Back-to-school season isn’t just for kids. It’s a powerful sales moment for beauty and skincare brands, too. Think about it: people are resetting routines, re-stocking essentials, and treating themselves as part of a fresh start. It’s the perfect time to launch an SMS campaign that drives engagement and boosts revenue.

Why Back-to-School SMS Matters for Beauty & Skincare Brands

During busy back-to-school weeks, shoppers rely heavily on mobile. SMS is direct, personal, and ridiculously effective. While inboxes fill up fast, text messages get seen almost immediately. With open rates north of 90%, it’s one of the best ways to reach busy shoppers who are already juggling school lists and seasonal to-dos.

SMS also pairs well with other channels like email and popups. You can tease a new product line via email, and follow up with a quick reminder via text. Or, offer an exclusive discount to your SMS list as part of a VIP strategy that makes subscribers feel special.

Back-to-School SMS Templates You Can Use

You can adapt these messages depending on your brand voice, product offerings, and promotion style. The key is urgency, relevance, and clarity. Mention a benefit, include a clear offer, and drop that link early.

Example 1 – Essentials SMSText: Back-to-school ready? ✨ Grab your skincare essentials for the new year here: [Link]When to use: Great for promoting curated collections or bestsellers.

Example 2 – Routine Builder SMSText: Hi [First Name], build your new semester skincare routine with our top picks. Shop now: [Link]

When to use: Ideal for brands offering multi-step routines.

Example 3 – Student-Focused SMSText: Student must-haves are in! Clear-skin essentials + budget-friendly favorites → [Link]

When to use: Best for acne care or youth-focused product lines.

Best Practices for Back-to-School SMS

To get the most out of your SMS campaigns, especially during busy seasonal windows like back-to-school, keep these best practices in mind:

• Know your timing. Back-to-school shopping kicks off as early as July, but most spending happens between late July and mid-August. Send your SMS campaign when your audience is most likely to take action. Think late mornings or mid-afternoon when engagement peaks.
• Keep it short and punchy. Stick to messages under 150 characters. Your audience is on the go and scanning fast. Brevity is your best friend.
• Include one clear CTA. Add a single, obvious link to a featured collection, product, or promo. Don’t clutter things up with multiple links or ask for too much.
• Use emojis sparingly. A little flair can help your message stand out, especially in the youth and beauty markets, but don’t go overboard.
• Keep the tone fun and aligned with your brand. Back-to-school can be stressful for shoppers. Make your messages feel like a helpful nudge, not another task.
• Segment your audience. If you sell products for teens, college students, or parents, tailor your campaigns accordingly. You’ll get better results when messages feel personalized.

How to Send Back-to-School SMS with Privy

Whether you’re highlighting acne care, lip balms, or restock-worthy bundles, now’s the time to map out your strategy. Use SMS to cut through the noise and drive real results during one of the busiest shopping seasons of the year.

Need a fast way to launch your campaign? Try Privy’s all-in-one platform for SMS, email, and list growth tools built for small ecommerce brands. Start your free trial today and build your next campaign in minutes. 👉 Learn more about Privy’s SMS marketing tools.

📖 For more back-to-school shopping trends, check out the National Retail Federation’s Back-to-School Survey.

FAQs about Back-to-School SMS for Beauty & Skincare Brands

What products perform best in back-to-school SMS campaigns?

Acne care, simple routines, starter kits, and budget-friendly beauty products convert very well with students.

Is SMS effective for teen shoppers?

Yes. Teens and college students respond strongly to short, friendly messages—especially for skincare and makeup essentials.

Should I promote discounts in my SMS?

Optional. Students love deals, but bundles or sets can be just as compelling.

When is the best time to send back-to-school SMS campaigns?

Late July through early September, with peak engagement during weekday afternoons.