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BEAUTY + SOCIAL MEDIA
Exploring how Beauty, Cosmetics and Luxury Personal Care Industries are using social media to market, expand brand awareness and increase sales and business.
Curated by Cristin Grogan
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Macy's Herald Square Beauty and Fragrance Department Undergoes Its Biggest and Boldest Makeover Yet

Macy's Herald Square Beauty and Fragrance Department Undergoes Its Biggest and Boldest Makeover Yet | BEAUTY + SOCIAL MEDIA | Scoop.it
Cristin Grogan's insight:

Macy's has revealed a "state-of-the-art and sophisticated shopping experience" in it's world-renown Herald Square store which will feature an entire re-design of it's Cosmetic and Fragrances department, including capturing the spa experience complete with brow, hair and nail services.  Also included will be a re-vamping of their color services and adding in prestige lines including Dolce & Gabbana Make-Up, Laura Mercie and Michael Kors.

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Pairing Digital with Event Marketing is a Thing of Beauty

Pairing Digital with Event Marketing is a Thing of Beauty | BEAUTY + SOCIAL MEDIA | Scoop.it
BareMinerals drives brand awareness and customer engagement with a nationwide tour and digital campaign.
Cristin Grogan's insight:

Bare Minerals starts to pair digital with event marketing as the makeup brands travels to six different cities to drive brand awareness and introduce new customers to it's product line.  The company has launched a digital campaign to go along with the tour that includes a YouTube video series and a Twitter vending machine that rewards customers that tweet using the #GOBARE.  Bare Minerals says "The idea is that we start the conversation online but ultimately, with that mainstream interest that we're seeing in the marketplace, we're able to push you out to the right physical doors where you can have that high-touch experience with a beauty ambassador."

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Juan Pablo's curator insight, March 4, 2014 8:47 PM

Very interesting!

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Beauty 2.0: Go Digital, Because You're Worth It

Beauty 2.0: Go Digital, Because You're Worth It | BEAUTY + SOCIAL MEDIA | Scoop.it
Beauty 2.0: Go Digital, Because You're Worth It @Worldcrunch Worldcrunch - Great stories from the world's best news sources
Cristin Grogan's insight:

Companies like Givenchy and Sephora are including to further integrate technology during the shopping experience as they bring in the X-Rite Spectrocolorimeter, a scanner that analyzes skin tone to assign the ideal pigment for each person's skin. 

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Target deploys prolific group of social-media gurus to win over consumers

Target deploys prolific group of social-media gurus to win over consumers | BEAUTY + SOCIAL MEDIA | Scoop.it
In early February, several high-powered consultants arrived at Target Corp
Cristin Grogan's insight:

Super retailer, Target, adds bloggers and social media gurus as a new powerful asset to their digital and social marketing efforts.  As these beauty bloggers become sounding boards for Target executives, they also become powerful brand ambassadors, already having the ear of thier respective large, captive audiences.  Using famed bloggers, tastemakers and influencers enables brands to reap the benefits of leveraging that large captive audience, also happening to be Target's demographic, who are ready and willing to purchase based on what these beauty, fashion and lifestyle bloggers say.

 

I always recommend that growing beauty, cosmetic, fashion and luxury brands incorporate bloggers into their social media marketing strategy.  It's a great way to grow your brand and initiate buzz about your products.

 

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How Those Dove 'Real Beauty Sketch' Ads Went Viral

How Those Dove 'Real Beauty Sketch' Ads Went Viral | BEAUTY + SOCIAL MEDIA | Scoop.it
While Dove's "Campaign for Real Beauty" ads on YouTube have been viewed almost 28 million times, there are some critics
Cristin Grogan's insight:

Dove's on-going 'Campaign for Real Beauty' has seen tremendous successes specifically in the digital and social media realm.  The latest component of the campaign centers around an intriguing video that has been very successful in virality.  Dove is a company that continues to use digital media (videos, photography, etc.) to present creative ways to tell it's brands story and communicate the 'Campaign for Real Beauty' and then uses social media to spread that unique content.  Whether the ads are right or wrong, by combining the above three elements, as well as truly understanding their target consumer, Dove succeeds in using digital and social platforms to enlist buyers, gain new stakeholders, build intrigue around it's brand and to increase customer loytaly, which all contribute to a higher revenue.

