Introduction to Beauty Marketing: Then and Now

When you think of beauty marketing today, what comes to mind? Maybe it's the makeup tutorials you see on YouTube, or the skincare routines posted by influencers on Instagram. It’s hard to imagine that just a few decades ago, beauty marketing looked completely different. To understand how beauty marketing has changed, let’s take a trip back in time and see how brands first got their message out there—and how things are very different now.

Beauty Marketing in the 20th Century

Back in the 20th century, beauty marketing relied on traditional forms of media like TV ads, magazines, and radio. TV ads were huge, companies used commercials to reach millions of people all at once. If you’ve ever seen those old shampoo commercials where someone’s hair looks super shiny, or a glamorous makeup ad from the 1950s, then you know what I mean. These ads were all about showing off beauty products in a way that felt aspirational. They often targeted women, presenting beauty as a luxury you could achieve through the right products.

Magazines like Vogue or Cosmopolitan were also key to getting beauty products into the hands (and minds) of consumers. The pages were filled with glossy ads that featured celebrities, perfect beauty shots, and messages about achieving an idealized version of beauty. These ads were designed to make you think, “If I use this product, I can look just like them.” Beauty marketing in the 20th century often gave off the vibe that beauty was exclusive, something only certain people could afford or achieve (Frith, 2014).

The Internet and Social Media: A New Era for Beauty Marketing

Fast forward to the 21st century, and everything changed with the rise of the internet and social media. Suddenly, beauty marketing wasn’t just about big TV ads or magazine spreads anymore. The internet allowed brands to connect with people directly, and social media platforms like Instagram, YouTube, and TikTok took it to a whole new level.

Instead of relying on big-budget ads, beauty brands started working with influencers, people who have large followings on social media. These influencers weren’t just actors or models; they were real people who posted honest reviews, makeup tutorials, and skincare routines. Their content felt way more relatable and trustworthy than traditional celebrity endorsements. For many beauty brands, partnering with influencers became one of the best ways to reach their target audience.

Social media also made it possible for everyday people to share their experiences with beauty products. User-generated content, like regular people posting about their favorite products, became a huge part of beauty marketing. This shift allowed brands to connect with consumers in a more personal and authentic way. Beauty no longer had to be about perfection; it became more about individuality and being real.

Looking Ahead

Beauty marketing continues to evolve, and we’re just starting to see where it’s going next. In future blog posts, we’ll dive deeper into how the internet and social media have shaped beauty marketing today. We’ll look at the power of influencers and how brands are adapting to the ever-changing digital world. Plus, we’ll explore what the future holds for beauty marketing and how new trends and technologies are continuing to change the game.

Stay tuned for more as we explore the world of beauty marketing, how it’s changed, and where it’s headed!

Reference:

Frith, K. (2014). Globalizing Beauty: A Cultural History of the Beauty Industry. Paper presented at the International Communication Association Conference, Seattle.