How to Promote Beauty Products During Black Friday? The Road to Profit through Discounts

Black Friday is a prime opportunity for beauty brands to maximize sales, with the beauty industry seeing a 30% increase in revenue during this period. 

In 2024, beauty products accounted for 21% of total Black Friday sales, with skincare, makeup, and wellness items leading the charge.

With competition high, a strategic promotional plan is key to standing out. Beauty enthusiasts are eager to find great deals, and a well-executed strategy can turn seasonal shoppers into loyal customers, driving your revenue to new heights.

In this guide, you will learn about different product offers you can use to promote beauty products during Black Friday.

Creating Irresistible Beauty Product Offers to Promote During Black Friday

The heart of any Black Friday promotion lies in creating offers compelling enough to drive immediate action. For beauty products, this means going beyond simple discounts.

Tiered Discount Structures

Implement graduated discounts that increase with higher spending:

• 15% off orders $50+
• 20% off orders $75+
• 25% off orders $100+
• 30% off orders $150+

This structure encourages customers to add more items to their cart to reach the next discount tier. For beauty products, where customers often explore new items alongside replenishing staples, tiered discounting can significantly increase average order value.

Bundling Complementary Beauty Products

Create themed bundles that solve specific beauty concerns or routines:

• "Complete Skincare Ritual" bundle (cleanser, toner, serum, moisturizer)
• "Glow-Getter" set (exfoliant, brightening mask, illuminating cream)
• "Self-Care Essentials" package (bath products, face mask, aromatherapy)

Bundling provides exceptional perceived value while allowing you to pair bestsellers with newer products that need exposure. 

For private label skincare brands, bundles provide an excellent opportunity to showcase product range and encourage routine-building with your brand's offerings.

Limited-Edition Holiday Sets

Create Black Friday-exclusive product sets that aren't available during the rest of the year:

• Special packaging with holiday themes
• Collector's edition containers or packaging
• Unique shade variations for seasonal relevance
• Gift-ready presentation with premium unboxing experiences

Limited-edition sets create urgency and exclusivity that drive immediate purchases. According to industry data, beauty customers are 64% more likely to make impulse purchases when items are presented as limited-time offerings.

Pro tip: Consider creating mini-sizes of your best-selling skincare or other beauty products exclusively for Black Friday bundles. 

These sample sizes have lower production costs but introduce customers to multiple products simultaneously, increasing the likelihood of future full-size repurchases.

Leveraging Digital Marketing Channels

With the right promotional offers in place, the next challenge is visibility. Beauty brands must strategically leverage multiple marketing channels to ensure their Black Friday promotions reach the right audience.

Email Marketing Sequences

Email remains one of the highest-converting channels for beauty promotions during Black Friday. Design a strategic sequence:

• Two Weeks Before: Send a "Save the Date" announcement highlighting the upcoming sale.
• One Week Before: Preview specific products that will be discounted, offering early access to loyal customers.
• 48 Hours Before: Create urgency with "Sale Starts Soon" messaging and potentially an early-bird offer.
• Black Friday Morning: Launch your main promotional email with clear CTAs and a prominent display of offers.
• Throughout Black Friday Weekend: Send reminder emails highlighting best-sellers that are selling out and limited-time offers.
• Cyber Monday: Transition to digital-only offers with final chance messaging.

Segment your email lists based on purchase history to personalize recommendations. Customers who previously purchased skincare products might receive different featured products than makeup enthusiasts.

Social Media Campaigns

Beauty products are inherently visual, making social media a crucial promotion channel:

• Instagram and TikTok: Create before/after content showcasing immediate results from featured products. Use platform-specific shopping features to reduce friction in the purchase process.
• Pinterest: Deploy shopping pins featuring your Black Friday offers, as beauty searches spike on Pinterest during the holiday season.
• Facebook: Utilize dynamic product ads that automatically show users the beauty products they've previously viewed on your website.

For maximum effectiveness, complement organic content with paid social advertising targeting previous visitors to your website, engagement with similar beauty brands, and interest-based targeting related to skincare, makeup, and wellness interests.

As highlighted in winning Black Friday and Cyber Monday marketing strategies, brands that start their social promotion at least two weeks before the actual events see 30% higher engagement rates than those who begin promotions just days before.

Influencer Collaborations

Partner with beauty influencers for the authentic promotion of your Black Friday sales:

• Micro-influencers (10k- 50k followers) often deliver higher engagement rates for beauty promotions
• Provide influencers with exclusive discount codes to track their performance
• Schedule influencer content to coincide with your promotion timeline
• Consider limited-edition collaborations with select influencers

When selecting influencer partners, prioritize authentic alignment with your brand values and aesthetics over raw follower counts. Beauty consumers are particularly sensitive to forced or inauthentic endorsements.