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Bethany Alexa May Peterson's curator insight, September 7, 2013 12:44 PM

Bloomberg Business Week added commentary to the issue, explaining the response to the video as mostly positive, mentioning the history of criticism of Dove ads, and the predicted effect on the company (experts believe Dove is ahead of game, knowing their customers, whether their motives are pure or not).

 

While this is a traditional media contribution, the comments section engages the voices of many making amateur media.  Daechoong Mama left her mark on the issue, commenting on the online article and also linking to the entry she posted on her personal blog about the video. Link below:

 

http://www.daechoongmama.com/2013/04/dove-beauty-campaign-ad-questions.html

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Aardvark Founder’s Social Shopping Site Luvocracy Creates Market Around Recommendations

Aardvark Founder’s Social Shopping Site Luvocracy Creates Market Around Recommendations | BEAUTY + SOCIAL MEDIA | Scoop.it
Nathan Stoll's grandmother was an Avon lady. Now he wants to reimagine that role for the social media age.
Cristin Grogan's insight:

The beauty industry has always counted on word-of-mouth endorsements and personal recommendations ever since the door-to-door Avon days.  Have things changed?  Certainly not, says one entrepreneur, who has created an entire business around recommendations for certain products.  This is a perfect example of how recommendation and endorsements are still the keys to selling a product.  The thing that's changed is the environment that these conversations are happening: in the digital and social spaces.

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L’Oréal Paris, Aveda and Redken named ‘Genius’ hair care brands for digital

L’Oréal Paris, Aveda and Redken named ‘Genius’ hair care brands for digital | BEAUTY + SOCIAL MEDIA | Scoop.it
Hair care and color brands L’Oréal Paris, Aveda and Redken have all been labelled ‘Genius’ for their digital competence by the latest L2 ThinkTank report.
Cristin Grogan's insight:

The prestigious L2 Digital IQ Index has named L'Oreal Paris, Aveda and Redken 'Genius' hair care brands for their command and use of the digital and social space.

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Lady de Cosmetic Announces “Share & Score” 25% Discount Facebook Contest

Los Angeles, CA (PRWEB) April 01, 2013 Lady de Cosmetic, the online makeup retailer widely known for their vast inventory of quality cosmetics products at discount prices, has launched a new contest on their Facebook page, designed to bring more...
Cristin Grogan's insight:

Sure, Lady de Cosmetic, is widely known for their vast inventory of cosmetics products at discount prices...But perhaps more interesting is their great use of Facebook strategy which includes offering incentives to fans who share their pages with friends. 

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Pinterest debuts style makeover with fresh new look, tighter backend

Pinterest debuts style makeover with fresh new look, tighter backend | BEAUTY + SOCIAL MEDIA | Scoop.it
Online scrapbooking site Pinterest unveils its new look, including enhanced navigational and discovery features.
Cristin Grogan's insight:

With the recent introduction of Pinterest Analytics, the Pinterest team cleans up the social platform revamping it's look and making a few changes to enhance the user experience by making it easier for users to pin and navigate.

 

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Beauty.com Partners With Mass Relevance to Drive Real-Time Social Engagement for Beauty.com Fashion Week Hub

Beauty.com Partners With Mass Relevance to Drive Real-Time Social Engagement for Beauty.com Fashion Week Hub | BEAUTY + SOCIAL MEDIA | Scoop.it

"Mass Relevance, the technology leader in social curation and integration, today announced that Beauty.com, a division of drugstore.com, inc., recently launched Front Row at Fashion..."

