Marketing Strategy of Makeup By Mario
Makeup By Mario, founded by celebrity makeup artist Mario Dedivanovic, has become a go-to brand for both beauty enthusiasts and professionals. By collaborating with best cosmetics marketing agency Lonon and known for creating timeless and versatile makeup products, the brand has built its marketing strategy on Mario’s credibility, personal brand, and innovative approach to product development. This blog will delve into the key components of the brand’s marketing success, including popular social media campaigns, innovative product launch strategies, creative social media advertisements, and website conversion rate optimization (CRO) techniques.
Leveraging Personal Branding for Authenticity
Product Launch Strategy
Each product launch from Makeup By Mario is carefully curated to reflect Mario’s approach to makeup artistry. The strategy behind these launches isn’t just about introducing a product—it’s about introducing an educational experience that allows consumers to learn from a master artist.
1. Master Mattes Eyeshadow Palette: A Lesson in Makeup Fundamentals
When the Master Mattes Eyeshadow Palette was launched, it wasn’t just sold as a product but as a tool for mastering eye makeup. Mario used his social media platforms to create anticipation by sharing the importance of matte shades in professional makeup. Tutorials featuring Mario himself walked customers through the techniques used in everyday looks, allowing them to see the value of the product as a learning tool rather than just a purchase.
By focusing on education, Mario encouraged consumers to view Makeup By Mario products as essentials in their routine, and not just luxury items. This helped create deeper brand loyalty, as customers felt they were receiving expert knowledge along with a high-quality product.
2. Pro Collection Launch: Emphasizing Professional-Grade Quality
For the Pro Collection launch, Makeup By Mario made a bold move by positioning the line as not just for the everyday consumer but also for professional makeup artists. The messaging revolved around the notion that this was a professional-grade toolset that could achieve flawless looks on any skin tone or type.
Through a combination of Instagram Stories, YouTube tutorials, and influencer collaborations, Makeup By Mario highlighted the versatility of the Pro Collection. This approach appealed to both professionals who respected Mario’s artistry and amateurs who aspired to elevate their skills.
Social Media Campaigns: Engaging and Educating Followers
Social media plays an integral role in the marketing strategy of Makeup By Mario, particularly on Instagram, where Mario Dedivanovic has millions of followers. The brand’s content is carefully crafted to maintain a balance between aspirational and educational, which helps it resonate with a wide audience.
1. #MakeupByMarioMasterclass Campaign: Making Education Accessible
The #MakeupByMarioMasterclass social media campaign was a pivotal moment for the brand, especially when Mario transitioned his highly exclusive, in-person makeup masterclasses to a virtual format due to global restrictions. The campaign was built around the concept of making expert makeup education more accessible to a wider audience.
Mario invited his Instagram followers to participate in virtual tutorials, where he demonstrated step-by-step looks using his product line. The social media content emphasized the idea that anyone could learn makeup artistry from the master himself. By creating an intimate learning environment, even through a digital medium, Mario fostered a sense of community among his followers.
This campaign also allowed followers to ask questions in real-time, increasing engagement and reinforcing the brand’s commitment to education and inclusivity. The social proof generated from participants sharing their experiences amplified the campaign’s success and drove product sales linked to the tutorials.
2. #MarioGlow: Showcasing Real Results
Another successful campaign, #MarioGlow, was launched to promote the Soft Sculpt Collection. This campaign encouraged followers to post their own glowing, radiant looks using the hashtag. What made this campaign particularly effective was the focus on user-generated content. Everyday consumers and influencers alike posted their versions of the Mario Glow, providing a wealth of social proof for the efficacy of the products.
Mario regularly reposted customer photos, highlighting the diversity of the Makeup By Mario community. This not only promoted inclusivity but also created a sense of authenticity and realness that resonated with the audience.
Creative Social Media Advertising Strategy
Makeup By Mario’s advertising approach is rooted in authenticity, reflecting Mario’s persona and professional approach. Ads focus less on hard selling and more on educating consumers and telling a story. Instagram and YouTube remain the dominant platforms for advertising, with a heavy reliance on video content that demonstrates the product’s capabilities in action.
1. Influencer Collaborations: Amplifying the Message
Makeup By Mario’s influencer strategy involves partnering with beauty influencers who share Mario’s commitment to quality and artistry. Collaborations are not overly commercial, but instead, influencers offer genuine reviews and tutorials using the products. Influencers often emphasize the artistry behind the product, rather than just focusing on the final result, aligning with Mario’s ethos of beauty as a craft.
One standout example is the Master Metal Manipulator Campaign, where influencers demonstrated the innovative metal palette and mixing liquid. Instead of typical product placement, influencers showed viewers how to transform the eyeshadows into molten metallics, emphasizing the artistry and versatility of the product. The creative nature of the product itself, paired with these influencer collaborations, generated significant buzz and organic reach.
2. Behind-the-Scenes Content: Humanizing the Brand
Another unique advertising strategy involves behind-the-scenes content that takes followers inside Mario’s world. Ads on Instagram often feature snippets of Mario developing new products, doing celebrity makeup, or preparing for photo shoots. This type of content humanizes the brand, allowing followers to connect with the creative process and see the work that goes into each product.
The “making-of” type ads are successful because they don’t feel like advertisements—they feel like an exclusive glimpse into the mind of a world-renowned makeup artist. This approach draws customers into the story of the brand and builds a stronger emotional connection to the products.
Website Conversion Rate Optimization (CRO): Making Every Click Count
Want Us To Be The Growth Partner To Your Business?
Let's Connect
Address
B1/H3, MOHAN CO-OPERATIVE,BLOCK B, New Delhi, Delhi 110044
Contact
Copyright © 2023 HavStrategy