Optimizing Your Beauty E-Commerce Experience

Even the most compelling offers will fail if the shopping experience creates friction. Optimize your online store specifically for the Black Friday rush.

Mobile Optimization

Over 67% of beauty purchases during Black Friday weekend now occur on mobile devices. Ensure your website:

• Loads quickly on mobile connections
• Features simplified navigation for touch interfaces
• Presents product images clearly on small screens
• Offers streamlined checkout optimized for mobile completion

Test your mobile experience rigorously before the Black Friday rush to identify and fix potential issues. Pay special attention to the checkout flow, as this is where most mobile abandonment occurs.

Site Speed and Performance

During high-traffic periods, site performance becomes crucial:

• Compress and optimize all product images
• Implement caching solutions
• Consider increasing server resources temporarily
• Remove unnecessary plugins or scripts that slow down loading

For every second of load time beyond two seconds, conversion rates drop by approximately 7%—a critical consideration when beauty customers are comparing multiple sales simultaneously.

Simplified Checkout Process

Remove friction from the purchase process with:

• Guest checkout options (with optional account creation after purchase)
• Multiple payment methods, including buy-now-pay-later options
• Clear shipping information and delivery timelines
• Prominent display of security badges to reinforce trust

Consider implementing abandoned cart recovery automation specifically optimized for Black Friday, with enhanced urgency messaging highlighting limited inventory or time-sensitive offers.

Post-Black Friday Strategy for Long-Term Beauty Customer Retention

While Black Friday focuses on immediate sales, the real value comes from converting one-time buyers into loyal customers.

Thoughtful Packaging and Unboxing

Make the first physical touchpoint memorable with:

• Special Black Friday-themed packaging inserts
• Product usage instructions and tips
• Small samples of complementary products
• Personalized thank-you notes (or the digital equivalent)

As explored in detail in this guide on effective brand packaging, beauty brands that invest in premium unboxing experiences see 40% higher repeat purchase rates within the first 90 days.

Post-Purchase Email Nurturing

Implement a dedicated post-Black Friday email sequence:

• Immediate: Order confirmation with excitement-building messaging
• Shipping: Notification with tracking and tips for getting the most from purchased products
• Post-Delivery: Check-in email asking about their experience and offering usage tips
• 2 Weeks Later: Request for feedback and reviews, potentially with an incentive
• 30 Days Later: Introduce complementary products to those purchased during Black Friday

Loyalty Program Integration

Use Black Friday as a loyalty acceleration opportunity:

• Offer double or triple loyalty points on Black Friday purchases
• Provide exclusive loyalty member access to certain deals
• Create a special loyalty tier for Black Friday shoppers
• Include information about your loyalty program in all Black Friday orders

For beauty brands, loyalty programs that focus on experiential rewards (early access, samples, exclusive content) often outperform purely discount-based programs.

Making Your Black Friday Beauty Promotion Stand Out

With the beauty market particularly saturated during Black Friday, differentiation becomes crucial. Consider these approaches to stand apart:

Value-Based Promotions

Connect your offers to causes that resonate with beauty consumers:

• Donate a percentage of Black Friday sales to organizations focused on sustainability or social causes
• Highlight ethical sourcing practices and clean ingredients
• Emphasize cruelty-free or vegan certifications if applicable
• Create buy-one-give-one campaigns for essential personal care items

Purpose-driven beauty brands consistently outperform purely commercial counterparts during competitive promotional periods.

Educational Content Integration

Layer valuable content into your promotional strategy:

• Host live masterclasses on makeup application using promoted products
• Create tutorial videos for skincare routines featuring sale items
• Develop digital beauty guides as free gifts with purchase
• Offer virtual consultations for customers spending above certain thresholds

Educational content not only drives sales but also establishes your brand as an authority in the beauty space beyond just discounting products.

Micro-Seasonal Promotions: Strategy of the Experts

Savvy beauty brands use micro-seasonal promotions, such as "Pre-Black Friday Early Access" or "Cyber Weekend Sneak Peek," to generate excitement before and after Black Friday. 

These targeted, limited-time offers create exclusivity and urgency, driving early sales without waiting for the main event.

This strategy helps cut through Black Friday fatigue. Smaller, well-timed deals keep your brand top-of-mind and sustain momentum, ensuring that sales don’t drop after the big day. 

Brands that master micro-seasons can stay relevant and continue boosting sales even when the holiday rush begins to settle.

Ready, Set, Glow: Executing Your Black Friday Beauty Strategy

Promoting beauty products during Black Friday requires strategic planning and execution. Success doesn’t just rely on deep discounts but on building connections through thoughtful promotions and excellent customer experiences.

Plan your promotions 8-12 weeks in advance. Create value by bundling products, offering exclusives, and providing educational content. Focus on long-term customer acquisition, turning one-day sales into year-round growth.

Don't let this Black Friday pass you by—craft distinctive skincare products that will drive sales and build lasting customer relationships.