In this special report CosmeticsDesign takes a look at how it has been used in the cosmetics industry thus far, and how it needs to be used more effectively to benefit business.
The problem appears to be that not many businesses know how to implement effective strategies and use this tool to their best advantage.
The cosmetics industry has been slower to catch on, but there certainly seems to be a lot more hype and excitment generated by this area of late.
At the recent in-cosmetics show in Milan, Sean Singleton from digital creative agency Skive gave a presentation on social media, and Euromonitor also touched made the subject an integral part of show presentation.
Likewise, CosmeticsDesign got in touch with social media specialist Richard Stacy to discuss the topic, while beauty journalist Imogen Matthews, who CosmeticsDesign met in Milan, has also been blogging about the use of social media in the industry.