Glow Up Your BFCM: Why Beauty Brands Are Getting a Makeover
October 29, 2025
Every beauty brand is gearing up for Black Friday with the same old playbook: deep discounts, flashy banners, and a relentless barrage of emails. But if the last few years have proven anything, it’s that the brands emerging as true leaders aren’t just winning on price, they’re winning on strategy. They’re building sophisticated systems that turn the BFCM frenzy into a sustainable, long-term advantage.
While your competitors are stuck in a race to the bottom, the beauty brands that will own this holiday season are asking a more intelligent question. It’s not “How much should we discount?” but “How can we use this moment to build a brand that people love?” Here’s the secret they’ve unlocked.
Last year, many beauty brands celebrated a short-lived spike in sales, only to find themselves with a customer base that was trained to wait for the next big discount. In contrast, the smartest brands took a different approach. They focused on building value through curated routines, exclusive bundles, and seamless subscription experiences. The result? They cultivated a loyal community and secured predictable recurring revenue, while others were left with shrinking margins and a transactional customer relationship.
The numbers don’t lie. Beauty brands that prioritized system-building over sales-chasing achieved a 35% higher customer lifetime value and a 40% better retention rate in the six months following BFCM. The discount-dependent brands, however, saw their brand equity erode as they conditioned their customers to devalue their products.
This year, the winners in beauty won’t be the ones with the flashiest influencer campaigns or the most aggressive ad spend. They will be the ones who have mastered the art of turning a one-time purchase into a daily ritual.
Your customers aren’t buying a single serum; they’re buying the promise of radiant skin. They’re not purchasing a lipstick; they’re investing in a feeling of confidence. Black Friday is your golden opportunity to position your brand as an essential partner in their beauty journey by offering them a complete transformation, not just a standalone product.
The Power of the Curated Routine
The most forward-thinking beauty brands are no longer marketing individual products in isolation. They are creating entire skincare and beauty systems. Instead of selling a cleanser, they offer a “Morning Glow Routine” that includes a cleanser, a vitamin C serum, a moisturizer, and an SPF. Instead of a single eyeshadow palette, they curate a “Complete Evening Look” bundle with a palette, mascara, eyeliner, and a matching lip color.
These curated routines are powerful because they solve a complete problem for the customer. They take the guesswork out of building a regimen and provide a clear path to achieving a desired result. This not only drives up the average order value but also establishes your brand as a trusted authority in the space.
The Social Proof Flywheel
In the beauty industry, social proof is your most valuable currency. User-generated content (UGC), authentic reviews, and real before-and-after photos should be at the heart of your BFCM strategy. Don’t just hide them on your product pages; sprinkle them throughout your entire marketing funnel—in your ads, on your landing pages, and in your email campaigns.
When a potential customer sees real people achieving real results with your complete routine, it creates a powerful sense of trust and desire. This transforms your marketing from a sales pitch into a community-driven movement. Every customer who shares their transformation becomes a brand advocate, fueling a flywheel of authentic social proof that is more powerful than any ad campaign.
Executing a sophisticated routine-based strategy with a strong emphasis on social proof requires a powerful and flexible infrastructure. The beauty brands that are winning are the ones that have the right technology to bring their ambitious visions to life.
This is where FERMÀT comes in. While your competitors are wrestling with rigid e-commerce platforms and disjointed marketing tools, you can be deploying elegant, high-converting funnels in a matter of hours.
With FERMÀT, you can:
The beauty brands that leverage FERMÀT aren’t just preparing for a successful BFCM; they are building a more resilient and profitable business for the long term.
Instead of trying to do everything, focus on executing these core strategies with precision.
Black Friday in the beauty industry is no longer a simple game of discounts. It’s a strategic opportunity to build a brand that people love, trust, and come back to again and again. When you shift your focus from short-term transactions to long-term relationships, BFCM becomes the most powerful growth engine in your arsenal.
The brands that embrace this new playbook won’t just win this holiday season. They will set themselves up for a future of sustainable growth and industry leadership.
It’s your move. You can stick to the old, broken playbook and hope for the best, or you can build a system that turns BFCM into your brand’s defining moment.
Ready to discover how FERMÀT can help you revolutionize your BFCM strategy? Let’s connect.
