Social Media + Beauty Brands Trend Report
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Social Media + Beauty Brands Trend Report

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Beauty brands are increasingly turning to digital media for a more integrated, robust program to generate ROI. This trend report highlights some of beauty’s top trends in social media over the past ...

Beauty brands are increasingly turning to digital media for a more integrated, robust program to generate ROI. This trend report highlights some of beauty’s top trends in social media over the past few months and explains why these particular campaigns worked and what could have been better

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Social Media + Beauty Brands Trend Report Document Transcript

  • 1. DIGITAL DOWNLOAD PRESENTS:Beauty and Social Media Trends Fall 2011 1|P a g e
  • 2. Table of ContentsOverview………………………………………………………………………………………………………………………………………… 3BeautyTrends in Social Media: Case Studies…………………………………………………………………………….. 4 Bobbi Brown Cosmetics………………………………………………………………………………………..……………… 5 MAC Cosmetics…………………………………………………………………………………………………………………………. 6 Clinique……………………………………………………………………………………………………………………………7 Secret……………………………………………………………………………………………………………………………. 8Beauty Brands and Philanthropy Partnerships………………………………………………………………………………………. 9 Avon Foundation for Women…………………………………………………………………………………………..7 10 Estée LauderBreast Cancer Awareness Campaign………………………………………………………….811 FITE………………………………………………………………………………………………………………………………….9 12 Secret’s Do Something Beautiful Campaign………………………………………………………………….. 13“Beauty” Campaigns…………………….……………………………………………………………………………………………10 14 Bare Escentuals……………………………………………………………………………………………………………….10 15 Bobbi Brown Cosmetics…………………………………………………………………………………………………………11 16 Dove……………………………………………………………………………………………………………………………….12 17 Nivea………………………………………………………………………………………………………………………………13 18Fragrance Sampling Campaigns…………………………………………………………………………………………………….15 19 Burberry…………………………………………………………………………………………………………………………..15 20 Diane von Furstenberg…………………………………………………………………………………………………….16 21 Marc Jacobs…………………………………………………………………………………………………………………….17 22 Oscar de la Renta…………………………………………………………………………………………………………….18 23Retail/E-commerce Sampling and Incentive Campaigns……………………………………………………………….21 24 Birchbox……………………………………………………………………………………………………………………………21 25 Gilt Groupe……………………………………………………………………………………………………………………….… 26 Rent the Runway…………………………………………………………………………………………………………….…… 27 2|P a g e
  • 3. Overview:top overall trendsBeauty brands are increasingly turning to digital media for a more integrated, robust program togenerate ROI. This trend report highlights some of beauty’s top trends in social media over the past fewmonths and explains why these particular campaigns worked and what could have been better. Threemajor trends we saw included:Redefining beautyEstablishing the true meaning of beauty was the focus of several beauty social media campaigns we sawover the last few months. Brands, such as Bare Escentuals, Bobbi Brown Cosmetics, Dove and Nivea,utilized social media channels to engage and interact with fans to discover what the word “beauty”really means to them. For example, Bare Escentuals is implementing a multichannel campaign acrossprint, TV, QR codes and digital that showcases women and their beauty – no retouching orphotoshopping. Bobbi Brown Cosmetics launched the “Pretty Powerful” campaign to bring outconfidence and inspiration in “Pretty Powerful” women. Since 2004, Dove has executed the Campaignfor Real Beauty, a major global initiative to start a conversation about the need for a wider definition ofbeauty. Lastly, Nivea launched the “Beauty Is” campaign in 2007, and continues to engage an audiencethrough inspirational print ads and contests.Using Facebook to launch a product through samplingBeauty brands - specifically fragrances - are beginning to realize that social media is an essential tool forpromoting product launches through sampling programs. Top fragrances brands, such as Burberry,Diane von Furstenberg, Marc Jacobs and Oscar de la Renta, are all utilizing social media as a way to getthe product into the consumers’ hands. Through interactive Facebook, Twitter and YouTube campaigns,these high end brands are creating buzz around new fragrance launches and encouraging trial througheasy entry sampling applications.Philanthropy partnershipsSocial media is a source for brands and their philanthropy partners to boost awareness and engagecurrent and potential supporters. Major beauty brands, like Avon, Estée Lauder and Dermalogica, havemoved their existing philanthropy campaigns into the digital space. Through static images on Facebook,sampling applications and sharing features, these brands are using Facebook, Twitter and YouTube as away to educate, engage and recruit fans to be a part of the cause. 3|P a g e
