Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on building a waitlist for your water-free cosmetics line. It sounds like a really interesting product, and there's definitely potential to build a buzz before you launch.
We'll need to look at your target audience...
First off, lets talk about who you are trying to reach, and where they can be reached. With your new cosmetics line, its important that you have a clear idea of who you are trying to engage. What is your ideal customer persona, where do they spend there time, and what do they care about? This will help you select the right channels and shape your messaging.
For instance, are you targeting people already into eco-friendly products? If so, then you could use social media, influencers, etc. Or if you're trying to reach someone who is new to sustainability, a different message might work better.
I remember working on a campaign where we focused on the audience first. We had to figure out who would be interested in a software product, and then we tailored the ad copy to match their interests and needs.
I'd say you should use video ads...
Right, let's dive into the creative side. Video ads are gonna be your best mate for showcasing the concentration and benefits of your water-free cosmetics. People are visual creatures, aren't they? A quick video demonstrating how a tiny amount of product goes a long way can be super effective. Maybe show how its concentrated, and therefore better for the environment.
I recall a campaign we ran for a cleaning products company. We saw a 190% increase in revenue with a 633% return on ad spend after switching to short, snappy video ads showing the product in action on Meta Ads. Think about the problem you're solving (less waste, more concentrated product), and show, don't just tell.
Don't forget to test different angles in the videos as well. Does the product help speed up someones routine, or save them money? These ideas could become creative hooks which help to turn prospective customers into a waitlist members.
You probably should use short posts on single benefits...
For education, drip-feeding information is a solid approach. Instead of bombarding potential customers with every detail at once, create a series of short posts or ads that highlight one benefit of water-free cosmetics at a time. Keep it simple, digestible, and avoid overwhelming them.
I remember working on a campaign for a client where we highlighted a single benefit per ad. It worked wonders. Each post can act as a mini-lesson, building up their understanding and making them feel more informed and confident in your product.
You'll need micro-influencers
Right, let's move on to micro-influencers. These guys can be absolute gold dust for spreading the word. Find some who are already passionate about sustainability and send them free products to review and talk about. Their genuine voices can cut through the noise and add a layer of trust that traditional advertising often lacks.
The key here is authenticity. Don't just go for influencers with the biggest following. Focus on those whose values align with your brand and who have a genuine connection with their audience. A glowing review from a trusted voice can be more powerful than any ad campaign.
You can also find potential influencers by engaging in Facebook groups and subreddits, by listening and engaging in conversations with prospective customers, and by building relationships over time. You'll find that some people will become natural advocates for your business.
Targeting Eco-Conscious Folks
Lets talk about targeting. Think about the kind of people who'd be most interested in your water-free cosmetics. Are they already into eco-friendly products, minimal skincare routines, or maybe they follow zero-waste accounts? Start by targeting these groups on social media.
Also, don't be afraid to experiment. Play around with different combinations of interests and demographics to see what sticks. The more specific you can get with your targeting, the more likely you are to reach the right audience. Remember, you're not just selling cosmetics; you're selling a lifestyle.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Video Ads | Create short, engaging videos that show the concentration and benefits of your water-free cosmetics. |
| Educational Posts | Develop a series of posts highlighting one benefit of water-free cosmetics at a time. |
| Micro-Influencers | Partner with sustainability-focused influencers to review and promote your products. |
| Targeted Advertising | Focus your ads on eco-conscious consumers and related interest groups. |
I have run similar campaigns for B2C and ecommerce companies and I'm confident that these recommendations will work well for you.
I understand that this may all sound like a lot, and it can be. If you're struggling to find the time to implement this all and get the results you are looking for, you might want to consider getting some expert help to scale more quickly, and avoid making expensive mistakes. We offer a free consultation - feel free to book in some time and we can discuss the details.
Regards,
Team @ Lukas Holschuh
