Communicating Through Videos in the Cosmetics Sector

In the competitive landscape of the cosmetics sector in 2025, marketing managers face numerous challenges in producing effective videos for their brands. These difficulties range from resource management to creating authentic and engaging content, as well as adopting new technologies such as artificial intelligence (AI). In this post, we will explore these challenges in detail and provide practical strategies to overcome them, ensuring that videos not only capture the audience’s attention but also strengthen the brand’s presence in the market.

Time and Resource Constraints

Producing marketing videos requires a significant investment of time and resources. According to a Wistia survey, 61% of companies identify a lack of time and bandwidth as the main challenge in video creation, while 44% cite limitations related to team size and technical skills, and 36% highlight issues with costs and budget.

Strategies to address these challenges:

Efficient Planning: Developing a detailed editorial calendar for video production helps distribute resources evenly over time, avoiding overloads and ensuring consistent output.
Strategic Outsourcing: Collaborating with external agencies or specialized freelancers can relieve pressure on the internal team, maintaining high-quality content without overstretching available resources.
Using Automated Tools: Leveraging AI-based video editing platforms can accelerate production, reducing the time needed for repetitive tasks and improving overall efficiency.

Ideation and Content Strategy

Continuously generating new ideas and developing content strategies that resonate with the target audience is a significant challenge. About 32% of companies report difficulties in this area.

Approaches to foster creativity:

Market Trend Analysis: Monitoring the latest trends in the beauty sector, such as the adoption of natural ingredients or sustainability focus, can inspire relevant and timely content.
Community Engagement: Interacting with the audience through polls or Q&A sessions on social media can provide valuable insights into preferences and interests, guiding more targeted content creation.
Collaborations with Influencers: Working with beauty influencers and creators can bring fresh perspectives and new ideas while expanding the reach of produced content.

The Need for Short and Engaging Videos

In 2025, short videos, typically under 60 seconds, continue to dominate social platforms. The challenge lies in creating content that grabs attention and tells a story in just a few seconds.

Tactics for effective short videos:

Clear and Concise Messaging: Focus content on a single message or call-to-action to maintain the viewer's attention without distractions.
Eye-Catching Visuals: Use high-quality visuals and graphics that immediately draw the eye and convey the message even without sound.
Impactful Start: The first few seconds are crucial; starting with a surprising element or thought-provoking question can increase the full-view rate.

Authenticity and Spontaneity

Consumers value authentic content and can easily sense overly scripted or artificial videos. Balancing production quality with authenticity is essential.

Tips to maintain authenticity:

Behind-the-Scenes Content: Showcasing product creation processes or everyday life within the company can humanize the brand and create a deeper connection with the audience.
Real Testimonials: Including reviews and testimonials from real customers increases credibility and demonstrates the effectiveness of products in daily situations.
Direct Interaction: Responding to user comments and feedback in videos or live streams shows attentiveness and values the community.

Vertical Videos and Multi-Platform Adaptation

Platforms like Instagram, TikTok, and YouTube Shorts prioritize vertical formats. Adapting content for various formats and platforms is crucial for maximizing visibility.

Adaptation strategies:

Versatile Production: Plan content with different formats in mind from the start, allowing easy repurposing for various platforms.
Platform-Specific Edits: Create short and tailored versions of main videos for each platform, respecting technical specifications and audience preferences.
Brand Consistency: Maintain consistent visual elements and tone across platforms to strengthen brand identity while adapting content to each social channel’s specific context.

Personalization in Video Content

In 2025, personalization is key. AI enables video content to be tailored based on viewer data, offering more relevant and engaging messages.

Effective implementation of personalization:

Audience Segmentation: Dividing the audience into segments based on behaviors and preferences helps create more targeted content.
Data-Driven Targeting: Use analytics tools to better understand audience needs and customize content according to collected data.
AI Automation: Implement AI solutions to generate personalized video versions based on specific user interests.

Conclusion

In 2025, video marketing in the cosmetics industry demands a balance between creativity, technology, and authenticity. Addressing challenges related to resources, content strategy, and adopting new technologies is essential to creating effective and engaging videos. Leveraging AI opportunities, adapting content for various platforms, and maintaining an authentic approach will help brands stand out in an increasingly competitive market. Strategic planning, innovation, and audience interaction are the keys to success.