Online beauty retailer targets smaller brands

By Simon Pitman

- Last updated on GMT

BeautyChoice.com, one of the leading US online cosmetics retailers has launched a new advertorial service that targets small beauty manufacturers.

The website has evolved and grown on the back of huge interest in video campaigns that demonstrate how to use a variety of cosmetics to their full potential.

Core to this is the company’s online beauty experts who demonstrate how to use products or to achieve specific looks, particularly with color cosmetic products.

Advertorial Launch Pad

BeautyChoice.com calls the new advertorial ‘Launch Pad’ campaigns and says it is targeting smaller businesses which lack the resources to be able to gain retail store presence in order to market their products.

The company says that so far the Launch Pad advertorial concept has been used to ‘sellout results’ with one particular manufacturer, Ozon Hair Systems.

Ozon says it achieved 12 percent conversion rates when it first tried to market its flat iron styling product using the method, leading to 350,000 page views and 600 units being sold.

Public copy the success of the videos

Ozon then went on to create an entire online video marketing campaign, with received a further 500,000 video viewers and is also said to have spawned many ‘copycat’ videos from private users that bought the product after seeing the original video.

Undoubtedly inspiration for Launch Pad advertorials has come from the YouTube sensation that was created by Lauren Luke, a 28 year old mother of one from the UK, who turned into internet sensation with her online makeup tutorials.

Luke, whose tutorials have attracted 40 million viewers, used her web-fame as the platform to launch and market a new international cosmetics line entitled ‘By Lauren Luke’.

Collaborating with marketing business Anomaly and cosmetics branding company Zorbit Resources, the aim was to use You Tube as a marketing opportunity from which to sell beauty products.

Related topics: Market Trends

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