Social Media
“How Do You Sell a Product You Can’t Advertise?” — The Codes of Dark Marketing
In some categories, it is not possible to advertise directly.
Platforms reject your product, disapprove texts, and block images.
However, consumer demand for these products never disappears.
This is where Dark Marketing—visibility strategies developed for regulated categories—comes into play. As Marker Groupe, we summarize in this content the successful models we have been applying for years, especially in dermocosmetics and sensitive health categories.
1. Platforms Reject, Algorithms Don’t
The core of Dark Marketing is to reach the consumer through the right signals, even if direct advertising is not possible.
For this, we use:
- Interest & behavior-based targeting
- Search intent–based segmentation
- Remarketing with first-party data
- Category-specific content clusters
The product may be invisible, but everyone who needs it comes into contact with the brand.
2. Focus on the “Need State,” Not the Product
In regulated categories, direct product promotion can be risky.
Therefore, we frame our communication around “need states”:
- Supporting the skin barrier
- Anti-redness care
- Relieving daily sensitivity
- Protection against external factors
This approach is both safe and naturally triggers the sales funnel.
3. Building Trust with Controlled UGC
User-generated content (UGC) is one of the most effective areas in regulated categories.
However, the key is a controlled content architecture:
- No disease names
- No treatment promises
- No clinical claims
Instead, we use experience-focused statements like:
“Its texture absorbs fast.”
“My skin felt relief quickly.”
“I added it to my daily care routine.”
4. Search Pressure: The Most Powerful Weapon of Invisible Ads
In Dark Marketing, growth is primarily driven by managing search demand.
Our applied model:
- Product queries
- Competitor brand keywords
- Category and symptom-based queries
- Broad-match remarketing pool
This allows the brand to achieve high visibility without direct advertising.
5. Safe Communication with Influencers
When working with micro-influencers, we define the content framework very clearly:
- Focus on need states, not product praise
- No claims of treatment or healing
- Natural integration into daily life
This approach builds organic trust for the brand.
6. Sales Link Comes Last
The golden rule of Dark Marketing:
Create the need, show the brand, then introduce the product.
Following this sequence consistently increases conversion rates.
Dark Marketing is not “advertising in the dark.”
When applied correctly, it is the most effective digital strategy for sustainably growing brands in regulated categories.
At Marker Groupe, we have been managing this approach for years with the principle: Discover the need, strengthen visibility, manage demand, grow the community.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