Cristin Grogan's insight:

 Beauty.com, a division of drugstore.com, has partnered with Mass Relevance, a leader in social curation and integration, by recently launching a campaign entitled "Front Row at Fashion Week".  Behind the scenes, Mass Relevance's social engagement platform discovered, filters and displays the real-time conversations that drive the social hub experience.  At the front, users are able to get an exclusive and unique view into fashion week by integrating all social platforms into once place.  They were able to turn a live event into an online, social experience for fans and customers, something that will continue to grow in online popularity as social media integration continues to grow.

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Condé Nast puts magazines on video

Condé Nast puts magazines on video | BEAUTY + SOCIAL MEDIA | Scoop.it
In search of ad dollars to replace dwindling income from magazines, Condé Nast launched several original Web video series that attempt to leverage the brand recognition of its titles.
Cristin Grogan's insight:

Publisher CondeNast Taps into social platform YouTube to expand their ad dollars. The publishing company has begun taking content from it's failing print magazine and pushing it to video in hopes to expand reach and engagement.  Capitalizing on the continued growth of beauty and how-to-videos, the fastest growing categories of online videos, they have allocated more of their budget to producing videos, as vide ads produce higher margins than any other type of digital advertisement.

 

Others would have liked to have seen the move sooner, signaling that YouTube is still an important platform in the digital social media realm.

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Facebook's bigger pics: It's about the ad revenue

Facebook's bigger pics: It's about the ad revenue | BEAUTY + SOCIAL MEDIA | Scoop.it
The social network's redesign of its News Feed features bigger photos, something that could keep users engaged on the site longer, giving the company more opportunity to market to them. Read this article by Paul Sloan on CNET News.
Cristin Grogan's insight:

The most important part of Facebook's latest News Feed update?  Bigger pictures, which could result in attracting more advertisers to Facebook.  Since Facebook's photo application is the most engaging throughout the platform, companies using the Facebook platform for their business could take advantage of higher click through rates, higher engagement and better performance that comes with optimizing photos.

For your beauty or cosmetics brand, it's important to remember that photos are the most engaging piece of content you can include in your Facebook strategy.  Remembering to place a photo with 90% of your posts is even more important, now that Facebook will be optimizing their news feed for them.

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Pinterest beauty fans spend more than Facebook users - Times LIVE

Pinterest beauty fans spend more than Facebook users - Times LIVE | BEAUTY + SOCIAL MEDIA | Scoop.it

Julie Bornstein, head of digital for Sephora, reveals to tech blog Venture Beat that "Pinterest users who shop at Sephora spend 15 times more on its products than the brand's Facebook followers."

Cristin Grogan's insight:

While social media experts still determine what role Pinterest plays in social commerce, Sephora finds that Pinterest users spend 15 times more than their Facbook users.  The reason behind it?  Facebook is better suited as a customer service tool, while Pinterest is a platform for collecting and acquiring items, influencing customer purchasing habits.

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Venus Evans-Winters's comment, March 5, 2013 5:35 PM
I believe it. I had to step back from pinterest, because I found myself wanting to be more trendy.
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How Facebook, Twitter, and Pinterest Sharing Affects Sales

How Facebook, Twitter, and Pinterest Sharing Affects Sales | BEAUTY + SOCIAL MEDIA | Scoop.it
Social Media - Pinterest is the social network most likely to drive spontaneous purchasing, whereas Twitter and Facebook users are more likely to make social media-related purchases of products they were already considering, ...
Cristin Grogan's insight:

Interesting infographic on how Facebook, Twitter and Pinterest Sharing Affects Sales...

 

My take here: http://www.cristingrogan.com/how-shares-on-facebook-twitter-and-pinterest-drives-sales-beauty-cosmetics-social-medi/

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Revlon Expanding in Social Media

Revlon Expanding in Social Media | BEAUTY + SOCIAL MEDIA | Scoop.it
Ronald Perelman said the company will be 30 percent digital in 2013.
Cristin Grogan's insight:

Revlon Inc. chairman Ronald Perelman, who has admitted that he never uses a computer and that "We at Revlon never used social media" recently stated in an interview with Women's Wear Dailiy that “In 2013, we will be 30 percent social media, digital."