  • 4. Beauty Trendsin social media 4|P a g e
  • 5. Bobbi Brown Cosmetics: “Everything Bobbi” Blog Overview: On September 7, 2011, Bobbi Brown added an online blog/e-zine called “Everything Bobbi” to her social media presence. “Everything Bobbi” features things she loves—videos, events, product inspiration, stories, recipes and Q&A’s with people she admires. The blog is updated three times a week on Monday, Wednesday, and Friday. Brown’s blog aims to be another facet of engagement between consumers and the brand as opposed to being just a static site. Key Learnings: Bobbi Brown’s blog shows an alternative, interactive way for fans to become involved with the Brand. While not directly selling products, fans can get the inside scoop from Bobbi herself, which promotes brand loyalty and a personal connection. The Brand’s Facebook fans have increased 100.8% in the past three months, which could be due to Bobbi Brown’s personal social media involvement. Integrating a celebrity-factor into social media generally boosts a brand’s online awareness and word of mouth. For more information, Visit the Bobbi Brownblog, Facebook, Twitter, and YouTube pages. 5|P a g e
  • 6. MAC Cosmetics: Blogger Obsessions Campaign Overview: MAC Cosmetics held a contest on its website for various beauty bloggers to create their own one-of-a-kind product. MAC Cosmetics asked a group of prominent beauty bloggers to submit ideas, in pictures and words, for an upcoming collection of lipglosses and eyeshadows. Nine of the submissions were chosen to complete the collection. The winning bloggers were then paired with a chemist to create their vision. The winners included: Amber Katz from Beauty Blogging Junkie, Lesley Ellen Mirza from Lipstick Powder N Paint, Lianne Farbes from The Makeup Girl, Wendy Lam from Nitrolicious, Christine Mielke from Temptalia Beauty Blog, Patrice Grell Yursik from Afrobella, Lily Nima from Beauty Maverick, Karen Monterichard from Makeup and Beauty Blog and Aileen De Los Angeles from the Shades of U. The collection is currently available online. Key Learnings: Utilizing bloggers helps brands reach a new audience and increase brand awareness through the bloggers’ established fan base. As a result of MAC Cosmetics Blogger’s Obsession Campaign, many bloggers—winning bloggers and fans included—posted about the contest and the new collection on their sites. For more information, visit MAC Cosmetics’ website, Facebook, and YouTube pages. 6|P a g e
  • 7. Clinique: Utilization of Facebook Tabs Overview:Clinique’s Facebook page utilizes several tabs to showcase products in an innovative and engaging way through games, contests, exclusives and much more. The “Chubbify” tab, highlighting Clinique’s Chubby Sticks, allows fans to write their status updates in a thicker font in the eight shades of the chubby sticks. The “Turnaround” tab promotes Clinique’s Turnaround Overnight Radiance Moisturizer through a contest in which fans submit their turnaround stories to win prizes. Clinique’s 3-Step Skincare Plan is the topic of the “3-Step” tab, where fans can share their 3-Step Stories. This also relates to the “3-Step Confidence” tab where fans answer what great skin gives them the confidence to do. “Next Best Thing” tab allows fans to access information on suggested replacements for discontinued products. The“Lucky Day Sweeps” tab allows fans to enter for a chance win full-size products weekly. Key Learnings:According to the L2 Digital IQ Beauty Index Report, Clinique is the number two beauty brand involved in social media. Clinique’s use of Facebook shows the Brand is fully utilizing its resources to reach a broader audience and create direct relationships with consumers. In five months (February 2011 – July 2011), Clinique’s Facebook page received over 1 million “likes” growing from approximately 200,000 to 1,200,000. For more information, visit Clinique’s Facebook, Twitter, and YouTube pages. 7|P a g e
