Sari Sternschein, director of marketing at Qosmedix, told CosmeticsDesign.com USA, that the company had turned to this platform in order to inform a worldwide audience about the company, its history and its products.
“It’s critical to be on top of social media marketing, for all industries. I come from an online marketing background (in the cosmetics industry), which evolves and changes every day,” she said.
Firms can’t jump in head first
However Sternschein explained that the single-use applicator supplier was very meticulous in planning its social media strategy as without a plan and an ongoing strategy the audience will disengage and move onto something else.
The company has teamed up with celebrity make up artist, Eve Pearl, to produce exclusive video content for YouTube.
“We wanted to start with YouTube because we have interesting and relevant content for our viewers. In addition, the instant feedback you receive is amazing,” continued Sternschein.
The first video installment is an interview with the founder and president of Qosmedix, Stuart Herskovitz, who discusses how he pioneered the concept of medical quality disposables in the cosmetics industry and offers a tour of the 50,000 square foot warehouse facility.
Plan for the future
Sternschein revealed that the second video will be about the company’s Hygienic Sampling Supplies, featuring a discussion with Kelly Herrera, product development specialist.
When asked how many videos Qosmedix expects to produce, she replied: “We plan to continue adding videos (as long as we have relevant content) with no end date. Other videos will be introducing new products and our PRO Brush collection.”
The user response has already begun for the company too, with Koren Zander of EnkoreMakeup, who released a video on YouTube about reviewing Qosmedix’s disposable applicators and in four days the video received over 10,000 views.
Sternschein explained the benefits of interaction such as this, and the company are reviewing every comment and taking all of the feedback into consideration.