Their plans also include cutting print advertising by as much as 25%.

 

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Top 10 luxury brand social campaigns of Q1 - Luxury Daily - Internet

Top 10 luxury brand social campaigns of Q1 - Luxury Daily - Internet | BEAUTY + SOCIAL MEDIA | Scoop.it
Cristin Grogan's insight:

Luxury Daily presents the Top 10 social media marketers of Q1. These brands have all gone above in beyond in specific social media campaigns executed during this quarter.  For beauty specifically, Dior Cosmetics lands on the list for their unique, creative and inspiring campaign: (hashtag) #IconicColors.

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What drives activity on Pinterest?

Researchers have released a new study that uses statistical data to help understand the motivations behind Pinterest activity, the roles gender plays among users and the factors that distinguish Pinterest from other popular social networking sites.
Cristin Grogan's insight:

There's a lot more to Pinterest than just pinning...Researchers at Georgia Tech and the University of Minnesota have released a new study that uses statistical data to help understand the motivations behind Pinterest activity.  Among the interesting results: Pinterest users use verbs, female users have more re-pins, and men typically have more followers than women.  Interesting information to consider when considering or optimizing your pre-existing Pinterest for your social media strategy.

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Lucia's curator insight, April 4, 2014 4:08 PM

Is great to know what drives people to pin for marketing purposes.

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Social Media Becomes Less Important to Teens; Prefer to Shop In-Store Than Online

Social Media Becomes Less Important to Teens; Prefer to Shop In-Store Than Online | BEAUTY + SOCIAL MEDIA | Scoop.it
Customer Behavior - Today's teens, though digital natives, by a wide margin prefer to shop in stores than online, and even their use of what they consider their favorite social networks is decreasing ...
Cristin Grogan's insight:

In new research published by Piper Jaffray, social media is becoming increasingly LESS important to teens. Additionally, it's important to notice that while many teens agree that social media has "an impact on their purchasing behavior" (53% of female teens and 52% of male teens), "teens prefer to shop in-store rather than online" (78% vs. 17% in case of female teens and 75% vs. 19% in case of males).

 

This could be due to the fact shopping for teens is often a social activity and a way to spend leisurely time with friends outside of the house and away from parents - they prefer the experience as opposed to the activity.  The article goes on to explore various trends in the mobile shopping world, as well as fashion, food/restaurants, video games as well as beauty and personal care where teens are increasing the amount of spending they are doing in this sector.

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Erin Nelson's curator insight, February 8, 2014 12:26 PM
Interesting article regarding Gen Z's preference to shop in-store rather than online. Retailers will need to raise their "experience innovation" game in order to attract this next wave of shoppers.
Ana Hazeu's curator insight, February 9, 2014 6:50 AM

Even though technology is becoming a priority in our daily lives, teens still prefer to shop "the old way", in-store.

However, they do shop a lote online as well, and for that,  Amazon is still the web leader by very far. In my opinion that's because of the variaty and reliability the shop has, and the lack of a physical store.

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Emotional engagement drives up value of luxury cosmetics

Emotional engagement drives up value of luxury cosmetics | BEAUTY + SOCIAL MEDIA | Scoop.it
As times change and consumers expect more from their products, emotional engagement is becoming the dominant driver of purchase decisions and brand loyalty.
Cristin Grogan's insight:

What really sells luxury cosmetics?  A 2013 Customer Loyalty Engagement Index found that "brand", "personal identity" and "character" exerted the strongest influence on consumer decision-making and engagement with brands.  Hitting all of these touch points during the consumer experience is what will ensure clients' lasting relationship with luxury products.  

