the beauty of feeling understood
why empathy might be one of the most underrated tools in beauty marketing.
for beauty marketing and sales leaders, creating a great customer experience is about more than having a beautiful product, attractive packaging, or the latest trend.
sometimes, the most valuable thing a brand can do is make a customer feel understood.
beauty is personal. a customer shopping for foundation may be trying to find something that finally works for their skin. someone looking for hair care may be dealing with breakage or a concern they do not feel comfortable talking about. even a simple product recommendation can feel more meaningful when the customer feels like someone actually listened.
the experience is part of the product
according to Andre Schwager and Chris Meyer in understanding customer experience, customer experience is shaped by every interaction a person has with a company.
for beauty brands, those interactions happen everywhere.
on a website. In a product review. through social media. during a conversation with a beauty associate. even when a customer needs help solving a problem after making a purchase.
from my experience in the beauty industry, customers do not always remember every product detail they were told. however, they often remember how an interaction made them feel.
a great beauty experience does not always start with the perfect answer. sometimes, it starts with asking the right question.
empathy should not stop at customer service
empathy can also help marketers create better communication.
instead of immediately asking, “how can we sell this product?” beauty marketers could first ask:
- what is this customer trying to solve?
- what might be frustrating them?
- what would make this experience easier?
those questions can influence everything from website design and social media content to product recommendations and loyalty strategies.
the goal is not to treat every customer exactly the same. It is to recognize that different customers may have different concerns, expectations, and reasons for choosing a product.
loyalty is built through relationships
discounts and loyalty programs can encourage customers to return, but they cannot always create a genuine relationship on their own.
a customer may come back because of points.
but they may become truly loyal because they trust the brand.
that trust is built over time through consistent experiences, helpful communication, and the feeling that the brand understands what matters to them.
for beauty marketers, empathy is not just about being nice. it can be a strategic advantage.
when customers feel understood, the relationship becomes about more than the next purchase.
and in an industry built around personal routines, confidence, and self expression, that relationship can be a pretty big deal.