Loud and Beautiful: How Audio Ads Give Beauty & Wellness Brands a Voice

For industries where looking good and feeling good go hand in hand, most marketing happens in a visual format – scroll-stopping videos, Instagram-worthy packaging, and TikTok transformations. But there’s an often overlooked channel that’s proving powerful for both beauty and wellness brands: audio advertising. 

From podcasts that help listeners unwind to playlists that energize morning routines, audio ads are becoming an essential part of how beauty and wellness brands connect with consumers in more personal, meaningful moments.

Together, the beauty and wellness markets make up a multi-trillion-dollar global ecosystem, united by a shared goal: helping people look, feel, and live better.

Key Industry Drivers:

• Core Demographics: Gen Z and Millennials are the primary audience, increasingly prioritizing self-care, sustainability, and authenticity.
• Trends: Clean beauty, mental health awareness, natural ingredients, and holistic routines are in high demand.
• Behaviors: Consumers are moving away from just buying products – they’re buying into lifestyles and experiences.

While beauty might seem like a visual category, audio offers something no other format can: intimacy, imagination, and immersion without distraction. Whether it’s someone doing their skincare routine, meditating, working out, or commuting, audio ads let you speak to consumers when they’re most receptive.

Here’s how brands can harness it:

Emotional & Intimate Engagement

Audio delivers messages centered on care, confidence, and transformation directly into the listener’s ears – creating a personal, one-on-one feeling. For industries like beauty and wellness, which is rooted in self-expression and self-care, this emotional proximity is invaluable. 

Smart Targeting Capabilities

With refined targeting tools, brands can tailor ads based on listener demographics, interests, moods, and even daily habits, ensuring relevance and resonance.

Fits Seamlessly into Routines

Unlike visual ads that require attention, audio blends into daily routines such as morning yoga, nighttime skincare, lunch breaks, or even mid-run. These are ideal moments to promote a calming supplement, a clean serum, or a new fitness app. 

Builds Brand Identity Through Voice

Voice can be a powerful asset. Whether it’s a recognizable spokesperson, a consistent tone, or a signature jingle, audio gives brands space to tell stories – about your founder, your mission, your ingredients – in a way that feels authentic and builds trust over time. 

Influencer Integration & Host-Read Ads

Partnering with podcast hosts or audio influencers enables brands to deliver authentic, trusted recommendations. A host-read ad for a moisturizer in a wellness podcast, for example, can feel like a friend’s tip rather than a pitch.

Cost-Effective & Scalable

Compared to video, audio ads are quicker and more affordable to produce. Plus, they’re easy to adapt for different markets, products, and platforms – offering a scalable solution for growing beauty brands.

In a visually saturated market, audio offers a fresh, emotionally powerful way to reach beauty and wellness consumers where they least expect it, but most appreciate it. Whether you’re launching a new serum, redefining your brand voice, or expanding into new markets, audio can amplify your message and build deeper, more meaningful connections.

It’s time for beauty and wellness brands to think beyond the mirror – and into the headphones. At ARM, we’ve helped brands find their voice in the audio space. Explore the case study below to see how, and let’s talk about how we can do the same for you.

CASE STUDY:

For Ritual, first-class ingredients and innovative formulations are what they do best, continuously setting new standards in the supplement industry. The personal health brand was seeking an advertising campaign as real as their products. Knowing that wellness is regularly one of the top trending podcast topics, ARM set out to find the perfect voice to emulate Ritual’s unique and credible products.

ARM partnered with The Skinny Confidential podcast to bring in Ritual’s founder and CEO for an on-air interview. Knowing that authentic and unscripted conversations not only resonate with audiences, but also lead to higher trust and better engagement, this was a match made in podcast heaven.

The segment generated significant results, yielding a 908% above average order volume in 4 weeks, which came in 34% under Ritual’s CPA target. See the full case study.