1. DIGITAL DOWNLOAD PRESENTS:
Beauty and Social Media Trends
Fall 2011
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2. Table of Contents
Overview…………………………………………………………………………………………………………………………………………
3
BeautyTrends in Social Media: Case Studies…………………………………………………………………………….. 4
Bobbi Brown Cosmetics………………………………………………………………………………………..………………
5
MAC Cosmetics………………………………………………………………………………………………………………………….
6
Clinique……………………………………………………………………………………………………………………………7
Secret……………………………………………………………………………………………………………………………. 8
Beauty 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
18
Fragrance Sampling Campaigns…………………………………………………………………………………………………….15
19
Burberry…………………………………………………………………………………………………………………………..15
20
Diane von Furstenberg…………………………………………………………………………………………………….16
21
Marc Jacobs…………………………………………………………………………………………………………………….17
22
Oscar de la Renta…………………………………………………………………………………………………………….18
23
Retail/E-commerce Sampling and Incentive Campaigns……………………………………………………………….21
24
Birchbox……………………………………………………………………………………………………………………………21
25
Gilt Groupe……………………………………………………………………………………………………………………….…
26
Rent the Runway…………………………………………………………………………………………………………….……
27
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3. Overview:
top overall trends
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. Three
major trends we saw included:
Redefining beauty
Establishing the true meaning of beauty was the focus of several beauty social media campaigns we saw
over 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 across
print, TV, QR codes and digital that showcases women and their beauty – no retouching or
photoshopping. Bobbi Brown Cosmetics launched the “Pretty Powerful” campaign to bring out
confidence and inspiration in “Pretty Powerful” women. Since 2004, Dove has executed the Campaign
for Real Beauty, a major global initiative to start a conversation about the need for a wider definition of
beauty. Lastly, Nivea launched the “Beauty Is” campaign in 2007, and continues to engage an audience
through inspirational print ads and contests.
Using Facebook to launch a product through sampling
Beauty brands - specifically fragrances - are beginning to realize that social media is an essential tool for
promoting 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 get
the 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 through
easy entry sampling applications.
Philanthropy partnerships
Social media is a source for brands and their philanthropy partners to boost awareness and engage
current and potential supporters. Major beauty brands, like Avon, Estée Lauder and Dermalogica, have
moved 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 a
way to educate, engage and recruit fans to be a part of the cause.
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4. Beauty Trends
in social media
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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.
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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.
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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.
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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.
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9. Beauty Brands
& philanthropy partnerships
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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.
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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.
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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 FITE's
Facebook,Twitter, and YouTubepages.
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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
Beauty's 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.
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14. “Beauty” Campaigns
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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.
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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.
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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.
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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.
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19. Fragrance
sampling campaigns
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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.
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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.
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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.
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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.
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24. Retail/E-commerce
sampling 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!
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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 Fashion's 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.
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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.
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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.
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