A lot of companies try to use social media to expand their brand. For many companies, a social media campaign can feel forced; for example, a hot sauce brand can only find so many things to Tweet about their product in a given week. However, for the beauty industry, social media and online marketing works so well and so beautifully that it’s a wonder they still put any effort into traditional marketing at all. Here are some ways that beauty brands are achieving success with social media.
The Rise Of The Beauty Vloggers
One of the most popular genres of videos on YouTube is beauty videos. These beauty vloggers tend to be adolescent girls who film themselves doing makeup tutorials or showing off what they’ve purchased at the local mall in “haul” videos. However, many of these homegrown brands – started by inexperienced girls who could easily be your little sister – grow into seriously powerful brands.
For example, beauty vlogger Michelle Phan partnered with Lancome Cosmetics, creating a series of tutorials that featured Lancome product exclusively. Products featured in these tutorials would sell out on Lancome’s website in minutes after the clips went live. Sister duo Blair and Elle Fowler partnered with Blush.com to create an exclusive line of cosmetics for the site. Their eyeshadow palettes and nail polish sets were tailored to match the demands of their fans, who would send them their input on their Twitter and Facebook pages.
YouTube has truly become the best way for a beauty brand to market their product; it’s a mutually beneficial relationship, where the brand gets publicity and the vlogger gets an endorsement deal.
The Rise of The Online-Exclusive Brand
The power of social media in marketing beauty brands has become so strong that it has encouraged many brands to eschew pursuing a presence in brick and mortar stores altogether. When Jane Park launched Julep, a line of nail polishes and manicure tools, she based her entire business on the power of social media. What the line creates is based entirely on what customers tell her on social media. Park told Forbes, “we’re not telling customers what they want. We’re responding to what they want.”
Julep now has a presence in physical stores, available in select salons and Norstrom. However, its origin story tells us much about the power of social media when it comes to marketing beauty brands. Selling a beauty product isn’t like anything else. One isn’t selling a product as much as they’re selling a lifestyle. The message is clear: If you can interact with your customers directly and convey the style and tone of your product via vlogs and viral clips, you will see your brand skyrocket in popularity and sales.