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Leveraging Social Media to Grow Your Beauty Brand

By: Donna C. Barson
Posted: October 5, 2009, from the October 2009 issue of GCI Magazine.
  • PR launched through social media has the potential for going viral.
  • It is important to know who is following you in social media outlets, and this can be a very valuable tool to determine if you are reaching your target and which products your consumers want.
  • Maintaining numerous online networks can be a challenge, but also offers rewards.
  • Even when valuable content is offered through social media, a solid image should remain a priority.

It’s no secret that companies left and right are going the social media route. Whether it’s creating a business page on Facebook or sending out promos in 140 characters or less on Twitter, beauty marketers are turning to the Web to both drive sales and build consumer interaction for long-term success.

“As the world of technology changes, businesses must adjust with the times,” says Rachel Johnson, director of communications, Alchimie Forever. “I have found online media to be a fascinating and effective tool for building a brand.” She’s made sure the Swiss skin care line is on Twitter and Facebook, in addition to other online avenues such as Linkedin.

Rodan + Fields Dermatologists, the company that developed Proactiv before selling it to Guthy-Renker, has used the power of viral marketing—and everyone’s love of celebrities—to push its brands online. For its new product launches, the brand uses webisodes that debut exclusively on Facebook and cover beauty-related topics. This has helped the company boost sales and offer unique content to users.

Using Twitter was instrumental for Miriam Kleinman, president and chief scientific officer of Teava, to launch her tea-based skin care line. “I found that Twitter was an excellent source for garnering PR exposure,” she says. And PR launched through social media has the potential for going viral.