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CEW's Social Beauty Strategies

Left to right, Marisa F. Thalberg, The Estée Lauder Companies; Rachael Ostrom, Aveda; Alexis Rodriguez, Bobbi Brown; and Jill Scalamandre, CEW, Chairwoman and CMO, Chrysalis.

By: Nancy Jeffries
Posted: April 23, 2012

On Thursday, April 19, 2012, Jill Scalamandre, chairwoman, CEW, and CMO, Chrysalis, welcomed attendees to the sold-out presentation of “Behind The Strategies of Social Beauty’s Top Brands,” the latest edition of Cosmetic Executive Women’s Women and Men in Beauty Series. Noting that U.S. companies are expected to generate $77 billion in sales on social media by 2016, according to Forrester Research, and social media, therefore, is indeed an area of commercial significance.

Scalamandre also introduced the evening’s panelists: Rachael Ostrom, executive director, consumer engagement, Aveda; Alexis Rodriguez, executive director, public relations, Bobbi Brown Cosmetics; Marisa F. Thalberg, vice president, global digital marketing, The Estée Lauder Companies, Inc.; and moderator, Jenny Fine, editor, Beauty Inc. 

Fine began the presentation noting that attendees had been surveyed prior to the presentation as to which social network they believed reached the greatest number of users. While Facebook and Twitter had garnered strong support among respondents, Fine revealed that Google Plus was indeed the front runner, outpacing both Twitter and Facebook with its reach.

Social Media Is Here To Stay

Responding to a question about how she would define social media, Thalberg, who is charged with supporting the development of world class digital and social marketing across Lauder’s collection of more than 25 prestige brands, said, “Social media represents a profound change that is irrevocable. It’s a dialog. It’s conversational. The media is the message, however, dedicated social channels contribute to our marketing via digital conversations. There’s enormous complexity to social media in our industry. The first job is how you’re going to win where the bigger platforms are. We’re certainly looking at Tumblr and Instagram (different ways to share content online) and determining how to bring the most value to our brands with the right platforms.”

Aveda’s Ostrom, added, “We strategize around bringing customers to our diverse campaign stories, which include a strong environmental story. We help our guests and take them on a journey with our brand.” Ostrom, who has been with the company for 12 years, is responsible for cause-related marketing, digital marketing, loyalty marketing, advertising and e-commerce at Aveda Corp., and has worked to position the company as a leader within the beauty industry, as well as an environmentally-conscious corporation.