UK Marketing Case Study: How to Promote Beauty Apps

The beauty industry has been expanding rapidly, offering huge potential for future entrepreneurs to start their own beauty empire. Nowadays, the fundamental sales source of any business is its digital establishment. 

That’s why every second beauty salon has its dedicated beauty app that helps in attracting more clients. 

Behind every app, there is a well-thought-out business model that decides about the company’s success. So the question is how to create a successful beauty app business model?

The business model is the mechanism through which the company generates its profit and is at the center of the business plan. Having such a wide range of beauty services available on the market, it's difficult to create a business model that will immediately click with the audience. 

For this purpose, we've come up with a list of important aspects you should take into account when building your ASO strategy 2021.

Beauty apps: A on-demand concept 

A trend that has found its place in all industries including Healthcare, is services on-demand. People love the convenience and quickly meeting their needs. The word “on-demand” literally makes them all shaken and excited. Knowing this, creating a beauty app that is one-stop for all the beauty services would be a smart move. 

A beauty app that lets customers book their appointment, pay for it, and automatically schedule the event in their calendar? That’s exactly what they want. But any idea or a concept is just a thought. Now how to transfer the vision into a real, successful business model? 


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The growing market of beauty and cosmetic

Beauty and the cosmetic market has enhanced incredibly in the past few years, and all of us want to look like superstars. The beauty and personal care industry’s worth is around US$1.127 billion, and to date, the numbers are growing constantly and vigorously. 

However, there are many hurdles for beauty businesses and brands, not just in the eCommerce world but also with the changes in customer behavior.

Nevertheless, the digital world has impacted the evolving beauty industry to a raised and more connected level. It has become simpler than ever before to communicate with users worldwide through various channels, content, and mobile apps. 

If you want to keep your beauty business updated, try to incorporate these app promotion strategies in your marketing activities:

Furthermore, if you are a beauty app owner and you want to promote beauty apps in an effective way so that you can attract your target market, read further as we will be discussing the best techniques that will help you promote your beauty app or product.

How to create a successful beauty app business model 

Key points that you have to take into consideration creating a business model for your beauty app. 

Study the market and your competition

First of all, make solid research on the beauty market. Get familiar with your competitors and their strategy to win clients. See how other beauty companies communicate with their customers and what type of advertising they use. That helps verify features to add in your beauty app. Market research is the first thing that should be covered and is also the stage when a lot of ideas show up in your mind.

Think about how to promote your beauty app 

There has to be a lot of buzz around your product to keep it on top. Once you launch your app you have to be ready to promote it. Through activities such as advertising campaigns or email marketing, you can get a lot of attention and attract new customers to your app.


Even simple social media accounts can boost app visibility and  your brand explosion. Lots of beauty apps offer a loyalty program for their clients and special discounts for registered users. Your business model has to be based on a strategy to retain clients and attract new ones – always. 

Built-in booking system

A beauty app business model can be based on a booking system. It’s a very popular way to provide customers with the convenience and flexibility they expect. It’s also a mechanism that (when it’s applied right) can be a source of stable income for your business. 

Think about it. By giving people access to all the beauty services and the same platform that enables quick appointment scheduling, you give them an app that offers all they need. 

The combination of services along with the built-in booking system provided the app with a 75% conversion boost. It’s a great example of how a well business model works in practice.

Practical and effective ways to promote beauty apps

Below we will present you practical tips and tricks based on the lastest iOS and Play Store ranking algorithm which you can use to enhance the visibility of your beauty app.

Beauty spot

As with other sections, there are numerous beauty apps on both Google Play Store and Apple App Store. Now the first and obvious question that comes instantly to mind is can we make our app stand out of the crowd? If yes, how. 

This is a common question that developers and app owners ask, and rightly so. But don’t worry, it is possible, and we will show you how you can promote your beauty app in the correct way.

Furthermore, it is simple to reach top positions in both major app stores, but there are some requirements that you must follow to make your visible to more people and put it at the top ranks of search lists. In this regard, your best and safest bet are the evergreen search ads. 

Fortunately, both popular app platforms Apple and Google, allow you to use these ads. You just need to fulfill some requirements and complete some steps, and if your beauty app is the relevant and correct solution for users, they will see the app over others in the relevant category. 

The only difference you will have to face is that you need to pay charges for this position, and a little “Ad” tag will be visible stating that you are using paid promotion for the app.

Moreover, it is vital to remember that even if people find your beauty app and visit your app store page, it doesn’t guarantee that they will use or download your app. Hence you need to ensure that the app store page is appropriate so that you can reach your goal. 

As an example, we will recommend analyzing the Cute Beauty Shopping app by Wish Inc. The app is attractive and allows users to purchase several beauty products and offers them attractive discounts at the same time.

Beauty on demand

So many different things are expected of us in so little time. Unfortunately, some problems can’t be fixed with an app. If you need beauty help but don’t have the time to go out or wait for professionals, then there is a solution! 

You can hire someone who will come to your house and fix any problem that arises from staying home – whether it’s last-minute party makeup or emergency skincare treatment before work. Isn’t that handy?

If you have a beauty app, it will be beneficial for your users because they can get their makeup done without leaving the house.

If this appeals to you, we assure you that it will make your beauty app stand out from competitors. Collaborate with beauty experts or hire them to provide in-house beauty services through the app.

If you observe beGlammed beauty, you will understand how beneficial this feature can be for your new beauty app.

Beauty marketing

We know our customers are awesome, but it’s important to note that not all of them want a full-fledged service. A core group just wants more information about beauty products or the latest trends in makeup and some others who only need tutorials on how they can look their best this season. It’ll be great if you could promote your app as well while making sure everyone knows what you’re up to!

Be there for your users, especially when they need solutions to their problems. Provide the necessary information with practical and suitable solutions. You can also use a website with your app for this purpose. 

However, if you are not up to a business website, just provide users how-to articles and step-by-step guides related to beauty and personal care and publish them on your beauty app. Take a look at Beautylish that provides tips and tips for makeup.

Build a community to build for your mobile app

Cosmetic and beauty businesses must leverage the internal desire of users, especially youth and Millennials, to connect and share their experiences with others. 

In this modern and socially driven era, building community is vital for every business and also for mobile app owners. Try to build an engaging community of customers and fans through social media platforms or similar online forums. 

As a beauty promoter and marketer, it’s vital to find your brand voice. Inspire and encourage users to share their feedback about your app and its features. Similarly, request them to share practical and valid beauty tips within those groups. 

You can also share special promotions and mobile app marketing insights only for the group members, or you can work with beauty professionals to help your users solve their beauty and personal care issues. 

During the course, remember that your aim is to promote your beauty app, retain customers, and reinforce their connection to your mobile app by developing fruitful relationships.