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Learning Social Media’s Lessons

By: Katja Bartholmess and Ron Robinson
Posted: August 31, 2011, from the September 2011 issue of GCI Magazine.

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Here are some best practices that have been successfully implemented:

Anti-aging and Anti-acne
Consumers have become jaded and are skeptical of overly aggressive claims that come directly from the company. They are tired of hearing empty promises that they can’t easily reproduce. However, online beauty community and social media agency has noted a lot of engagement when brands develop ties to consumer ambassadors: beauty bloggers and vloggers are good examples of those who can provide testimonials on behalf of the brand. These ambassadors share their experience with the products and what results can be realistically expected. Sometimes, bloggers and vloggers even end up becoming spokespeople for a brand.

There is also a lot of engagement when brands have their resident scientists or dermatologists connect directly with the consumers and answer questions on Facebook or Twitter. These real-time Q&A sessions break down a lot of walls, help women concerned about the visible signs of aging and their acne-prone skin feel better informed, and allow for personalized recommendations.

Color Cosmetics and Nails
Makeup is one of the most instantly transformative beauty category, and we’ve seen not just a lot of engagement but downright excitement when contests regarding the most exciting makeup look or nail art were involved.

Brands can involve makeup and nail artist as judges to narrow down finalists and open the voting to consumers to pick the winner. Consumers love playing with their own looks and seeing the different looks others can create with a simple (or more elaborate) set of makeup and nail polish colors. While many brands still use predominantly Caucasian models, these contests help consumers to see how different shades look on women that have similar skin tones as themselves.