A study analysing Sephora and Ulta Beauty’s Twitter activity and networks has suggested cosmetic brands only have limited control over communications within their networks, opening up important points of discussion for industry, the researchers say.
Beauty brands must understand that social media is an infrastructure used to connect people and interact, and not just a media platform to distribute their own messages, according to an industry expert.
Estée Lauder has been a long time front runner when it comes to social media in the cosmetics industry, and it has now upped the ante with its MAC Cosmetics brand by getting employees to add a more personal touch.
Last month packaging and brush supplier Qosmedix launched its official Twitter account and is now utilizing it to connect with consumers by encouraging interaction and highlighting newly launched products.
The power of blogs, Twitter and Facebook to drive marketing strategies and influence purchasing decisions is undeniable; but, companies need to remember that legally the same rules apply online as offline.
Celebrities endorsing cosmetics products on social networking site Twitter should disclose any financial involvement otherwise they may be breaching fair trading laws, according to the UK’s Office of Fair Trading (OFT).
Sephora Americas has teamed up with Twentieth Century Fox to utilize the hit US TV show, Glee, as it launches an exclusive collection of nail colors and prints, using a multi-platform marketing vehicle.