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CEW's Social Beauty Strategies

By: Nancy Jeffries
Posted: April 23, 2012
CEW's April 19, 2012, event

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.

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Rodriguez, who has more than 12 years of experience in public relations and brand development, has been instrumental in developing the technology component of Bobbi Brown. In two years, she has helped implement a comprehensive social media strategy, resulting in a 177% increase of Facebook fans and a 243% increase of Twitter followers in one year. In 2010, she played a prominent role in launching Bobbi Brown’s sixth book, Beauty Rules, with a strategy focused heavily in social gaming and vlogger (those who do video blogging) relationships. Most, recently she oversaw the launch of the brand’s Pinterest page (an interactive bulletin board of sorts), where engagement regarding ideas, visual content and information surrounding the brand occurs. Rodriguez said she utilizes social media to create brand advocates and encourage engagement. “It’s important to incorporate social media into our brand, and publicists need to get social influencers engaged in the brand, which brings more consumers to the brand,” said Rodriguez.

Thalberg offered that social causes lend themselves to social media. She cited the Breast Cancer Awareness campaign run by Lauder. The "Shine A Light on Breast Cancer" campaign made news around the globe, as the initiative sought to turn a light on different places and different women’s stories around the world. “People want to share their stories and 30 countries have participated in the awareness raising campaign,” said Thalberg, who noted this was a particularly poignant time for the campaign, particularly since the loss of Evelyn Lauder, whose efforts were so instrumental in raising funds and awareness of the companies’ breast cancer initiatives.

Other campaigns, including Aveda’s Clean Water initiative, have been aided by technology. Ostrom cited the Clean Water campaign on Facebook, which utilized tweets on Facebook that said “Everyone deserves access to clean water.”

Moving from an environmental message, to an initiative that touched the hearts of Bobbi Brown fans, Rodriguez explained the Bobbi Brings Back Lip Color campaign, which was launched in response to customers’ requests to bring back discontinued lip shades that were shown to be most in demand by customers. “This campaign created a great level of social engagement,” noted Rodriguez, who said that in October, via F- (Facebook) commerce, they will be bringing back six shades for a limited run. Rodriguez noted the popularity of the social interaction, saying that 25% of the Bobbi Brown fan base had participated.

Mastering The Platform

“With Aveda, we believe it’s best to have social media campaigns managed by a cross-functional team,” said Ostrom.