How Should UK and Vegan Beauty Brands Position Their Products in Email Campaigns?

11 June 2024

As the beauty industry continues to evolve, an increasing number of brands are shifting their focus towards vegan and cruelty-free products. Whether it's UK brands or global contenders, the way these brands present their products to consumers significantly impacts the perception of their brand and products. One effective marketing tool to do this is through email campaigns. Let's delve deep into how UK and vegan beauty brands should position their products in email campaigns to make an impact on their target audience.

Understanding the Beauty Market and Consumers

Before you can start marketing your products, it's crucial to understand your market and consumers. The beauty industry is a billion-pound industry that is constantly evolving, and right now, the market is shifting towards vegan, cruelty-free, and sustainable products.

Consumers today are not just focused on the effectiveness of a product; they want to ensure their purchases align with their personal beliefs and values. A growing number of beauty consumers are concerned about animal welfare and the environment, which has led to an increased demand for vegan, animal-free beauty products.

Understanding your customers is key to successful marketing. Vegan beauty consumers are typically well-informed about the products they use. They are aware of the ingredients in their beauty products and appreciate transparency and ethical practices. They prefer brands that are not just vegan but also sustainable and ethical.

The Role of Email Marketing in Beauty Industry

Email marketing is a powerful tool that allows beauty brands to connect directly with their customers. It's a cost-effective marketing strategy that provides an excellent return on investment. It's a personalised, direct, and interactive way to engage your customer base, strengthen brand loyalty, and drive sales.

Email campaigns allow brands to share their story, introduce new products, offer exclusive discounts, and cultivate a strong relationship with their customers. It's a platform where brands can showcase their commitment to veganism and animal-free practices, which appeals to their target consumer.

Positioning Your Brand and Products

When positioning your brand and products in email campaigns, it's crucial to highlight what sets you apart. For vegan beauty brands, your commitment to animal-free, ethical practices is your unique selling proposition.

Showcase the quality and benefits of your beauty products, but also emphasise your commitment to veganism and sustainability. Use your email campaigns to communicate your brand's mission and values, and show your customers how purchasing your products aligns with their personal beliefs.

Be transparent about your ingredients and manufacturing process. Highlight any certifications or recognitions your brand has received for its vegan and cruelty-free practices.

Creating Engaging and Relevant Content

An important aspect of email marketing is creating engaging and relevant content. Your emails should not just be about promoting your products; they should provide value to your customers.

Educate your customers about vegan beauty, the benefits of using vegan cosmetics, and why your brand is committed to this cause. Share tips on skincare and makeup application, spotlight loyal customers, and include behind-the-scenes content to make your emails more personal and engaging.

Use a conversational tone to make your emails feel more like a chat between friends rather than a sales pitch. Always include a call-to-action, whether it's to shop your newest products, read your latest blog post, or share your email with a friend.

Utilising Social Proof and Influencer Partnerships

In today's digital age, social proof is a powerful marketing tool. Include customer testimonials, reviews, and before-and-after photos in your email campaigns to demonstrate the effectiveness of your products.

Partner with influencers who align with your brand's values and can authentically promote your products to their followers. Include their reviews and tutorials in your email campaigns to further establish trust and credibility.

Remember, vegan beauty consumers are knowledgeable and discerning. They appreciate brands that are authentic and transparent, and that share their commitment to animal-free, ethical, and sustainable practices. Your email campaigns should reflect these values, offering more than just product promotion. They should provide value, build trust, and foster a sense of community among your customers.

Utilising Data-Driven Personalisation in Email Campaigns

Understanding your customer data is an effective tool in creating personalised email campaigns. Vegan beauty consumers, who are typically well-versed in the benefits of plant-based and cruelty-free products, appreciate content tailored to their lifestyle and values.

By analysing your customers' past purchases, browsing history, and interaction with your brand on social media, you can glean insights into their preferences and shopping behaviour. This data can help you create more targeted email campaigns that resonate with your customers.

For example, if a customer frequently purchases skin care products, you can personalise your emails to them by showcasing your vegan skin care range. You can also recommend products based on their skin type or concerns, making your emails more relevant and valuable.

Include personalisation tokens like the customer's name in your emails to make them feel more personal and bespoke. Celebrate their vegan lifestyle by sending them special offers on World Vegan Day or other relevant occasions.

Highlight the value of their purchases in contributing to a cruelty-free, sustainable world. Show them how their support for your vegan beauty brand is making a difference, fostering a deeper connection between your brand and your customers.

Leveraging the Vegan Trademark and Partnerships with Vegan Societies

Collaborating with renowned vegan societies and obtaining recognised vegan trademarks adds credibility to your brand and products. These partnerships and recognitions can significantly influence the perception of your vegan beauty brand and products in the cosmetics market.

Showcase your vegan trademark and any partnerships with notable vegan societies in your email campaigns. Not only does this validate your commitment to vegan, cruelty-free practices, but it also assures your customers that your products are genuinely vegan and ethical.

You can also leverage these partnerships to create exclusive deals, co-branded products, or events that you can promote in your email campaigns. This strategy not only drives sales but also enhances your brand's reputation and visibility in the vegan beauty industry.


Email marketing is a valuable asset in the marketing strategy for beauty brands, particularly those focussed on vegan and cruelty-free products. Understanding the beauty market and consumers, creating engaging and relevant content, utilising social proof, influencer marketing, and data-driven personalisation, and leveraging vegan trademarks and partnerships are all effective ways to position your products in email campaigns.

Remember, the objective of your email campaigns should not be solely to sell your beauty products. More importantly, they should strengthen the bond between your brand and your customers, foster a sense of community, and reflect the shared commitment to cruelty-free, ethical, and sustainable practices.

In today's competitive cosmetics market, it's the brands that can authentically connect with their customers, provide value, and stay true to their values that stand out. As a vegan beauty brand, your email campaigns can significantly contribute to achieving these goals. Be authentic, be transparent, and most importantly, be vegan.

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