Technology leaves nothing to the imagination and nothing out of reach. Consumers are connected, collaborating and creating. Organizations can no longer hide behind the curtain.

And brands are expected to do more. Welcome to the new, forever changed, world of beauty marketing.

To thrive in this new world requires a new playbook. Here are six of those plays:

1. BELIEF  Competitors can copy many of the functional attributes and benefits of your beauty products. But what they can’t copy is the meaning and purpose of your brand beyond what it does.

This is your most sustainable competitive advantage, as the “why” of what you do captures imagination, emotionally binds customers to your brand and builds advocacy and loyalty. Just ask Kiehl’s.

2. BEHAVIOR  Everything you do, every experience you create – with employees, customers and the public in general – should support and enhance your story.

The same goes for your beauty marketing, which should in and of itself add value to customer’s lives. Know that your customers and prospects don’t really care about the narrow view of what you have to offer.

But they care deeply about their broader view of what you can do for them and how you can better their lives beyond your competitors. Deliver this through “marketing that matters.”

3. BENEVOLENCE  Are you making the world a better place?

How can your “belief” link to progress in the “communities” in which your organization and brand operates?

Today’s customers expect an organization they do business with to be more intentionally purposeful. To stand for something that inspires and motivates people on the inside and outside of your business.

Be more purposeful and reap the rewards (as multiple studies have shown) of share of mind and wallet. LUSH’s Charity Pot donation program is a good case in point.

4. BOLD  Be exciting. Continue to surprise and delight. Build an expectation that something new is always around the corner.

These are the ways to keep your relationships fresh. No different from the relationships we have with one another.

Like Kate Spade edging its way into cosmetics. M.A.C. Cosmetics launching a collection focused around cooking. Bulldog Natural Skincare riding the wave of beauty for men with an eye-roll on.

5. BONDING  Beyond customers interacting with your brand, make your brand the platform through which they share with one another.

Create the opportunities to propagate genuine and meaningful cross-channel conversations. Let customers grow their social standing through your brand and in the end, you’ll both grow stronger together. Consider the effect of the AXE effect.

6. BETTER QUESTIONS  Obvious “inside-out” questions yield answers that are more affirming and validating.

Better “outside-in” questions let you see new things about your category, company, brand and customers – to yield inspirational new insights and ideas about how to create new energy (new value) for customers and prospects.

Eric Brody is President of Trajectory, a branding and marketing firm creating new energy for customers, brands and companies. It does this by helping its clients to see in new ways, perform better, connect with customers and ignite new growth.
Connect with Eric via phone (973-292-1400 x201), email, at linkedin.com/in/ericrbrody or twitter.com/ericbrody.