Social media management for beauty brands

Content themes for beauty brands

Claims need care

Words describing what a product does, such as reducing lines, clearing skin or lasting all day, are claims. The rules on cosmetic claims and the evidence needed to support them are the responsibility of the brand and its advisers; social media management should not create new claims. Write posts only from wording the brand has already approved, and ask before using anything new. The same applies to captions on reposted content.

Images and customer content

Questions about ingredients and suitability

Customers ask whether products suit sensitive skin, pregnancy, allergies or particular conditions. Answer only from the pack and the brand's approved information, and direct anything beyond that to the brand's customer service or advise the person to check with a professional. A quick but wrong answer about suitability can cause real harm and serious complaints.

Example: a skincare brand's comments

Complaints and reactions

Reports of reactions or problems with a product should be taken seriously: acknowledge publicly, move to a private channel and pass to the brand's customer service immediately, following its process for product complaints. Do not dispute or diagnose in public. Keep a note of each report passed on.

Working with creators

If the brand works with creators or influencers, sponsored content needs to be clearly disclosed under advertising rules, and the same care over claims applies. Agreements and disclosure are matters for the brand and its advisers; social media management should check that reposted creator content follows what was agreed.

A practical routine

Plan content monthly around launches and approved themes, keep a bank of how-to and ingredient posts, check comments and messages several times a day if volume is high, and review which themes drew questions and sales. Note questions that come up repeatedly and ask the brand whether an approved answer can be added to the list.

Product launches

Launches are a busy time for beauty accounts. Plan the posts weeks ahead with approved wording and images, prepare answers to the questions people are likely to ask about the new product, such as ingredients, suitability, price and availability, and agree who handles comments during launch week. Make sure stock and availability information is accurate before posting, since disappointed customers who cannot buy a promoted product may say so publicly.

Tutorials and routines

Short how-to posts and videos showing application and routines can be some of the most useful beauty content, because they answer what customers want to know before buying. Keep them accurate to the product's instructions, and avoid suggesting uses or combinations the brand has not approved. Saving these in an evergreen bank gives the account useful content for quieter weeks.

Keeping records

Keep a record of approved wording, permissions for customer content and any complaints passed on, so questions later can be answered. Store them where the team can find them.