Most beauty brands invest heavily on traditional advertising, as you can tell by opening any women’s magazine. You will probably find several make up and fragrances printed ads in most magazines. However, the same beauty brands recognize that Facebook is now playing an important role in advertising and more generally in e-commerce.

A lot of beauty brands are very active on Facebook because they identify it as a valuable source of engagement and community creation. Facebook is not a sales platform but rather a tool to engage with customers and a way to leverage the company’s branding and awareness.

Famous cosmetics companies that are really active on Facebook are MAC, with 8 million followers, Sephora with its 6 million followers, Lancome with 5 million followers and Nars cosmetics with more than 1 million followers.

NARS Cosmetics and Facebook

NARS took Facebook leveraging to another level! They understood Facebook potential in terms of engagement and decided to launch their NARS Andy Warhol collection exclusively through social media and not by traditional paid advertising..

They created a Facebook NARS profile make over App where its users could upload their facebook or desktop photos or take photos with the webcam and then edit them in Warhol style. NARS would then incentives its App users to set the Warhol style photo as either their Profile picture or cover photo or even both according to the user’s own preferences.

This very short video shows how the app worked.

NARS’s director of digital media’s decision to advertise its campaign exclusively through social media proved to be extremely successful! The App users were a limited number of individuals but the results in terms of engagement were huge. The users were spending on average 7 minutes on the App and 5300 images were created as a result of the campaign.

The campaign could have been even more successful if it had been integrated by Facebook paid ads which would have probably increased customer engagement even more.

Read more at:

http://mashable.com/2011/08/01/beauty-brands-facebook/

http://mashable.com/2012/11/13/nars-andy-warhol-facebook-app/

http://mashable.com/2013/01/31/nars-andy-warhol-facebook-app-results/

 

Nowadays, websites are brand’s business cards. Designing and keeping a website up to date is fundamental for a company’s success.

Sephora’s website makeover in 2012 is an example of  how the redesign process should be conducted.

Back in 2012 Sephora developed its new website to respond to the needs of its more digitized and social audience. The objective of the company was to make online shopping experience more pleasant for its global customers.

WHAT’S NEW?

1) Customized advanced search

Sephora introduced an advanced and more efficient search engine where each of its 15000 products is tagged with 25 search attributes such as price, colour, age, ingredients. The tags don’t just make the the shopping experience personal and customizable but also quicker and focused.

2) Commerce

Sephora.com is now characterized by stock availability for each of its products; you can check if the Sephora near you has the product you are looking for. You can also find your personal purchase history on the website so that you can use that information to make new purchases and find old products you loved.

3) Social networks integration

Sephora’s website was integrated with social networks with a special focus on Pinterest and Instagram. You will now be able to “pin” each item available on the online store and share it on Pinterest; and have a look at Sephora’s employees favourite products and their personal reviews. With instagram you get a “behind the scenes” look at how Sephora’s staff works and at the major trends of the moment.

4) New Content connected to Social media

The Sephora.com home page offers some new functions:

• Tutorial videos
• Products’ reviews
• Interaction with Experts
• The latest Beauty Trends
• BEAUTY TALK forum (Community enhancement)

Beauty talks is a forum where users can communicate, share their thoughts, receive advice and read reviews from other Sephora’s customers.

Let’s not forget Sephora’s Youtube Channel with over 10 million views!

4)Mobile 

The increase usage of mobile phones and ipads  made Sephora develop an App where most of Sephora.com functions are present.

How did the company advertise its new website?

“15 days of beauty thrills”campaign: shoppers where given each day a coupon for a free product and had the chance to win amazing prizes.

Read more at:

http://mashable.com/2012/04/09/sephora-makeover/

http://www.forbes.com/sites/lydiadishman/2012/04/09/sephoras-smart-social-and-digital-makeover/