  • 8. Secret: Express Your Scent Facebook Tab Overview:Secret has launched an “Express Your Scent” Facebook app that showcases the brand’s Scent Expressions line of deodorants. “Take protection and scent for a spin” allows fans to create their own kaleidoscope using a preselected background image, their choice of a Scent Expression product, and their profile picture. After creating their custom kaleidoscope, fans can post it to their wall or save to their desktop. Key Learnings:Secret’s interactive Facebook app provides another way for fans to engage with the brand. The kaleidoscopes are customizable, feature the product, and can be shared with the fans’ social networks, which takes advantage of the resources provided by social media, especially Facebook. In the past 8 months, Secret’s Facebook fan base increased by more than 730,000 fans (February 2011-October 2011). For more information, visit Secret’sFacebook, Twitter, and YouTube pages. 8|P a g e
  • 9. Beauty Brands& philanthropy partnerships 1 9|P a g e
  • 10. Avon: Avon Foundation for Women Overview: The Avon Foundation for Women was founded in 1955 to improve the lives of women. The Foundation brings this issue to life by focusing on two key issues: breast cancer and domestic violence. Through 2010, Avon global philanthropy has donated more than $800 million in more than 50 countries for these causes. The Avon Breast Cancer Crusade launched in 1992, and Avon breast cancer programs in more than 50 countries, have raised almost $700 million for research and advancing access to care. In addition to support from Avon Products, funds are raised through Avon “Pink Ribbon” products as well as a variety of events and races. A Facebook tab provides general information about the foundation as well as a link to the Foundation’s website. The Foundation also has its own Facebook page, specifically for the Avon Walk for Breast Cancer. Key Learnings: The Avon Foundation for Women has an impressive social media presence with activity on Facebook, Twitter, YouTube, blogs, etc. Although Avon’s Facebook tab reveals how much they’ve raised, it should focus more on how to get involved and join the cause. Check out their Facebook, Twitter, and YouTube pages for more information. 10 | P a g e
  • 11. Estée Lauder: Breast Cancer Awareness Campaign Overview: Estée Lauder ’s Breast Cancer Awareness Campaign is currently celebrating its 19th year in the fight against breast cancer. The 2011 BCA Campaign theme is “Together. Connect. Communication. Conquer. For a Future Free of Breast Cancer.” In October 2011, the Brand updated the campaign, asking fans to “Shine a Light on Breast Cancer” and share their messages of hope. Estée Lauder runs two Facebook pages promoting the cause, a BCA campaign page and an application on its Brand page, which allows fans to share a message of hope. For every message of hope shared, an illuminated map will turn the color pink to show where your message reached a certain part of the world. Key Learnings: Through its website, Facebook and Google,Estée Lauder is implementing a very integrated campaign that reaches an international audience and encourages viral exposure. For more information, visitEstée Lauder ’s website, Facebook, Twitter, and YouTube pages. 11 | P a g e
  • 12. FITE: Dermalogica & Kiva.org Overview: Financial Independence Through Entrepreneurship (FITE) is a global empowerment platform powered by Dermalogica and Kiva.org that is designed to foster financial independence through entrepreneurship for women in the developing world. Their mission is to provide women entrepreneurs access to small loans that will help them start or grow a business and to help educate the public about the benefits of empowering women entrepreneurs so that they can “hold up their half of the sky”. Three ways to join FITE include buying a FITE-sleeved Dermalogica product, sharing the Facebook page, and subscribing. Key Learnings: FITE has excellent and cohesive social media presence with frequent posts on their pages that help promote the Brand along with its mission. For more information, visit theFITE tab on the Dermalogica Facebook page and FITEs Facebook,Twitter, and YouTubepages. 12 | P a g e