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How Sephora Differentiates in Digital

How Sephora Differentiates in Digital | BEAUTY + SOCIAL MEDIA | Scoop.it
Sephora is constantly looking to improve and complement the in-store experience with digital technology.
Cristin Grogan's insight:

Johnna Marcus, Sephora’s director of mobile and digital store marketing, talks about how Sephora is using digital technology to blur the lines between the in-store and online shopping experience and how being customer-centric is key to Sephora’s digital strategy. 

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Interview with Sephora: Enhancing the Customer Experience With the Sephora-To-Go Mobile App | Authintic

Interview with Sephora: Enhancing the Customer Experience With the Sephora-To-Go Mobile App | Authintic | BEAUTY + SOCIAL MEDIA | Scoop.it

Following is the complete interview between Andrew Cherwenka, CEO at Authintic, and Bridget Dolan, Vice President Digital Marketing at Sephora. Excerpts from this interview were used in an article on retail technology for the Huffington Post entitled Sephora’s VP Interactive on Mobile Technology: Threat or Opportunity?

Cristin Grogan's insight:

Bridget Dolan, Sephora's Vice President of Digital Marketing, talks the Sephora to Go app, omnichannel engagement and social media promotional campaigns and how they're blending it all together to be where their customers are shopping.

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How The Most Successful Brands Take A Peek Into The Future

How The Most Successful Brands Take A Peek Into The Future | BEAUTY + SOCIAL MEDIA | Scoop.it
“The best way to predict the future is to invent it.”The quote above is from Alan Kay, the pioneering computer scientist who is credited with developing the graphical user interface and object-oriented programming.
Cristin Grogan's insight:

Some of today's most popular brand's discuss how they leverage real-time social media to build their brands and promote their products.  Additionally, those who rely on real time marketing, captilizing on emerging new business models and successfully innovate will be the brands of the future.

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Dove Rescues You From Split Ends [Social Media Case Study] | Business 2 Community

Dove Rescues You From Split Ends [Social Media Case Study] | Business 2 Community | BEAUTY + SOCIAL MEDIA | Scoop.it

"Dove has partnered with Indiblogger, an Indian bloggers community to involve bloggers and start conversations about the new product, through a blogging contest entitled ‘Beautiful Ends to your Beautiful Braids’!"

Cristin Grogan's insight:

To introduce a new shampoo, Dove partnered with Indiblogger, an Indian bloggers community, to introduce a new shampoo.  Facebook was folded into the campaign as well, by driving the blogging community to the Dove page for an additional contest and ways to share the Dove brand by sending friendship messages to those in their network.  This case study shows how powerful creative bloggers can be in selling and marketing a product.

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Pinterest Web Analytics Puts Third-Party Developers And APIs Into Focus | TechCrunch

Pinterest Web Analytics Puts Third-Party Developers And APIs Into Focus | TechCrunch | BEAUTY + SOCIAL MEDIA | Scoop.it
Pinterest Web Analytics, the site's traffic measuring tool for website owners that was unveiled earlier today, is a foray into services that could help the social network generate revenues some day -- for now, it's free with "no plans to charge,"...
Cristin Grogan's insight:

An exciting announcement from Pinterest today, as the social media platformed, debuted it's Pinterest Web Analytics tool that will measure traffic, see which pins resonate better with audiences and, as a result, could increase the chance for the social network to generate revenues.  While there have been resources that have provided similar metrics on Pinterest, the platform hopes to see it's own analytics tool become more trust worthy than those sometimes unrealiable 3rd party applications.

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Dove® Takes Over Social Media Giving American Women The Power To Pay the Positive Beauty Messaging Forward

ENGLEWOOD CLIFFS, N.J., March 8, 2013 /PRNewswire/ -- 33 million women made over advertising that highlighted...
Cristin Grogan's insight:

In it's second year, the 'Dove Ad Makeover' campaign allows users to target ads that negatively affect self-esteem in the social media ecosystem, allowing users instead to propel positve beauty messages to be seen by as many women as possible in the social sphere.  Last year 33 million women joined Dove's first Ad Makeover, which not only helped to spread the positive message, but enhanced Dove's branding and placement within the social media realm.

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