmetics brands has to work inside those rules, which is less limiting than it sounds.

The key line is between cosmetic claims and therapeutic claims. A cosmetic can cleanse, moisturize, soften or improve appearance. Once copy says a product treats, heals or prevents a condition, it can be regulated as a drug or natural health product, with very different requirements. I write product pages that describe feel, results on appearance and how to use the product, and I flag lines your regulatory adviser should check.

How beauty buyers shop

Buyers research ingredients and routines, watch videos and read reviews before trying a new brand. Searches look like "vitamin c serum Canada", "fragrance-free moisturizer for sensitive skin", "natural deodorant made in Canada". Product pages that answer ingredient, skin type and routine questions rank for those searches and convert better from ads.

Reviews matter, and they must be genuine. The Competition Act prohibits fake or misleading reviews, including undisclosed paid or incentivized ones. Influencer posts need clear disclosure. More in the article on the Competition Act, reviews and pricing.

Ads that pass review

Meta is the main growth channel for many beauty brands, but its policies limit ads that imply something is wrong with the viewer's body or skin. Texture close-ups, routines, application videos and real customers with permission work well and stay approved. E-commerce ads on Meta and Google Shopping together cover discovery and search.

Repeat purchases are the business

Most skincare and haircare products run out. That makes reorder timing the most valuable piece of marketing a beauty brand has. Reminder emails or texts sent just before the product runs out, bundles for routines, and early access for loyal customers raise the lifetime value of every customer you paid to acquire. All of it needs CASL consent, collected at checkout.

French labels and Quebec customers

French matters for labels and for Quebec customers. My work is in English, so French labels, product pages and emails come from your own team or translator, and it is worth knowing who will handle them before you launch. The rules are summarized in the guide to English and French marketing rules.

Stockists and spas

Many cosmetics brands grow through salons, spas and independent shops. A wholesale page with your terms, minimum order and a contact form for stockists turns your website into a sales tool for that channel too. Add downloadable product sheets and shelf photos, and a salon owner can say yes without waiting for a sales call.

For fashion and accessories, see marketing for fashion brands. For spas that might carry your line, marketing for spas shows what they care about. Brands on Vancouver Island may find digital marketing in Victoria useful.