  • 13. Secret: Do Something Beautiful Overview:As part of P&G Beauty, Secret has joined in on the fight against breast cancer with the “Do Something Beautiful” campaign. Their Facebook tab prompts fans to join the cause by embracing three ways to give and save. The tab also provides a link to the main campaign onP&G Beautys Facebook, where women can share their stories, spread the word, learn about self-exams, and download coupons which will increase P&G’s donation to the National Breast Cancer Foundation Key Learnings:The campaign takes place across multiple social media pages in an effort to expand their fan reach and get as many people involved in the campaign as possible. Since the tabs all link to the main P&G Beauty Facebook, the campaign maintains cohesion. For more information, visit Secret’sFacebook, Twitter, and YouTube pages or P&G Beauty’s Facebook. 13 | P a g e
  • 14. “Beauty” Campaigns 14 | P a g e
  • 15. Bare Escentuals: Be a Source of Beauty Campaign Overview: This multichannel campaign includes print, QR codes, TV commercials and social media pages that showcase women and their natural beauty without retouching or photoshopping. Print and television ads make claims like “they’ll notice you, not your makeup”. A Facebook application called “Share the Force” lets users post a message on a friend’s Facebook page telling the friend they are a force of beauty. Users are then invited to a complimentary “make-under” at one of the company’s boutiques and given samples. The five women who represent the campaign were chosen through a blind casting call, meaning each woman was chosen based on answers to questions about who they were and their interests rather than what they looked like. QR codes called “Beauty Marks” take consumers from print ads to biographical web videos about the women. Key Learnings: The campaign provides a number of ways for fans to get involved using attention-grabbing ideas, such as a blind casting call, that increased media and fan engagement. For more information, visit Bare Escentuals’ Facebook, Twitter, and YouTube pages. 15 | P a g e
  • 16. Bobbi Brown Cosmetics: Pretty Powerful Campaign Overview: Bobbi Brown has launched the Pretty Powerful Campaign to bring out confidence and inspiration in “Pretty Powerful” women. The campaign takes place across multiple platforms—the Bobbi Brown website, Facebook, Twitter, and Youtube. It includes the “Be Bobbi’s Next Pretty Powerful Face” contest. To enter, fans must “like” the page then discuss their secrets to feeling confident. The winner receives a trip to NYC, a makeup lesson, $500 in Bobbi Brown beauty products, and a feature in the campaign. Fans can also get involved by uploading the “Pretty Powerful” banner to their own Facebook page and viewing videos from other “Pretty Powerful” women. Key Learnings: The significance of the campaign lies in its cross-promotion across all social media platforms and its message, which parallels the Brand’s overall message while indirectly selling makeup. For more information, go to Bobbi Brown’s Facebook, Twitter, and YouTube pages. 16 | P a g e
  • 17. Dove: Campaign for Real Beauty Overview: Dove launched the Campaign for Real Beauty in 2004. The campaign started a global conversation about the need for a wider definition of beauty after a major global study conducted by Dove proved that the definition of beauty has become limiting and unattainable. Among the study’s findings was the statistic that only 2% of women around the world would describe themselves as beautiful. Since 2004, Dove has employed various communication vehicles to challenge beauty stereotypes and invite women to join a discussion about beauty. In 2010, Dove evolved the campaign and launched an effort to make beauty a source of confidence, not anxiety, with the Dove Movement for Self-Esteem. The campaign is promoted through a Facebook tab, their Twitter page,the hashtag #dovedifference, and the Dove YouTube page. Key Learnings: Dove’s Campaign for Real Beauty launched seven years ago and has evolved in numerous ways providing fresh and innovative new ways to reinvent its message. For more information, visit Dove’sFacebook, Twitter, or YouTube pages. 17 | P a g e
  • 18. Nivea: Beauty Is Campaign Overview: In 2007, Nivea launched the “Beauty Is” campaign, entering the Brand into a dialog with consumers. Print ads conveyed various phrases like “Beauty is Love”, “Beauty is a Moment”, and “Beauty is Care”. Consumers were invited to send in their personal experience of beauty through a word and image via the campaign website. Key Learnings: The Nivea Beauty Is Campaign could have integrated social media to create more of an online presence, which may have increased customer participation. For more information, visit this article and Nivea’s Facebook and YouTube pages. 18 | P a g e
