Bobbi Brown turns to Facebook to revive discontinued lines
Cosmetics companies have long used the social media platform to connect with consumers with Bobbi Brown as one of the front runners of these tactics.
The fans of the US brand have used traditional and social media to lobby for the return of lip colors that are no longer in production, for many years.
And now, the company is launching the Facebook campaign that will let its fans do just that.
Closer relationship with consumers
As demand calls for a closer and more interactive relationship with consumers, social networking sites like Facebook and Twitter have been utilised more regularly by cosmetics companies.
Rival brands such as Nivea, Revlon, and Estee Lauder have all turned to platforms such as Facebook in the last few years, to appeal and connect with consumers at a more personal level.
The Bobbi Brown campaign will kick off with a video message from the company founder and CCO, inviting fans to vote for their favourite from the list of the 10 most frequently requested colors.
Voting is open to consumers in the six countries Bobbi Brown sells to online: the US, UK, Korea, Japan, Germany and Australia, with support from multiple languages and mobile devices.
Promising initiative
Voting will close at the end of February, at which point the lip colors with the most support will become available for purchase in the fall exclusively on Facebook.
The company hopes this strategy will lead to a resurgence in cosmetic sales for its discontinued products, and may also be the basis for Bobbi
Brown to reintroduce other discontinued lines, including blush and eyeshadow in the future.
The campaign is thought to be one of the most promising Facebook initiatives to date, as it both rewards brand loyalists and also builds purchase anticipation over time.
Cosmetics companies have long used the social media platform to connect with consumers with Bobbi Brown as one of the front runners of these tactics.
The fans of the US brand have used traditional and social media to lobby for the return of lip colors that are no longer in production, for many years.
And now, the company is launching the Facebook campaign that will let its fans do just that.
