How To Use Sephora's Marketing Strategy To Sell Your Digital Products
Today we’re going to dive into how you can use Sephora’s marketing strategy to market and sell your digital products, or any other kind of product. Specifically Sephora’s new “Skin Obsessed” campaign.
I’ll put the links to the ads at the end of the article so you can check them out, but the premise of the campaign is simple: Sephora is presenting itself as the solution and destination for people who are obsessed with skincare.
There are 3 aspects of this campaign that you can learn from and incorporate into your marketing campaign.
Step #1: Find something people are “obsessed” with.
The Sephora campaign speaks directly to the people who are obsessed with learning about skin care. The ones who scroll SkinTok for hours, binging content about “glass skin”, korean skincare, slugging, etc. The ones who’ll invest hundreds into 19 step skincare routines every couple of weeks to look like a 19-year-old “glazed donut”. (I mean, who doesn't want to look like a glazed donut, right?)
So the first thing you should do is find a topic that people are incredibly invested in. It doesn’t have to be as universal as skincare. You can niche down if you’d like to. But you want to choose something that’s bingeable. That people are regularly talking about and looking for new methods to try.
Topics like
Mental health & wellness
Financial Literacy & Finance
Alternative Medicine & Healing Practices
Entrepreneurship
Human Behavior & Psychology
Diets & Nutrition
Cryptocurrency & Blockchain
Leadership & Team Building
Astrology, Manifestation, & Metaphysics
These are topics that people will always want to learn more about because they impact
How they view and feel about themselves
How others view and feel about them
Their overall quality of life
And if you already have a niche or a product that you want to promote, figure out what aspect of it people are most interested in learning more about. The parts that, even if they’ve watched 100 videos on the topic, they’ll still be curious to hear what YOU have to say.
Which leads us to
Step #2. If you really want to hook your audience, find the part of your niche or product that doesn’t have one “right” answer.
That way they’ll be interested in learning about what YOUR method can do for them. You won’t have to worry about the competition as much because there’s a high chance that your competitor’s approach won’t or DIDN’T work for them, and that’s why they’re looking for what YOU offer.
Your audience is already obsessed. Because of this, you won’t have to work too hard to “sell” them anything. They have no issue investing their time and money into learning about this topic.
For Sephora, skincare is a no-brainer because everyone wants to look good, and no one likes to deal with acne, hyperpigmentation, or things like that. We would all pay ANYTHING to feel confident and sexy in our own skin, and the skincare industry has a built-in audience of people who will spend hours searching for solutions that will make them look younger and feel more attractive with minimal effort.
But that’s exactly their problem: they try everything because they desperately want the solution, but they have no idea what actually WORKS. They’re overwhelmed by the amount of information out there and probably don’t know what to do or who to trust.
They want reliable information that brings real results without them having to overthink it.
Which brings us to
Step #3: Simplify simplify simplify.
We’re all bombarded with so much information, but we all just want one thing: the right answer. That’s where you come in. Come up with a solution that addresses their problem with as little confusion as possible.
In the “Skin Obsessed” campaigns, we see the skinthusiasts getting visibly overwhelmed and anxious about their skincare routine, and then we see their relief when Sephora swoops in to the rescue with a simple solution that easily meets their needs.
That’s what people want. They don’t need more information. Most don’t even care about “why” something works. They just need to know what the answer is and that it can work for them.
If you can tell them exactly what to do to get exactly what they want with as little stress as possible, they will flock to you. They will tell all of their friends about you. And they will keep coming back to you time and time again because they will trust that you understand them.
So in your marketing materials, this is what you need to play up. Present yourself as the source of the simplest, most easy-to-understand solution for the problem they’re obsessed with. You don’t have to solve EVERY problem. Just pick one and simplify the heck out of it.
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📺 WATCH THE ADS 📺
Sephora "Skin Obsessed" Ad #1: https://youtu.be/dMD94-fjyAQ?si=W3gfSNa25WJNOyCi
Sephora "Skin Obsessed" Ad #2: https://youtu.be/l8RRLQiTEks?si=GxgZWL3yhRIOW099
