Digital Marketing Is Not an Afterthought: 5 Lessons Beauty Brands Must Learn with Viola Ekene

Introduction:

In a rapidly evolving beauty and wellness industry, visibility alone is no longer enough. Today, brands need to think strategically, act data-first, and leverage technology to stay relevant and profitable. That’s exactly what this blog and our podcast episode on The Product & Packaging Powerhouse is about, where host Megan Young Gamble sits with Viola Ekene, CEO of Social Butterfly Haven and a global digital marketing strategist, to discuss all things digital marketing. With over 7 years of hands-on experience working with beauty and wellness brands across the world, Viola unpacked what it really takes to build an effective digital marketing strategy, especially for product-based businesses trying to connect, convert, and scale.

Here are five key insights from her conversation that every founder and marketer in the beauty space needs to understand.

1. Organic content is the foundation of every successful marketing strategy

Before brands invest in advertising, they need to ensure that their organic content tells a cohesive, compelling story. Paid ads might bring traffic, but it is your organic content, your social media posts, emails, blogs, and brand messaging that creates trust and credibility. Viola emphasized that new customers often visit a brand’s social media profile after seeing an ad. If there’s nothing engaging, educational, or emotionally resonant there, potential customers will lose interest quickly. Organic content sets the tone, demonstrates expertise, and builds a base of loyal followers who are more likely to convert. Skipping this step can lead to poor ad performance and wasted budgets.

2. Platform-specific strategies are no longer optional, they’re essential

One of the most common mistakes brands make is applying a “copy-paste” strategy across platforms. Viola explained that every social media channel serves a different audience mindset and behavior. TikTok is driven by entertainment and virality, while Instagram focuses on aesthetics and lifestyle storytelling. Pinterest leans into planning and intent-based searches, while LinkedIn serves a more professional, B2B-focused community. Applying the same content to all of them dilutes the message and often misses the mark entirely. Brands must create tailored content strategies that align with the expectations and habits of their target audience on each platform. A one-size-fits-all approach simply doesn’t work anymore.

3. Data should guide every decision, not assumptions

Viola underscored the importance of data as a core driver of marketing success. Whether through Google Analytics, email campaign metrics, or social media insights, data gives businesses the clarity to understand what’s working and where to optimize. For example, if a business sees high email open rates but low click-throughs, it may need to revisit its calls-to-action. If Instagram Stories outperform Reels, content teams can shift focus accordingly. Collecting and analyzing performance data from day one prevents teams from “flying blind” and reacting emotionally to poor outcomes. Instead, decisions are grounded in evidence, increasing both marketing ROI and internal confidence.

4. AI and technology are redefining customer experience in beauty

Viola shared several examples of how technology, particularly artificial intelligence is enhancing personalization and improving the beauty consumer’s journey. One notable instance was a virtual foundation shade match experience on the NARS Cosmetics website. By using AI-driven face scanning, the brand accurately recommended the ideal product without the user needing to visit a store. This level of precision builds trust and satisfaction while gathering valuable user data. AI is also transforming email marketing, allowing platforms to segment users based on behavior, predict preferences, and automate personalized product suggestions. For beauty brands, adopting these tools isn’t just about innovation, it’s about meeting customer expectations in a digital-first world.

5. Your digital strategy should evolve with your brand’s growth stage

Many businesses try to apply the same metrics and goals throughout their growth, but Viola emphasizes that strategy should change based on the “season” of the business. A startup focused on brand awareness should track reach and impressions, while a scaling business might prioritize conversion rates, email sign-ups, or checkout completions. Similarly, content that resonates with early followers may not suit a more established customer base. Understanding this seasonal shift helps marketers adjust messaging, platform focus, and campaign structure accordingly. A successful digital strategy is one that evolves as the brand grows, always aligned to the business’s most urgent goals.

Conclusion

Viola Ekene’s episode is a masterclass for anyone building or managing a beauty or wellness brand in 2025. Her approach goes far beyond surface-level tips, she breaks down the strategic, technical, and psychological layers of digital marketing that actually drive results. From understanding audience behavior to leveraging AI, Viola reminds us that marketing is both a science and an art. And most importantly, it’s not something to bolt on at the last minute, it’s a critical foundation to build from day one.

Ready to take your brand’s marketing to the next level?

🎧 Listen to the full episode on the Product & Packaging Powerhouse Podcast featuring Viola Ekene here

📩 Need help building your own marketing strategy? Visit Social Butterfly Haven or connect with Viola on LinkedIn.

📊 Not sure where to start? Ask yourself: Do I have the right foundation, or am I just posting for the sake of it?

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