Creative 7 Min Read

Creative Tips from Our Designers for Beauty & Cosmetics Brands

Written by Tim Edmundson

So you have done your research on what audience your brand should be targeting, and know exactly what you want to tell them about your products. The next step is designing your creative. Sometimes it can be hard to know where to start – do you focus on the products or look to your video catalogue to provide branded content. To make it easier on you, we asked our Creative team what recommendations they would have for any brand designing ads in the Beauty and Cosmetics industry. They came up with some ways for you to stand out from the crowd, and even provided some example ads so you can be sure to be on the right track when you get started on designing your next digital campaign.

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Employ the Use of Carousels

One of the most significant recommendations that our design team had for any beauty brand looking to make a sale was to use carousels, or, more specifically, “funky and custom carousel ads” as our creative project manager Helen Barden describes them. These ads allow your audience to see multiple products, and according to a report by Kinetic Social they can be 10x better at getting people to interact than a static ad, a statistics that our team has also found to be true.

Ads with carousels can be especially effective in a retargeting campaign, and since our team has found that sales and promotions are one of the most effective campaign strategies when it comes to beauty and cosmetics, using a product carousel can be an easy way to convey any discounts a viewer may get if they return to your site to purchase.

Carousels are an effective way to show off your brand style and a few of your products.

Show Off Your Strong Product Photography

Do you have a strong brand style and recognizable product photography? If so, consider making that the main focus of your next digital ad campaign. A report by Consumer Acquisition found that the images a brand uses in an ad can be responsible for 75%-90% of that ad’s performance. Our team tries to include product images in most beauty and cosmetics digital ads, because they provide context for any copy or messaging, and make it even more clear what you are advertising. This is especially true of you have a well-designed product featured in the ad. If you are looking to use images with people in them, consider using your own photography. Using a real person associated with your product instead of a stock photo can increase conversions by 35% according to Marketing Experiments.

Of course, we understand that not everyone has a cache of product photos ready to go for each campaign. If that is the case for your brand, the next recommendation is for you.

Catch Their Eyes With Bright Colors

If you don’t have the time or budget needed to create strong photo assets for your products, there are plenty of other options at hand. One of the easiest ways to design a successful cosmetics ad is to use bright colors to attract the attention of a potential customer. According to a study done by Emerald Insights, people make up their minds within 90 seconds of their initial interactions with either people or products, and 62‐90% of their assessment is based on colors alone. You can think about it this way – if your ad doesn’t catch the attention of a viewer, they won’t even read your ad copy, let alone click through.

There are a few ways you can choose these colors, the most straightforward being the use of your own branding in the selection process. Color psychology can also be very helpful – if you are advertising an exciting sale or new product, bright and warm colors like red and yellow can help convey the energy of your campaign. And you can always A/B test to see what combination of colors catches the attention of your audience most effectively.

Don’t underestimate the impact of a brightly-colored digital ad!

Make Your Ads More Animated

While an effective video ad can be a good way to make an impression on your target audience, especially if you are running them on social, our design team suggests that beauty and cosmetics brands think about using animated ads instead. If your brand has a strong identity, we have found that animated ads can be even more effective at catching the eye of a viewer. This is because they can be more immersive, not to mention your ability to show even more elements within this format because of increased control over the content. But if you do decide to go with a video, make sure to keep it short. Studies on the prefered length of a video ad found that viewers, on average, watch more than 80% of a video shorter than 30 seconds. And as the length of a video increases, that engagement drops.

An Animated ad will catch the eye of a prospective customer.

Engaging Ads will Win you Customers

With these recommendations in mind, you should be on the right track to making ads that not only engage your audience but keep you top of mind the next time they are looking to buy their next beauty and cosmetics product.