  • 19. Fragrancesampling campaigns 19 | P a g e
  • 20. Burberry: Body Fragrance Sampling Campaign Overview:On August 19, 2011, Burberry launched their new Body fragrance. Rather than releasing testers to stores, the fashion brand offered the first round of samples to its 7.6 million Facebook fans. The fragrance was then released in stores on September 1, 2011. Burberry’s sampling campaign is still active on Facebook, but only while supplies last. Burberry Chief Creative Officer, Christopher Bailey, announced the campaign via Youtube, which was cross-promoted on Facebook. Interested fans requested samples by going to the Burberry Body tab on the Brand’s Facebook page to fill out a contact form. Email newsletter opt-in was integrated. Key Learnings:The launch of Burberry Body through a Facebook sampling campaign shows an effective way to create buzz around a new product as well as drive trial and engage fans. During the Facebook fragrance sampling campaign, Burberry’s Facebook fans increased by approximately 400,000 in five days. In the past three months, fans of their page increased by 25.4%. Over 225,000 samples of Burberry Body were requested in over one week of availability. For more information, visit Burberry’s Facebook, Twitter, and YouTube pages. 20 | P a g e
  • 21. Diane von Furstenberg: Fashion’s Night Out Tweets Overview: Diane von Furstenberg ramped up promotions for the third annual Fashion’s Night Out (Sept. 8) by bolstering her outreach on Twitter. On September 7, 2011, DVF purchased a Promoted Trend and a series of Promoted Tweets on Twitter around Fashion’s Night Out. Thesearch termsrelated to “fashion night out”, “fno”, “cfda”, etc. DVF also bought search terms associated with the location of its flagship store in Manhattan’s Meatpacking District, including “high line”, “standard hotel”, “Gansevoort”, “west village”, and “dvf meatpacking” to target users near the store. Members of DVF’s team monitored Twitter to see which of their followers were out and about during Fashion’s Night Out. A few lucky followers—one per hour—received a direct message inviting them to pick up a free bottle of their new fragrance, DIANE, which didn’t launch until September 22, 2011 at Bloomingdale’s. Key Learnings: DVF’s campaign shows an exciting and innovative way to engage fans by linking social media, a major fashion event, and their launch of her new fragrance. It also provides an easy way for fans to get involved and connect with the brand by tweeting at the brand for prizes. For more information, visit Diane von Furstenberg’s Facebook, Twitter, and YouTube pages. 21 | P a g e
  • 22. Marc Jacobs: “Bang! You’re It!” Facebook Game Overview: Marc Jacobs built a Facebook game titled “Bang! You’re it!” which encouraged users to “bang” their friends and crushes for chances at giveaway prizes. Whenever a Facebook user gets “banged” they rack up points. If a user gets banged after midnight or by people from other countries, their score increases more. One player is chosen at random each day to win a selection of prizes, including a bottle of Bang fragrance or clothing. A lucky few will even win a trip to NYC to attend one of Jacobs’ fashion shows While the game is sexually suggestive, Jacobs is quick to note that the word is multifaceted and can also mean that something is finished or complete. Key Learnings: Marc Jacobs’ campaign uses a Facebook game to communicate its message, demonstrating that social media can be used in a way to engage fans and tap into their own social networks. For more information, visit Marc Jacobs’ Facebook, Bang Facebook, Twitter, and YouTube pages. 22 | P a g e
