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Web 2.0 and the Cosmetic Industry

By: Randy Schueller and Perry Romanowski
Posted: February 20, 2007

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For a more international flair, look to the Jack & Hill blog ( This is a joint blog written by Hillary Johnson, a former Los Angeles Times beauty writer, and Jackie Danicki, a beauty-obsessed American living in London. Both of these blogs have loyal readers who also participate in the daily conversation by leaving comments. It is fascinating and useful to read what people really think about cosmetics.

The blog ranking service Technorati ( lists almost 1,000 beauty blogs. To know what kinds of products people want and don’t want, beauty blogs are a great resource. Other blog areas to consider searching are science, marketing and innovation blogs. All of this free information is out there just waiting to be found.

Media Sharing Sites
Unless you have been completely detached from society, you have likely heard about You Tube ( and the fact that Google recently purchased it for $1.65 billion. You Tube is an example of another useful site on the Internet, a media sharing site. At these Web sites, a community of users is allowed to upload and share nearly any kind of media they can produce. There are Web sites for sharing pictures, videos and even audio. These users are regular people who can provide fresh insights into the mind of the consumer. It’s today’s social anthropology and it is free.

For video sharing, You Tube is the premiere service. Here are actual videos of people applying makeup, styling hair and interacting with products. It is similar to visiting a salon or spa and watching the operators apply and use products. In addition to international commercials and TV programs, new product ideas abound.

For images, Flickr ( is a great place to search. The users of this free service post any kind of picture imaginable. A really interesting feature on this site is a group called “What’s in my bag.” People spill out the contents of their purse or backpack and show exactly what they carry around with them. This provides great insight into how consumers live their lives.