If you’re in the business of skin care, you already know that the world isn’t suffering from a lack of options. From serums that promise eternal youth to face masks made from ingredients that sound like they belong in a science lab, customers are inundated with choices. So, how do you make your brand stand out? The answer lies in the art of using relevant, engaging content to draw in new customers—because let’s be honest, great skin care deserves great storytelling. And thanks to social media, there is no easier or faster way to attract new customers.
The Power of Relevant Content
Relevant content isn’t just about pushing products; it’s about building trust, educating your audience and establishing your brand as the go-to expert in the field. The trick is to blend valuable information with a sprinkle of entertainment—because no one ever said skin care had to be boring.
1. Educate Without Overwhelming
People want to know why a product or service works, but they don’t necessarily need a Ph.D. in dermatology to understand it. Break down complex skin care topics into digestible, engaging content. Instead of saying, “This serum contains a high concentration of ascorbic acid that aids in collagen synthesis and neutralizes free radicals,” try, "Think of this serum as your skin’s personal bodyguard, fighting off wrinkles and sun damage while keeping things firm and fresh.” Keep it simple, keep it fun and always emphasize visual results.
2. Show, Don’t Just Tell
User-generated content (UGC), before and after photos, and engaging video tutorials are gold when it comes to attracting new customers. People trust real results over marketing fluff. Encourage happy customers to share their experiences on social media (with permission, of course), and feature their transformations. A well-placed testimonial is worth a thousand stock photos.
3. Address Common Skin Concerns
If someone is Googling “how to get rid of dark spots,” they don’t want a 2,000-word essay on melanin production—they want answers. Create content that speaks directly to common skin issues like acne, dryness or aging. Blog posts, social media captions and quick videos that provide actionable advice will make your brand a trusted source for skin care solutions.
4. Jump on Trending Topics (With Caution!)
Trends come and go (looking at you, snail mucin), but tapping into them at the right time can work wonders. Whether it’s a viral TikTok skin care hack or the latest celebrity-endorsed ingredient, create content that explores these trends while offering professional insight. However, be mindful—jumping on the wrong trend (like DIY sunscreen—yikes!) can backfire.
5. Personalization is Everything
Consumers love feeling like content is made just for them. Use quizzes, interactive posts, or personalized recommendations to engage potential customers. If someone is struggling with dry skin, serve them content tailored to hydration rather than bombarding them with oily skin tips. When people feel seen, they stick around.
Summary
With the right mix of education, engagement and a touch of humor, relevant content can transform your skin care brand from just another name on the shelf to a must-follow authority in the industry. Now go forth and create content that shines—just like that glass skin glow everyone’s after!
Three Additional Tips for Using AI to Your Advantage
1. Humor is Your Best Friend. A funny meme about the struggles of applying SPF over makeup will get way more engagement than a dry product description. Keep your content light and relatable.
2. Optimize for SEO Without Sounding Like a Robot. Keywords matter, but stuffing “best anti-aging serum for dry skin” five times into a paragraph makes it unreadable. Write for humans first, Google second.
3. Engage With Your Audience. Respond to comments, ask questions, and create polls. A one-sided conversation won’t build a loyal customer base.
written by Louis “The Laser Guy” Silberman, CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, Dallas, Texas, and Oakbrook, Illinois, and a nationally recognized author and motivational marketing speaker.