  • 23. Oscar de la Renta: Fragrance Launches on Facebook Overview: Oscar de la Renta launched his first fragrance in 10 years via Facebook. Michele de Bourbon, Oscar de la Renta’s head of marketing for fragrance, says that the Brand’s Facebook fan base is becoming increasingly valuable to the company. While many of those fans may not be able to afford a $4,000 signature cocktail dress, many will be able to “experience the world of Oscar” through the Brand’s more affordable fragrance line. The Brand is also very active on Twitter and Tumblr. In fact, leading up to Tumblr’s live-stream of fashion week on September 13, 2011, they created a page at odlrlive.tumblr.com where any image uploaded on Tumblr and tagged with #odlrlive will feed onto the page in real time. Key Learnings: The VP of Communications, Erika Bearman, also known as OscarPRGirl, serves as the Brand’s social media personality. The use of multiple social media channels integrating with one another will create a quilt effect by engaging editors, bloggers, models, and anyone who watched the show live.The American fashion house gave away 25,000 samples (in just three days), and the brand’s “likes” grew by 40%. For more information, visit Oscar de la Renta’s Facebook, Twitter, and YouTube pages. 23 | P a g e
  • 24. Retail/E-commercesampling and incentive campaigns Shopping-addicted, deal-stealing consumers Beware: These dealers and stealers may look gentle, but watch out because they will stop at nothing to get a good deal. Tip: Always offer an undeniable incentive Beauty Products Galore! 24 | P a g e
  • 25. Birchbox: Fashion’s Night Out Campaign Overview: Birchbox has a rewards program that allows yearly members to receive a free month and 100 Birchbox Points. The Brand recently ran a Twitter contest for Fashion’s Night Out where people had to follow @birchbox on Twitter, then tell what their Fashions Night Out beauty essentials are and include @birchbox and the hashtag #BBoxFNO. Three winners were chosen to receive a Birchbox + Scoop NYC Limited Edition Box. Birchbox also recently ran a sweepstakes with healthy snack brand KIND where everyone who enteredhad to agree to accept the KINDING Mission to pass on a piece of finished reading material to someone else to enjoy. If KIND gets enough people to agree to partake in this charitable challenge, the company will partner with the Whole Kids Foundation to plant sustainable vegetable gardens at selected schools throughout the country. People could enter through a form application hosted on Facebook. On Tuesday, September 6th, more than 12,000 fans completed the KINDING Mission and gave a book, newspaper or magazine to someone else to enjoy making September 2011 a success. Key Learnings: Similar to the DVF Fragrance Fashion’s Night Out Campaign, the Birchbox campaign shows an engaging way to reach fans on Twitter surrounding a major event. It also incorporates a philanthropic mission, which helps drive more participation. For more information, visit Birchbox’s website, Facebook, Twitter, and YouTube pages. 25 | P a g e
  • 26. Gilt Groupe: Exclusive Facebook Sales Overview: Gilt Groupe is offering exclusive Facebook Sales on their respective Facebook page for Gilt Groupe, Gilt Man, Gilt Children, and Gilt Home. Each week the respective pages will showcase a few handpicked fashion items that will not be available on its regular site www.gilt.com. In the first week the Gilt Groupe page offered three products handpicked by one of their buyers and a resident style blogger. The Gilt Man page had three items based on the theme ‘Man About Town’. Gilt Home gave consumers early access to merchandise from Vera Wang’s home line. While the Gilt Children page partnered with Nickelodeon for the kickoff. Gilt Groupe offers a referral program that allows members to invite friends and receive $25 off their next purchase. Key Learnings: Gilt Groupe’s exclusive Facebook Sales show another form of e-commerce that aims to drive traffic around their social media pages and engage the consumer. For more information, visit Gilt Groupe’s website, Facebook, Twitter, and YouTube pages. 26 | P a g e
  • 27. Rent the Runway: Referral Program Overview: Rent the Runway currently runs a referral program for members where each friend they invite, Rent the Runway will credit their account $20 after their friend’s first rental has shipped. On the Rent the Runway website they provide Facebook, Gmail, Yahoo and AOL links to allow for an easy outlet for members to invite their friends. This program is not promoted on Facebook, Twitter or any other social media channels. RTR ran a campaign on Facebook to reach 50,000 fans. As an incentive to their fans for reaching this goal, they provided $50 off their next rental order of $200 or more by using the code FACEBOOK50K at checkout. Key Learnings: Rent the Runway’s referral program and Facebook goals show an interesting way to provide incentive for fans to spread the word on the brand. For more information, visit Rent the Runway’s website, Facebook, Twitter, and YouTube pages. 27 | P a g e