Key Digital Marketing Strategies for Cosmetic Industry in Singapore with a Case Study.

Singapore is a fertile land for the cosmetic industry.

In other words, beauty is making big in the island.

According to one survey by Euromonitor, the beauty and personal care industry will be worth USD 1.74 billion by 2021.

A study by Research and Markets reveals that Singapore’s cosmetic market can achieve a growth of 5% up to 2020, meaning that the market in the nation has terrific growth potential.

The booming cosmetic industry is driven by two key factors—Singaporeans’ astounding income and their appetite to look their best. It has also been found that Singapore customers are adventurous and open to give new beauty brands a try. According to one study, Singaporeans spend US$296 million on beauty products in 2019—9.7% up compared to 2018.

These statistics must be encouraging to you if you are going to start your cosmetic business or already an established beauty products company in Singapore.

But the Cosmetic Industry is Quite Competitive in Singapore

Yeah, Singapore has a positive environment for cosmetic and beauty business.

But it can’t be denied that the cosmetic industry is highly competitive due to the launching of new brands every year and the ever-increasing trend of Japanese and Korean cosmetics in the nation.

  • Singapore sees the launch of up to 20 new beauty products each year. While it gives more choice to the customers, it might make it challenging to survive for startups and small brands.
  • Korean cosmetics have gained momentum in Singapore due to the influx of Korean pop culture stemming from K-dramas and K-pop.

Besides, they are cheaper than local brands.

  • Japanese cosmetics also have a strong foothold due to their large loyal customer base. An older generation prefers them than millennials or those born in the early 80s.

Digital Marketing Can Help Your Cosmetic Brand Survive and Thrive

By this point, it must be clear to you that Singapore has a positive and competitive environment for cosmetic and beauty brands.

Here is the million-dollar question—how to get a competitive edge to grow your cosmetic business in the nation?

Connecting with your audience is the answer.

Singaporeans are prosperous, educated, adventurous, and above all, have an “itch” to try fresh brands. That’s why you need to connect them and rest assured that they can feel encouraged to use your beauty brand.

And digital marketing is an effective way to get connected with your prospective audience. Also known as online marketing, it uses the Internet, social media platforms, and other online domains to market your products to online users.

Over 90% of Singaporeans have smartphones for everything—from online shopping, product research and buying property.

You need online marketing to get connected with those 90% online users.

With online marketing, any business can quickly get into touch with its customers through various platforms, channels, and content.

Here is a simple example of how digital marketing can help the cosmetic business:

Imagine you list your business at an online directory with some key phrases like herbal cosmetic products. When a user uses those key phrases or keywords, your business can appear in those searches. Well, this is just one of the most basic examples of how digital marketing can promote your business over the Internet.

Key Digital Marketing Strategies for the Success of Your Cosmetic Brand in Singapore

Like traditional marketing, digital marketing is a focused approach. It is created according to the needs of your brands as well as your potential customers.

Based on our experience, here are some digital marketing strategies that can be effective for your cosmetic brand’s growth and exposure in Singapore.

Content Marketing:

Content Marketing involves creating and sharing online materials such as blogs, social media posts, and videos to promote the brand. It makes your brand more searchable over the Internet as well as increases its trustworthiness. Besides, it can educate your customers over the use of your products. For example, you can make a video on “how to use mascara,” which not only educates your audience but also promotes your products. Blog posting is also a crucial part of content marketing.

Business Citations:

Citations are the online reference that includes your business name, address, and phone number. It is just like listing your business in a directory. They provide essential information about your business, especially when it comes to the local audience. For example, you have a business listing for your cosmetic shop at Marian Bay. If anyone looks for beauty or cosmetic shop in Marina Bay online, chances are your shop will appear in the search results. Business citations can be done on Google My Business, Facebook, Foursquare, YellowPages, and Yelp.

Profile Linking:

Profile linking is a method to get a link (reference) back to your website. For example, your website URLs can be added to the personal, professional, or business profiles created on various websites.

Product Listings:

This is a critical digital marketing strategy for your beauty products. It is the practice of listing your products elsewhere on the web, such as eCommerce sites and their images and descriptions.


Videos can be used in many ways to promote your product as they explain the directions, uses, and benefits associated with your products.

Case Study: How We Use these Strategies to Boost the Productivity of a Cosmetic Business Based in Dubai.

So you must have understood the critical digital marketing strategies that can help your beauty products grow.

To make them sound more convincing, here is our case study showing how we implied these strategies to help a cosmetic brand in Dubai get success.

This cosmetic brand is an ecommerce site selling beauty salon products and a dealer of renowned brands such as Yumi, Everlasting Brows, and LashBox LA. It was looking to improve its online presence to boost its sales. The company has approached our online marketing in Singapore in April 2020.

Here’s How We Implied Digital Marketing Strategies for This Cosmetic Brand

Performing Website Audit and Analysis:

First of all, we check the website for issues as well as competitor’s website analysis. This made us familiar with the problems as well as the factors behind their competitors’ growth. Here are some initial stats before we start working on their campaign:


As you can see that there is a massive dip in their traffic of visitors to their website.

Creation and Implementation of the Strategies:

To boost their sales and get more exposure, we have set the following goals:

  • To get relevant traffic on the website.
  • To obtain relevant traffic on the website.
  • To achieve maximum sales leads every month.
  • To get the ranking on the first page for the core keywords.
  • Increase Brand Awareness /Popularity
  • To have the New & Returning Customers.
  • Stay updated with the latest trends.

How We Achieved the Goals Using Personalized Digital Marketing Strategies (as listed in the previous section).

  • Content Marketing:

We started posting blogs to the high DA sites to get the backlinks and traffic to our website. While producing content, we mainly focus on core long-tail keywords that help get rank in the Google search engine.

  • Business Citations 

To spread the links elsewhere on the Internet, we list the client on Google My Business and other directories/platforms so that local customers can discover it.                              

  • Profile Linking:

We make business profiles on several platforms so that we can get backlinks and traffic to our website.

Results We Achieved with Our Digital Marketing Strategies

Our digital marketing achieved positive results for this cosmetic brand based in Dubai within 3 months. There was a significant rise in Sales, Rakings, and Customers. 

And here are some stats to prove that:

Boosted Conversion:


As seen from the graph, we improved the conversion rate of the website from 1.92% to 4.2%.

Increased Customer Visits:

Our digital marketing efforts also led to increased customer visits, as seen from the graph given below.


Improved Sales:

With our effective digital marketing strategies, the client saw a massive rise in its sales.


The cosmetic busienss is still working with us, and we are looking to take its success to the next level with our upcoming digital marketing strategies such as podcasts, webinars, email marketing, client testimonials, and PPC campaigns.

Bottom Line:

As we have said before, Singaporeans are educated, affluent, and open to embracing new cosmetic brands. All you need to get connected to them. And digital marketing can help you as people are increasingly using the Internet to find the services and products. Our proven digital marketing strategies can help your cosmetic business boost sales, increase revenue, and expand your customer base. Get in touch now!

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Author: Varun Sharma

Started working as a digital marketing expert, Varun Sharma is now also a well-known digital marketing speaker – a speaker on performance development, and a trusted mentor to businesses in the digital world. His keynote expositions are based on the digital marketing theories, which provide a fascinating insight into the secrets of high performance.

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