9 Tips: Selling Men's Grooming Products Online

The men’s grooming boom (and the men’s beauty boom) is here. According to data gathered by the market insight company Statista, the global men’s grooming products market is expected to reach $115 billion by 2028.

Everything from face creams and aftershaves to grooming kits and beard oils are in hot demand as men’s skincare and self-care receive more mainstream attention. So if you operate a men’s grooming product business, you’ve come to the right place.

This blog will review some helpful tips for eCommerce businesses selling men’s grooming products, skincare, and more. Here are 9 tips you need to know if you sell men’s grooming products online.

9 Tips For Selling Men’s Grooming Products Online

1. Find Your Specialty

When it comes to grooming, it’s better to do 1 or 2 things exceptionally well than do everything just okay.

In other words, find your niche. By targeting a niche market, you can differentiate your brand from more generic men’s health/grooming brands and stand out. You can also position your brand as a leading expert or trailblazer in that specific niche.

Learn about the different areas of specialization in the men’s grooming industry (e.g., sustainable grooming products, beard grooming oils, men’s skincare). If your brand is highly specialized, you can also attract a more loyal customer base.

2. Define Your Target Audience

Once you’ve defined your niche, it’s important to define your target audience so you can understand their pain points. Your ideal customer should feel understood and seen by your brand’s marketing efforts. If you understand their pain points, you know what they need and how to satisfy that need.

Do market research or analyze your customer data to sketch a profile of your ideal target customer, also known as a persona. This buyer persona will inform how you market your product, where you market it (e.g., Facebook, Instagram, TikTok, email), and what pain points to target.

3. Personalize Your Products

Personalization and personalized recommendations are some of the best ways you can set your brand apart. You want your customers to feel like their grooming products or kits are custom-tailored to them.

Depending on your niche, you can tailor products to specific skin conditions, hair types, grooming preferences, etc. People want personalization when it comes to beauty, grooming, and self-care. To stay competitive in this space, you should incorporate some aspect of it into your products.

4. Develop A Strong Brand Identity

A strong brand identity makes your men’s grooming product brand more recognizable to consumers. It also makes it seem more trustworthy.

Part of your brand identity is your logo, fonts/typefaces, color scheme, and brand style guide. These aesthetic choices should be standardized to make your brand easily recognizable. Simplicity is often your best friend.

A cohesive look makes your brand memorable (and looks more professional). Without it, you’re likely to confuse prospective customers.

The other piece of your brand identity is your brand’s voice, tone, and story. You should keep your tone consistent across platforms and share your story in different ways across different mediums.

What makes your brand unique? What is your unique value proposition that sets you apart from your competitors? Distinguish your brand from the rest of the competition.

Paid and organic social media marketing is a must when targeting online audiences. By leveraging image and video-centric social media platforms like Facebook, Instagram, and TikTok, prospective customers get to see your product offerings and learn more about your brand visually.

For organic social media posting (meaning unpaid, or free, social posts) and paid social posting, we recommend completing a SWOT analysis of your competitors to research what types of content perform the best.

SWOT analyses are essential for building an effective social strategy. The more research you do, the better positioned you will be to post relevant, meaningful content that users will want to interact with, ultimately converting them into customers.

Paid social ad campaigns are also important in today’s pay-to-play social media marketing landscape. On platforms like Facebook and Instagram, the more marketing dollars you spend on ads, the larger your reach and impressions in general.

Money isn’t everything, though. Your content also has to be good. Impressions and reach will get your foot in the door (meaning your ads get served to more eyeballs), but those eyeballs will lose interest quickly if your ad content doesn’t speak to their pain points or get them excited/engaged.

6. Tap Influencer Marketing

Big influencers aren’t necessarily better, contrary to popular belief.

Partnering with smaller influencers who’ve built stronger, more authentic relationships with their audiences has been shown to have a higher media impact value (MIV) than partnering with massive influencers who have less of a personal connection to their audiences.

Influencer product endorsements can go a long way in the male grooming space. On the other hand, finding the right influencer to advertise your product can be tricky.

Many influencers have niche styles of content and therefore niche audiences. You should try to align your product with an influencer who shares (or heavily overlaps with) your product’s target audience as well.

Remember: influencer marketing doesn’t mean shelling out big bucks for the largest celebrity influencer your brand can afford. A smaller influencer who galvanizes their loyal, dedicated audience to buy your product can make a serious impact as well.

7. Create Repeat Customers

Subscription-based grooming kits are the key to customer retention and establishing lifelong, repeat customers. And repeat business should be one of your top priorities.

As your company grows, you may find your subscription service needs help from a 3PL. You’re going to want advanced kitting/bundling capabilities to create a positive experience for customers that keeps them coming back as repeat business.

8. Capitalize On SEO

Social media marketing isn’t everything. Online marketing also requires SEO to increase your brand’s visibility and drive more traffic to your website.

Consider producing relevant and helpful written content like blogs for your website to boost your ranking in Google’s search results. You should also research keywords to optimize your website’s content and ensure you are driving the right kind of traffic to your site.

9. Master Order Fulfillment (Or Leave It To The Pros)

Ultimately, order fulfillment is the secret to customer satisfaction and repeat business for online brands. Without efficient and accurate order fulfillment, everything else falls apart.

Logistics can be complicated, though, especially if your business is growing quickly and you need to scale without compromising speed and accuracy. That’s where a 3PL partner like Jay Group can support you.

We help health, beauty, and cosmetics brands like you with the logistics, so you can focus on running your business. Plus, we scale with your business to meet your fulfillment needs as you grow.